Matrix is teaming up with global girl group KATSEYE as its new Global Brand Ambassadors, bringing professional haircare into the pop spotlight with a focus on movement, inclusivity, and what the brand calls “Matrix Joy.” This partnership leans into the brand’s mission of “All Hair Types. All Humans,” spotlighting diverse hair textures and performance-ready styling that still feels authentic and fun for fans worldwide.
Matrix meets KATSEYE: hair that moves on stage
Professional haircare brand Matrix, part of L’Oréal’s Professional Products Division and founded in 1980, has built its reputation on accessible, salon-grade formulas that work for all hair types. With KATSEYE, a GRAMMY®-nominated global girl group, the brand is amplifying that message for a new generation of beauty consumers who see hair as core to their identity, both online and on stage.
The group, formed through HYBE and Geffen Records’ Dream Academy and Netflix’s Pop Star Academy, includes six…
members from across the U.S., Europe, Asia, and beyond, making them a truly global pop force. They recently wrapped a sold-out first North American tour and will make their Coachella debut in April 2026, further cementing their influence on music, fashion, and now hair.
A partnership built on inclusivity and self-expression At the heart of this collaboration is a shared belief that professional haircare should be simple, joyful, and inclusive for every texture and style.
Matrix frames this as “Matrix Joy” haircare that feels empowering yet uncomplicated, designed to support everyday life and high-impact performances alike.
Andrew Edwardson, Global General Manager of Matrix, said, “KATSEYE is a powerful representation of the next generation: where each girls’ unique energy, movement, personality and, of course, hair identity come together to create something even greater.” He added that the way KATSEYE uses hair to express themselves and amplify their choreography makes them a natural fit for the brand’s vision of professional-grade hair as a universal right…
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