We Tried Matilda Djerf’s New Shampoo and Conditioner

There’s not a week (sometimes even a day) that goes by where Matilda Djerf doesn’t come across my feed with stunning bouncy hair paired with an outfit worthy of my saved folder. To say she’s a muse is putting it lightly, hence why Scandi-style lovers and Djerf followers rejoiced when she launched Djerf Avenue and then followed up with Djerf Avenue Beauty earlier this year. With the option to emulate Djerf’s chic closet through the brand, her signature fluffy blowout finally also felt within reach with the launch of its first two hair products: the On the Go Styling Gel and Breezy Styling Mist, which quickly earned the stamp of approval from beauty editors and fans.

It’s hard not to swoon over her bouncy (emphasis on bouncy) hair that legitimately curls in a way that makes you question gravity. All that’s to say, we have good news: dropping October 16, Djerf Avenue Beauty’s next launch is a range of no-fail essentials including a shampoo, conditioner, and hair mask.

As you can imagine, we jumped at the opportunity to try the new launches, which are divided into two collections: the Breezy Weightless range, which emphasizes volume, and the Essential Moisture line, which nourishes and hydrates. Ahead, everything we know about the new launch, plus team Byrdie’s honest review.

The Inspiration

Djerf entered the haircare market out of a desire to create products that she wished she had in her day-to-day. “I myself have never actually found hair products that I really, genuinely love,” she previously told Byrdie. Thus, the two styling products were born. The brand sticks to its roots with the new collection, which digs deeper in the essentials category. After all, who doesn’t need a signature shampoo, conditioner, and dependable hair mask?

“Styling products are so essential to achieving the style I’m after, but if I don’t have the right hair care I know the results won’t be what I want it to be,” Djerf tells Byrdie. “As I have gotten older, I have also become more curious about the ingredients in hair care and learned what my dream products would need to do for my hair. We decided to launch Djerf Avenue Beauty with our two styling products that I had been missing on the market, and this feels like the natural next step in our product launches.”

While she may be known for her blowout, Djerf knows it’s only possible because of her hair health. “Good hair care is about more than just appearance—it’s about nourishing and strengthening your hair to keep it healthy over time,” she adds. “That’s why incorporating good ingredients that target specific needs was so important to me, creating a solid foundation for stronger, more resilient hair long term.”

Djerf says that her team has been working on the formulas for two years to get them exactly right. “The hardest part was truly perfecting the feel and performance of each product without making any compromises,” she says. “We wanted to ensure that every formula delivered the exact results we envisioned. We also have been working a lot with the texture and feel for the products. Getting those textures just right took time and many refinements.”

The Products

The Breezy Weightless and the Essential Moisture ranges both keep hair health in mind, but differentiate slightly. The Breezy Weightless Shampoo and Conditioner emphasize volume and fullness, with ingredients like peptides, oleanolic oil (which promotes hair growth), and hydrolyzed wheat proteins. The Breezy Weightless Hair Mask keeps all these ingredients but boosts moisture with the addition of shea butter. The brand recommends the Breezy line to those “seeking to enhance bounce and shine.”

Next up is the Essential Moisture collection, which you can probably guess, focuses on nourishing and moisturizing the hair. It’s formulated to restore moisture, smooth frizz, and revive dullness while leaving the hair soft. According to the brand, it’s “ideal for all hair types, especially those prone to dryness, this shampoo ensures your hair stays soft, smooth, and full of life.” Ingredient call-outs include oat kernel oil and glycerin, with Brazil nut butter featured in the conditioner, and the addition of shea butter in the mask.

Of course, it’s too hard for Djerf to pick a favorite. “I mix and match depending on what my hair needs at the time. I love the Breezy Weightless Series for that bouncy, light and airy feeling it gives me, while still giving volume and fullness—the perfect base for a great blowout,” she says. “However I love to use the Essential hair mask for extra moisture when I need it. After this summer I’ve been using the Essential series non stop—my hair drinks it up!”

Both formulas are color-safe, use no artificial colorants, and claim to work on all hair types.
What’s more, they are also vegan, PETA-certified, and are cruelty, sulfate, paraben, and silicone-free. Oh, another thing: All Djerf Avenue Beauty products are packaged with 100% post-consumer recycled materials.

The Reviews

Bella Cacciatore, news editor

“I’ve been testing the Breezy range for about a month, and my hair—bleached, fine, slightly wavy—has been loving it! First thing’s first, I have to discuss the fragrance, which is the same woody, spicy scent as the stylers, which Djerf said was inspired by Swedish cardamum buns. You either love it or you hate it, and while I love it in the stylers, I found it a bit overpowering when I used all the products together (I did, however, get tons of compliments on the scent, so take that as you will).

“The shampoo has a super frothy lather, and I love that it made my hair feel clean and bouncy, and didn’t weight it down at all. The conditioner and mask also had a similar light texture that left my hair voluminous, shiny, and silky. I think I’ll switch to the Essential range for conditioner for some extra moisture as we head into winter, but all in all I’m happy to add these products to my shower!”

Star Donaldson, social media director

“I’ve been using the On the Go Styling Gel religiously ever since it came out, so when I got my hands on the full wash day routine I was beyond excited. Although the Essential Moisture line is made for all types (which I usually steer clear from) I have found that it has consistently provided hydration and definition for my type 3c/4a curls. I used the treatment mask as slip for detangling my curls after a month of back-to-back silk presses, and was pleasantly surprised by the texture and slip it provided. It has the viscosity that I love in a hair mask that is somewhere between a gel texture and a thick cream. I left it on for an hour and a half, and once I rinsed it out my thirsty curls felt quenched!

“Then I reached for the Moisturizing Conditioner. Although the conditioner is meant for well, conditioning, I decided to sub it in as a leave-in. First, because I’m obsessed with the scent of this entire line, and second because I felt that it would be hydrating enough to leave on my hair without weighing it down. And it did just that, while making my hair smell heavenly. The conditioner had more of a cream texture but a thickness that impressed me. I think if you have finer strands or a less curly texture this product would work perfectly as a conditioner, but I found that it was really the center of my wash and go. I’m obsessed with this line and it’s really made me rethink the idea of products made for ‘all hair types.'”