Katseye has been named as Matrix‘s new global ambassadors.
The Grammy-nominated girl group — which includes Yoonchae, Lara, Sophia, Megan, Manon and Daniela — will serve a one-year partnership with the 40-year-old, L’Oréal-owned salon brand, according to global lead Andrew Edwardson. This collaboration is the first of its kind for both Matrix and Katseye.
The announcement comes less than a month after the Best New Artist Grammy nominees joined the Laneige talent roster as the faces of its latest innovation, JuicePop Box Lip Tints.
Katseye on set with Matrix.
Speaking with WWD, Edwardson said the ambassador appointment reaffirms Matrix’s commitment to inclusivity. “The ethos of the brand has always been about celebrating uniqueness and everybody is welcome as they are. The platform is all hair types, all humans,” he said. “When you see Katseye, their diversity is what makes them so powerful. Each one has about two to three different nationalities, incredible hair, obviously, but also such unique identities within the way that they move in the world, how they interact, their dress, their personality, everything. The match was extremely natural,” Edwardson continued.
With this partnership, the brand will also debut “Matrix Moves,” a bold campaign centered around the idea that hair is an extension of rhythm and movement as much as it’s an instrument for self-expression. Katseye, Edwardson noted, embodies this. “They’re known for their amazing dances and amazing choreographies, but they’re also known for what we call ‘hairography,’ hair that moves,” he said. “Here, it wasn’t just like, ‘let’s find music,’ but it was more that even the way they dance portrays that brand value of you feel so good you just want to dance.”
From left: Katseye’s Yoonchae, Daniela, Manon, Lara, Megan and Sophia.
Courtesy of Matrix
Since its launch in 1980, Matrix has lived many lives. Five years ago, it underwent a major rebrand to broaden its consumer reach, debuting a fresh logo and a new scoreboard called Hair Diversity Matrix. This tool was designed to ensure that all marketing and educational materials would represent a wider multicultural consumer base moving forward.
In 2025, Matrix set its sights on Gen Z and proved its pop culture awareness, releasing a buzzy social media series with “Love Island USA” stars Rob Rausch and Kendall Washington. The videos saw Rausch and Washington answer influencer house calls across New York City with a morning dose of avocado toast and Matrix’s Food for Soft Multi-Use Hair Oil Serum.
Working with Katseye, Edwardson said, will hopefully now cement Matrix in the zeitgeist for Gen Z and “Zillennials.” He added: “Three years ago, you wouldn’t even think of Matrix in the top 20 rankings of prestige hair, and now we’re the fastest-growing brand in the top 10, outpacing the market five times and that.
“So, it’s kind of this beautiful moment. It’s an explosive year for Katseye; it’s an explosive year for Matrix, and the two together are going to take the thing to another level,” Edwardson continued.
