Matrix has appointed girl group Katseye as Global Brand Ambassadors.
The L’Oréal-owned professional hair care brand is teaming up with the Grammy-nominated girl group – formed on Netflix documentary Pop Star Academy: Katseye – to front new campaign, Matrix Moves.
The campaign will spotlight six signature products and styles – one for each member of the band – showcasing how Matrix products hold up during performances.
The partnership reinforces the brand’s commitment to Matrix Joy – its belief that hair care should be “empowering, uncomplicated and a source of joy every day” – and is rooted in Matrix’s mission of ‘All Hair Types. All Humans’.
“Katseye is a powerful representation of the next generation,” said Andrew Edwardson, Global General Manager at Matrix.
“Where each girl’s unique energy, movement, personality, and, of course, hair identity come together to create something even greater.
“They echo the Matrix ethos that everyone is welcome to come as they are and that professional grade hair is a universal right.
“The way Katseye use hair to fully express themselves and amplify their signature choreographies make them a natural embodiment of the brand.”
The campaign highlights Matrix’s six hero collections, each paired with a member of the girl group.
Katseye will front Matrix's Matrix Moves campaign. (L-R Top: Yoonchae, Sophia, Megan. Bottom: Daniella, Manon, Lara)
Daniela is said to embody the ‘soft slay’ with Food For Soft, highlighting “touchable, hydrated texture”.
Lara brings ‘the sleek swerve’ with Mega Sleek, showcasing ultra-smooth, frizz-free precision.
Matrix said Sophia highlights ‘the glow throw’ using Glow Mania, for a high-shine, radiant finish.
Manon spotlights A Curl Can Dream with ‘the bounce drop’, said to define and celebrate the natural pattern and volume of curls.
Megan is described as showing strength with ‘the bond baddie’, using Build-A-Bond to show strength and resilience.
Finally, Yoonchae claims to show versatility with ‘the miracle maknae’, with multi-tasking Miracle Creator keeping hair prepped and ready for any style.
“Matrix represents our shared values of inclusivity, self-expression and joy,” said Katseye in a statement.
“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.”
In addition to their partnership with Matrix, Katseye is also working with K-beauty brand Laneige as Global Partner.
In 2025, the girl group partnered with Lush to launch a limited edition collection inspired by their second EP, ‘Beautiful Chaos’.
Related content:
- Laneige names girl group Katseye as Global Partner
- Shiseido lands Blackpink’s Lisa as Global Ambassador
- L’Oréal Professionnel unveils crew of Global Creative Contributors to ‘evolve’ brand
- Viktor & Rolf taps TSITP star Gavin Casalegno as Spicebomb VIP Ambassador
- Anastasia Beverly Hills signs Antonela Roccuzzo as Global Brand Ambassador