Career
She gained popularity for releasing EFJ, a best selling perfume in Iceland based on volcanic ash and surrounding glaciers named after the volcanic region of Eyjafjallajokull. Lilja started working on building her own lifestyle brand while working in her family business. In 2007, Lilja launched Gydja collection and currently serves as the Chief Executive Officer and Creative Director for the organization.
Lilja lives in Hafnarfjordur, a suburb outside of Reykjavik in Iceland, with her fiancee Reyndir Dadi Hallgrimsson.
In addition to coverage in Icelandic and other European newspapers and magazines, Lilja has been covered in the United States media as well. Lilja"s appointment of Icelandic strongman and Game of Thrones star, Hafthór Júlíus Björnsson as the brand ambassador for the perfume, Vatnajokull also received attention from blogs.
