Swedish content creator and brand founder Matilda Jelf is known for two things: flawless style and stunning, gravity-defying hair, so the news that she’s launching a haircare collection was bound to create quite the buzz.
“I’m so excited to grow the Gelf Avenue Beauty family with this haircare launch,” said the hair muse and Scandinavian style enthusiast. “We’ve spent over two years and countless hours working on our products with leading chemists and hair professionals to create effective formulas that work for all hair types. These products offer the perfect balance of nourishment and styling versatility that can be seamlessly integrated into any daily routine. I can’t wait for customers to try them.”
The brand will be launching its first two haircare collections: Breezy Weightless and Essential Moisture. The Breezy Weightless series is formulated to quickly cleanse oily hair types and add volume and thickness, while the Essential Moisture series is designed to deeply moisturize and ward off frizz. Both lines include shampoos, conditioners and hair masks, for a total of six new products.
These join two multitasking styling products that promised gelf-like hair and were discontinued in March 2024: the Breezy Styling Mist and the On-The-Go Styling Gel.
As a trendsetting brand, all products are cruelty-free, vegan, sulfate-, paraben- and silicone-free. As part of a Swedish beauty brand, the line is entirely made in Sweden, packaged in 100% post-consumer recycled packaging and is all PETA certified.
The Djerf Avenue Beauty Breezy Weightless and Essential series will range in price from $22 to $30 and will be available on the brand’s website starting October 14. You can sign up for the waitlist here.
Read on to see some of our favorite beauty moments from Spring/Summer 2025 fashion month.
