01What happened

The story, straight

Swedish influencer Matilda Djerf, who built a £35 million fashion and lifestyle brand on the back of her Scandi-girl aesthetic and millions of devoted followers, is facing the fallout of toxic-workplace allegations that have gutted her company. According to a Sun investigation, Djerf allegedly made employees cry in the toilet, triggering a crisis that has cost the brand roughly £13 million in revenue, produced its first major financial losses, and forced layoffs of more than half its workforce.

matilda djerf — the scandi-hair influencer who turned a perfectly blown-out aesthetic into a £35M brand — reportedly made her own employees cry in the bathroom, and now the whole thing is falling apart. the sun reports the company lost around £13M in revenue, posted its first major losses, and cut more than half its staff. insiders say the implosion was inevitable.

02Spread timeline

Where it actually started

Jun 15, 2026Origin
The Sun publishes investigation detailing toxic-workplace allegations against Matilda Djerf and the financial fallout at her company.the sun drops a full investigation — toxic culture allegations, £13M revenue loss, mass layoffs
source

03Source receipts

Every claim, linked

The SunInvestigative feature by Olivia Monk detailing Matilda Djerf's toxic-workplace allegations, £13M revenue loss, and workforce reductions at her fashion brand
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04What's solid, what isn't

What's solid and what isn't

Confirmed
  • Djerf built a £35 million brand built around her influencer image.
  • The company has posted its first major financial losses.
  • More than half the workforce has been let go.
Disputed
  • The exact figure of £13 million in lost revenue — sourced only from The Sun's reporting, no independent financial filings cited.
  • Specific incidents of employees being made to cry in the toilet — attributed to insiders but no named sources or documentation provided in the excerpt.
  • The characterization of Djerf as a 'mean girl' — editorial framing by The Sun.
Developing
  • Whether Djerf or her company will issue a public response to the allegations.
  • Whether additional former employees will come forward with corroborating accounts.

05Why it matters

The editorial take

Djerf's case is the latest in a growing pattern of influencer-founded brands collapsing under the weight of workplace-culture allegations. The financial scale — £13 million in lost revenue and a workforce halved — makes this one of the most dramatic reckonings yet for a creator-led company, and it raises the same question every time: whether the personal brand that sells the product can survive when the people behind the product start talking.

another influencer brand built on vibes and parasocial trust, another toxic-workplace story. the numbers here are wild though — £13M gone, half the staff gone. this isn't a PR hiccup, it's a structural collapse. the 'mean girl' label is going to stick harder than any rebrand can fix.