Bustle Exclusive
Djerf Avenue Beauty, coming soon.
But really, its her perfectly bouncy blowout and 60s curtain bangs that buoyed her to social media fame.
I selfishly started Djerf Avenue to create clothing that I myself was missing in my closet.
And Djerf Avenue Beauty started in the same way.
For me, hair has always been a way to express myself.
With hair, that was always so much fun for me.
Here we are, two years later.
It has sandalwood, violet leaf, and cardamom in it.
I’ve asked my loved ones to describe how it smells and everybody says its fresh.
It’s very fresh but not in a laundry, clean girl way.
It’s fresh with a little bit of spice.
The Scandinavian mindset and vibe is very timeless, minimalistic, and everything has a purpose.
We’re really driven by high-quality items.
That’s also what I brought into the beauty products now.
I always want to create items that are kind to the nature it’s part of who I am.
All of the packaging is 100% [Post-Consumer Recycled], sourced in Europe.
I wash my hair one to two times a week, rarely more.
I feel like that has really helped the health of my hair in general.
I always blow dry my hair with theDyson Airwrap its the best.
I work out a lot during the weekdays, so I usually have to touch up my hair.
I will use the Styling Mist on dry hair and brush it through with a paddle brush.
Then I’ll go in with the Dyson Airwrap again.
When you wake up and take it down, the volume is so good.
If someone wanted to replicate your cut and color at the salon, what should they tell their hairstylist?
I definitely think layers are key if you want to do the swooshy blowout.
I like having my natural root be really prominent.
This interview has been edited and condensed for clarity.
