Matrix names KATSEYE as its new Global Brand Ambassadors, marking a one-year partnership with the Grammy-nominated girl group. The collaboration stands as the first of its kind for both Matrix and KATSEYE. According to Global General Manager Andrew Edwardson, the alliance reflects a shared focus on inclusivity, individuality, and movement.
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The six-member group: Yoonchae, Lara, Sophia, Megan, Manon, and Daniela, steps into the role with a campaign built around Matrix Moves. Developed together with the brand, Matrix Moves introduces six signature looks inspired by each member’s personality and hair identity. Each look connects to one of Matrix’s hero products and centers on performance under motion.
Matrix positions Matrix Moves as a response to the demands of choreography. The concept focuses on hair that keeps pace with flips, spins, and high-energy movement. The brand frames the initiative as a shift in performance haircare, where choreography transforms into “hairography.”
The partnership aligns with Matrix’s mission of “All Hair Types. All Humans.” The brand has long presented professional-grade haircare as accessible across textures and styles. By welcoming KATSEYE, Matrix underscores its focus on inclusive beauty and everyday confidence.
Edwardson describes KATSEYE as representative of the next generation of Matrix. He points to each member’s individual energy, movement, and hair expression as a natural extension of the brand’s direction. He emphasizes Matrix Joy, a concept rooted in vibrant energy and confidence that comes from feeling your best.
KATSEYE echoes that sentiment. The group expresses excitement about joining the Matrix family and highlights the alignment between the brand’s values and their own. They cite inclusivity, joy, and self-expression as shared principles. As a global group with varied textures and styles, they note the rarity of finding a brand that addresses each member’s hair needs. On stage, they view hair as a key accessory that must withstand choreography while maintaining a healthy and vibrant appearance. They credit Matrix with delivering that consistency during performances and express eagerness to share that confidence with fans worldwide.
The announcement follows another recent beauty partnership for the group. Less than a month earlier, KATSEYE joined the Laneige talent roster as faces of the JuicePop Box Lip Tints. The Matrix collaboration expands their presence within the beauty sector and positions them within a 40-year-old salon brand owned by L’Oréal.
