With over 3 million followers online, influencer and designer Matilda Jelf has built a growing empire from humble beginnings at just 27 years old.
It all began in a small town called Borås, Sweden, when Jelf finished school and started prioritizing financial freedom: She saved up money by working as a cleaner, in a juice bar, and at a fish shop, then began traveling with her boyfriend and documenting their experiences.
By 2017, Jelf had his first 100,000 followers. By 2024, he plans to reach 3.1 million.
In addition to being synonymous with laid-back luxury, Gelf is also often at the center of attention when it comes to her iconic hairstyle, with fans flooding the platform with tutorials recreating her mesmerizing blow-dry look, while even more fans flocked to X/Twitter in amazement.
Earlier this year, Jelf launched hair styling products as part of her brand, Jelf Avenue Beauty, called On the Go Styling Gel and Breezy Stylist Mist. Following this success, Jelf plans to expand her hair care business with the launch of more products on October 16th.
During an interview at Indy 100, Gelf said her vision was to create beauty products that people could have as essentials in their lives. “Haircare was the next natural step,” she said.
“I’ve tried countless hair care products but never found one that perfectly met my needs. Creating my own product and being truly confident that our community will love it as much as I do is so special.”
Good care and attention to haircare are the foundation of healthy hair, and Gelf says if there was one piece of advice she would give to her younger self, it would be to never give up on finding good quality products.
“Ever since I can remember, I’ve been fascinated with hair and all things hair-related. It was such a joy to be asked to style a friend’s hair, discover new ways to cut and style hair, or explore my mum’s beauty cabinet – it was all so much fun,” she said. “As I grew up, I became more curious about hair care ingredients and learned what my dream products could do for my hair. So, my advice would be to follow that passion and take things into your own hands.”
Matilda Jelph
So how can you achieve effortless, Gelf-like curls at home?
Style your hair
“Start by thoroughly cleansing and conditioning your hair with Djerf Avenue Beauty Breezy Weightless Series or Essential Moisture. While hair is still damp, spritz on Breezy Styling Mist for added hold, heat protection and volume.”
Create curls
“Let your hair air dry until it’s about 20 percent damp. Then, spray your hair with Breezy Styling Mist before you start blow-drying. I like to do this in sections.”
“Take a round brush, curling wand or Dyson Airwrap and start curling each section. Once you’ve created the curls, clip them in place.
“Repeat this for all sections of hair. Leaving the clips in until the hair has cooled will help the curls last longer. Finally, remove the clips and brush your hair thoroughly.”
Achieving a “life-like” look without being fussy
“I like to alternate the direction of the curls, one inward and the next outward, for a natural look rather than perfection.”
Make it last
“If you want your blow-dried hair to last until the next day, sleep in a loose bun to maintain volume.”
Change the cut
“Layers and bangs are key when it comes to hair falling out when you blow dry. For me, having full length hair meant I couldn’t lift it up like I wanted or frame my face as effectively.”
Jelf has some exciting projects lined up and she has no plans to slow down anytime soon – she remained tight-lipped but urged fans to “watch this space!”
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