Professional haircare brand Matrix announced on 19th February 2026 that global girl group KATSEYE will serve as its new Global Brand Ambassadors. The partnership signals Matrix's commitment to inclusive professional haircare, celebrating diversity in all hair textures.
The brand champions 'Matrix Joy', a philosophy positioning haircare as a source of empowerment. KATSEYE's members, known for their varied hair types and energetic stage presence, will embody this vision. Their involvement aims to demonstrate how professional-grade products support self-expression.
The collaboration launches the 'Matrix Moves' campaign in 2026. Directed by Cody Critcheloe and photographed by Carin Backoff, the campaign introduces 'Hairography,' a concept linking hair styling to dynamic movement. This approach merges KATSEYE's performance identity with Matrix's upbeat branding.
Six key Matrix products feature in the campaign. Each KATSEYE member highlights a specific product and styling technique. Manon uses A Curl Can Dream for 'The Bounce Drop,' while Yoonchae employs Miracle Creator for 'The Miracle Maknae' style. Megan's 'The Bond Baddie' showcases Build-A-Bond for strength. Lara uses Mega Sleek for 'The Sleek Swerve,' Daniela applies Food For Soft for 'The Soft Slay,' and Sophia uses Glow Mania for 'The Glow Throw' to achieve shine.
This alliance reinforces Matrix's core mission statement: "All Hair Types. All Humans." The featured products – Food For Soft, Mega Sleek, Glow Mania, A Curl Can Dream, Build-A-Bond, and Miracle Creator – are formulated to improve hair health and manageability for diverse needs.
