Matrix Aligns With KATSEYE’s Global Rise

Matrix has officially named KATSEYE its new global ambassadors, entering a one-year partnership with the L’Oréal-owned salon brand. The collaboration arrives at a pivotal moment in the group’s ascent, as their presence continues to ripple across global stages and screens. Fresh off a Grammy Awards Best New Artist nomination and a recent turn as the faces of Laneige’s JuicePop Box Lip Tints, the group embodies a visual rhythm defined by motion—hair catching light mid-step, polished lengths bending with movement, color reading differently with every turn of the head.

Yoonchae, Lara, Sophia, Megan, Manon, and Daniela now carry that same cross-cultural charge into the world of Matrix, where hair is treated as both texture and language. The partnership places the brand firmly within Gen Z’s beauty conversation—one shaped by expressive shine, soft structure, and the intimate confidence of styling that feels lived-in, intentional, and unmistakably personal.

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Inside the “Matrix Moves” Campaign

The partnership launches with Matrix Moves, a campaign centered on the idea that hair carries rhythm, intention, and personality. Andrew Edwardson, global general manager at Matrix, describes the concept as rooted in movement and what he calls “hairography”—a visual language that draws from choreography and the way hair moves in sync with performance.

Rather than positioning music as a backdrop, the campaign’s visuals treat hair as part of the dance itself—swinging, bending, and catching light with each shift in motion. The message echoes Matrix’s long-standing platform of “all hair types, all humans,” reinforcing inclusivity through movement, texture, and the individuality of expression. Hair becomes not just a finishing touch, but an extension of identity—fluid, intentional, and unmistakably alive.

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A 40-Year Brand Reframed for Gen Z

Founded in 1980, Matrix has spent the past several years quietly recalibrating its image for a new generation. Five years ago, the brand unveiled a refreshed logo alongside the Hair Diversity Matrix Scorecard, a framework designed to expand representation across both marketing and professional education—signaling a shift toward visibility as value, not trend.

By 2025, Matrix leaned more decisively into pop-cultural relevance, launching a social-first series with personalities from Love Island USA. Featuring Rob Rausch and Kendall Washington, the campaign spotlighted Food For Soft Multi-Use Hair Oil Serum through influencer house visits across New York City, capturing hair in motion—glossy lengths under natural light, texture reading real, wearable, and lived-in.

The partnership with KATSEYE extends that evolution with intention. By centering youth culture, performance, and the kinetic energy of hair in motion, Matrix positions itself not as a legacy brand chasing relevance, but as one redefining it—where expression, movement, and identity take the lead.

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Hair as Identity on a Global Stage

Andrew Edwardson, global general manager at Matrix, has framed the collaboration as an intuitive alignment—one rooted in layered nationalities, distinct personal aesthetics, and the idea that hair carries meaning before a word is spoken. Each member of KATSEYE brings a clearly defined visual code, reinforcing Matrix’s long-held belief that every texture, tone, and identity deserves visibility without hierarchy.

For KATSEYE, whose presence is shaped by synchronized movement and precision choreography, hair becomes inseparable from performance. It swings, lifts, catches light, and settles back into place—marking rhythm, emotion, and individuality in real time. Within the framework of Matrix Moves, hair is no longer treated as a finishing touch, but as part of the language of motion itself.

As both brand and group look toward 2026 as a breakout year, the campaign positions hair as something lived and expressive—an outward signal of how identity moves through space, culture, and the world at large.