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.
Speaking on the partnership, KATSEYE said, “Matrix represents our shared values of inclusivity, self-expression, and joy. As a global group with diverse hair textures and styles, it is rare to find a brand that truly works for all of us. Our hair is essential. On stage it has to move with us while staying healthy and vibrant. Matrix gives us the confidence to perform at our best and show up authentically for fans around the world!”
As Global Brand Ambassadors, KATSEYE will front Matrix Moves, a 2026 global campaign that celebrates the connection between hair and motion, introducing a new concept: “Hairography.” Hairography positions hair as an extension of choreography, a styling tool that enhances movement and performance rather than just completing the look.
Six hero styles, six performance proven hair stories
The Matrix Moves campaign highlights six signature Matrix products, each personified by a different KATSEYE member to demonstrate how the formulas support specific hair needs in motion:
- Manon brings energy with “The Bounce Drop” using A Curl Can Dream to define and celebrate natural curl pattern and volume, finished with a sharp hair bounce and slow body drop for fluid, defined curls that stay in place.
- Yoonchae defines versatility with “The Miracle Maknae” powered by Miracle Creator, a multi tasking prep and perfecting spray that keeps hair ready for any style, paired with a headside hand roll, body bounce, and a smooth hair stroke.
- Megan embodies strength with “The Bond Baddie” featuring Build A Bond, showcasing hair that is both resilient and stylish through powerful head tilts, hair tugs, and a strong head whip.
- Lara delivers “The Sleek Swerve” using Mega Sleek for ultra smooth, frizz free precision that holds through intense choreography, shown with repeated full length strand strokes and a slow, controlled finish.
- Daniela masters “The Soft Slay” powered by Food For Soft, highlighting touchable, hydrated texture that flows with every beat through hydrated hair whips, playful shakes, and smooth body rolls.
- Sophia captures the light with “The Glow Throw” using Glow Mania for high shine, radiant hair that dazzles from every angle, complete with a double hair toss and “sprinkle fingers” for a sparkling finish.
Matrix’s “uncomplicated professional” Promise
With this campaign, Matrix is reinforcing its legacy of offering “uncomplicated professional” hair solutions that are easy to use but performance driven. Hero products like Food For Soft, Mega Sleek, Glow Mania, A Curl Can Dream, Build A Bond, and Miracle Creator are formulated to boost shine, strength, and definition across every hair type.
