Global girl group KATSEYE stars in the Matrix Moves 2026 campaign, bringing “Hairography” to life — the idea that hair is an extension of movement and self-expression.
Professional haircare brand Matrix has announced global girl group KATSEYE as its new Global Brand Ambassadors. The partnership marks a bold new chapter for the label, merging 40 years of inclusive professional haircare with the magnetic energy of one of today’s most captivating groups.
Matrix Joy: the strand that ties it all together
Matrix has always stood for one clear mission: “All Hair Types. All Humans.” With KATSEYE on board, the brand doubles down on the concept of Matrix Joy — the belief that haircare should be empowering, uncomplicated, and a daily source of joy.
The group’s diverse range of hair textures makes this partnership a living, modern expression of inclusive beauty. Each member brings a different hair story, reflecting the full spectrum of Matrix’s philosophy.
“KATSEYE is a powerful representation of the next generation: where each girl’s unique energy, movement, personality, and hair identity come together to create something even greater. They echo Matrix’s values that everyone is welcome to be who they are and that professional-level hair is a universal right. The way KATSEYE uses hair to fully express themselves and amplify their iconic choreography makes them a natural embodiment of the brand. At Matrix, we believe in the power of joy — the vibrant, colorful, luminous energy that comes from truly feeling your best and being your most authentic self. Together with KATSEYE, we’re excited to show how great hair can make every look feel truly iconic.” — Andrew Edwardson, Global General Manager of Matrix
Matrix Moves: when hair becomes choreography
As Global Brand Ambassadors, KATSEYE will headline Matrix Moves, the brand’s global 2026 campaign directed by Cody Critcheloe, photographed by Carin Backoff, and styled by Kyle Lu. At its core is the concept of Hairography: the idea that hair is an extension of movement and a powerful tool for self-expression.
The visuals blend KATSEYE’s dynamic performance style with Matrix’s signature spirit: colorful, optimistic, and inspiring. Each member of the group embodies a specific product and a signature move.
“Matrix represents our shared values of inclusion, self-expression, and joy. As a global group with diverse hair textures and styles, it’s 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!” — KATSEYE
Six members, six products, six iconic moves
Manon brings the energy with “The Bounce Drop”, powered by A Curl Can Dream to define and celebrate her natural curl pattern and volume. The move: “Put your definition in play with a sharp hair toss, then a slow body drop for an effortless, fluid finish.”
Yoonchae defines versatility with “The Miracle Maknae”, powered by the multi-tasking Miracle Creator. The move: “Move like a miracle with a side hand roll over the head and body sway, sealed with a soft hair touch for ultimate softness.”
Megan embodies strength with “The Bond Baddie”, featuring Build-A-Bond. The move: “Activate those hair bonds with a playful head tilt and hair tug, finished with a powerful head whip.”
Lara delivers “The Sleek Swerve” with Mega Sleek, showcasing ultra-smooth, frizz-free precision that stays sharp through intense choreography. The move: “Show your sleek side with repeated strand strokes down the full length, and a smooth slowdown on the final pass.”
Daniela owns “The Soft Slay” with Food For Soft, highlighting a hydrated, pliable texture that flows with every beat. The move: “Deliver serious softness with a hydrated hair whip, finished with a sassy flick and a smooth body roll.”
Sophia captures the light with “The Glow Throw”, using Glow Mania for a high-shine, radiant finish that dazzles from every angle. The move: “Rise and shine with a powerful double hair swing, finished with ‘sparkle fingers’ for an extra touch of brilliance.”
40 years of professional haircare — now in motion
Matrix’s flagship lineup — including Food For Soft, Mega Sleek, Glow Mania, A Curl Can Dream, Build-A-Bond, and Miracle Creator — was built to beautify every hair type with shine, strength, and definition. The brand’s “uncomplicated professional” promise means high-performance formulas that deliver bounce, flow, and control, whether on a world stage or in everyday life.
With KATSEYE, Matrix reaffirms that everyone can find the right fit for their hair — driven by a brand that stands for color, confidence, and the unmistakable joy of hair that moves.
Stay up to date with the partnership by following @matrix on all social platforms.
Photo: Carin Backoff / Press Release
