Ep 11: How Noel Capri went from Model to Beauty Founder with Nicoya Organics

Few people have built an empire quite like Matilda Djerf. In this episode, Sophie Blowfield sits down with the Swedish-born creative behind Djerf Avenue, the global fashion, beauty and lifestyle brand she co-founded that grew from a travel blog and a devoted online community into a phenomenon — complete with that signature effortless blowout everyone now asks their hairdresser for. Matilda opens up about why her community has always been the face of the brand — modelling the campaigns, filling an empty chair in every meeting — the fierce commitment to showing every size on the website, and the story behind the Djerf Avenue name. They also get into the part of the business Sophie thinks is criminally underrated — Djerf Avenue Beauty. They also talk about the brand’s new permanent store in New York, and what’s next. A masterclass in community, intuition and building a brand entirely on your own terms.

Some people spend a career making other people's visions iconic. Sarah Creal is one of them — and now she's done it for herself. In this episode, Sophie Blowfield sits down with the product developer and brand architect behind some of the most legendary names in luxury beauty: Tom Ford Beauty, Bobbi Brown, and Victoria Beckham Beauty, where she was co-founder and CEO. With over 30 years of expertise — from the Clinique counter to Estée Lauder boardrooms — Sarah launched her own brand, Sarah Creal Beauty, in 2024: a first-of-its-kind luxury line created specifically for women 40+. It's already won global awards and sits in Sephora stores across the US. A genuine masterclass in product, storytelling and conviction. I hope you enjoy! Follow The Beauty Sessions on InstagramFollow Sophie Blowfield on InstagramFollow Sarah Creal on Instagram

Some brands you wear. Emi Jay is one you feel genuinely attached to. In this episode, Sophie Blowfield sits down with founder Julianne Goldmark — who, let's be honest, redefined the claw clip for an entire generation. Julianne started Emi Jay back in 2009, at just 15. More than 15 years later it's a bona fide that-girl staple — worn by Hailey Bieber, Sofia Richie and Kendall Jenner. It's now expanded into cult hairstyling products, and since launching in Sephora in 2025 has become one of the best-selling brands at Sephora, full stop. She and Sophie get into building a brand world with a story around every product, the reality of the Sephora era, and why, after 15 years, her biggest lesson is simply to be patient.

Few people have shaped British hair like Luke Hersheson. In this episode, Sophie Blowfield sits down with the stylist, entrepreneur and CEO behind Hershesons — the cult brand he built alongside his father, Daniel, from a single King's Road salon into a world of game-changing tools, cult products and reinvented spaces. He's the man behind some of the most iconic cuts of the last few decades, from Keira Knightley and Dua Lipa to Sienna Miller and Victoria Beckham. He and Sophie get into revolutionising the straightening iron, inventing the world's first blow-dry bar out of a business crisis and why he refuses to make products for the sake of newness. A masterclass in restraint, reinvention and building a brand with a genuine point of view.

What if luxury skincare was never meant to cost a fortune? That's the question that started Strange Luxury. In this episode, Sophie Blowfield sits down with founder, Bella Falk — the 28-year-old Australian building one of the most quietly covetable beauty and loungewear worlds around. Determined to recreate the formulas she loved without the luxury price tag, she taught herself the entire supply chain — manufacturers, formulations, trade shows, margins — and built Strange Luxury from the ground up. A masterclass in accessible luxury, intentional building, and knowing your customer because you are your customer.