Influencer, entrepreneur, and all-around hair icon Matilda Gelf has just released an expanded Gelf Avenue Beauty store, which seems like a natural next step for the media mogul. He showed us that. Her new line was officially launched on October 16th with six products in two different collections: the Breezy Weightless series and the Essential Moisture series.
Provided by Jelf Avenue Beauty Provided by Jelf Avenue Beauty Provided by Jelf Avenue Beauty
“We are excited to grow the Gelf Avenue Beauty family with the launch of hair care,” Gelf said in a statement to the press. “We have spent over two years and countless hours developing our products with leading chemists and hair experts to create formulas that are effective for all hair types. offers the perfect balance of nutritional value and styling versatility and can be seamlessly integrated into your daily routine, so we can’t wait for our customers to try it.”
Provided by Jelf Avenue Beauty
Both collections consist of the same three products: shampoo, conditioner, and hair mask. Although both lines perform similar functions such as protecting color, increasing shine, and are comprised of versatile formulas suitable for all hair types, each line has defining characteristics. The Breezy Weightless series focuses on volume and fullness, while the Essential Moisture series focuses on moisturizing, smoothing, and reviving dull hair.
Provided by Jelf Avenue Beauty Provided by Jelf Avenue Beauty
The brand’s commitment to inclusion and sustainability continues to be evident in this line. With formulas that suit all hair types and a cruelty-free and vegan approach, the line fits perfectly into the brand’s sustainable and ethical ethos. All products are sustainably produced in Sweden, packaged with 100% post-consumer recycled materials, PETA certified and free of parabens, silicones and sulfates. Djerf Avenue Beauty makes quality hair care accessible to everyone with affordable products, with all shampoos and conditioners priced at $22 and hair masks priced at $30.
The Breezy Weightless + Essential Moisture collection is now available for purchase at djerfavenue.com.
