Professional haircare brand Matrix has enlisted global girl group KATSEYE as its new Global Brand Ambassadors.
The partnership is launching in Australia as part of an international campaign designed to strengthen its position in the competitive professional haircare market.
The appointment forms part of a major brand platform rollout anchored in Matrix Moves. This global campaign will spotlight the intersection of hair and identity, while reinforcing Matrix’s inclusive positioning across salon audiences.
Backed by L’Oréal’s Professional Products Division, Matrix is leveraging KATSEYE’s cultural momentum to deepen its connection with younger consumers and multicultural audiences.
This is particularly relevant in markets like Australia, where diversity is (thank goodness) reshaping beauty norms.
KATSEYE. Source: Matrix
Global girl group becomes face of Matrix’s next growth chapter
The partnership aligns with Matrix’s core brand mission of inclusivity, framed by its long-standing ethos of “All Hair Types. All Humans.”
Andrew Edwardson, Global General Manager of Matrix, said the group’s identity made them a natural fit for the brand’s evolution.
“KATSEYE is a powerful representation of the next generation. Their unique energy and hair identity come together to create something even greater. They echo the Matrix ethos that everyone is welcome to come as they are. The way KATSEYE use hair to express themselves makes them a natural embodiment of the brand,” he said.
For Matrix, which celebrates its 40-year heritage, the collaboration signals a move to fuse salon credibility with contemporary influence.
Campaign platform built around performance and identity
As part of the rollout, KATSEYE will headline Matrix Moves, a 2026 global campaign exploring “hairography.” This positions hair as an extension of movement.
The campaign brings heavyweight creative credentials, directed by American filmmaker Cody Critcheloe and photographed by Carin Backoff, with styling by Kyle Lu.
Each KATSEYE member will front a specific Matrix product, reinforcing the brand’s portfolio across performance-driven categories, including curl definition and bond repair.
Cultural relevance and inclusivity at the centre of brand strategy
For KATSEYE, the partnership reflects a shared emphasis on inclusivity and authenticity. These themes are increasingly central to global beauty marketing.
Speaking on the collaboration, the group said: “Matrix represents our shared values of inclusivity and joy. As a global group with diverse hair textures, we find it rare to find a brand that works for all of us. Our hair is essential. On stage, it must move with us while remaining healthy. Matrix gives us the confidence to perform at our best for fans around the world!”
The appointment underscores how global music acts are becoming critical brand-building vehicles for beauty companies seeking to expand their reach.