Meet Matilda Djerf, the Swedish influencer working with Hailey Bieber’s Rhode

She’s a Swedish influencer

Born in April 1997 in Borås, a textile city in western Sweden, Djerf’s influencer journey began in 2016, while travelling in the Caribbean with her boyfriend, Rasmus Johansson. Initially, she posted blogs for family and friends, but a series of bikini photos skyrocketed her to fame, earning her 3,000 followers overnight. After further travels to Bali and Australia, her Instagram followers swelled to 100,000, prompting her to become a full-time influencer in 2018.

Now, with over 3 million followers on Instagram and 1.5 million on TikTok, Djerf’s iconic, effortlessly bouncy hair – reminiscent of Farah Fawcett’s – has set trends across platforms, accumulating over 13.8 billion views under the search term “Matilda Djerf hair” on TikTok.

She tried her hand at fishmongering

Behind Djerf’s glamorous life is a story of hard work. She started working in high school to gain financial independence for her travels, holding various jobs, including at a juice store, a clothing store, and even as a hostel cleaner. But her most unexpected role came when she took a job at a fishmonger’s.

Djerf has shared that she spent hours the night before her first shift preparing for the role by watching numerous YouTube videos. “There was this video of a guy like filleting [fish], and I’m like, OK – like I was trying to recognise the hand moves, like remember it,” she said.

She’s an entrepreneur

As her social media presence grew, Djerf felt the need to become an entrepreneur and build something for herself. As she told Business Insider in November 2022, “That’s when I told Rasmus I would love to create something on my own and have full control.”