Matrix names KATSEYE as global brand ambassadors

Matrix named global girl group KATSEYE as its global brand ambassadors to associate the company with inclusivity, self-expression and the concept the release called Matrix Joy.

The release referenced Matrix's 40-year history and the mission “All Hair Types. All Humans.” It identified Matrix as part of the L'Oréal Professional Products Division and described the company's portfolio as inclusive. The release described KATSEYE as GRAMMY‑nominated, recently completing a sold-out first North American tour, and having an EP that debuted in the top five of the Billboard 200.

The release described Matrix Moves as a 2026 global campaign organized around the concept “Hairography,” framing hair as an extension of movement. The campaign highlighted six products—Food For Soft, Mega Sleek, Glow Mania, A Curl Can Dream, Build-A-Bond and Miracle Creator—and said each product was personified by a member and a named performance style.

Production credits in the release named Cody Critcheloe as director, Carin Backoff as photographer and Kyle Lu as stylist. The release also described Matrix's hero products as formulated to beautify every hair type with shine, strength and definition and to provide bounce, flow and control during performance or daily wear.

“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!” said KATSEYE.

The companies described plans to run the Matrix Moves global campaign in 2026 and to have KATSEYE appear at Coachella in April 2026.