Matrix, a professional haircare brand, has named global pop group KATSEYE as its new brand ambassador. This exciting partnership brings together music, fashion, and beauty and will lead the brand’s new global campaign, “Matrix Moves,” launching in 2026.
The campaign presents a new creative idea that explores how hair, movement, and stage performance connect. Using choreography-driven visuals, Matrix shows how hair styling holds up during energetic routines and performances, something crucial for performers always in the spotlight.
Directed by acclaimed creative director Cody Critcheloe and photographed by Carin Backoff, the campaign introduces the idea of “Hairography.” This concept treats hair as an essential element of performance, much like choreography itself, emphasizing how movement, rhythm, and styling come together to create a performer’s complete visual identity.
The visuals mix KATSEYE’s signature choreography with expressive hair styling, showing how different hairstyles move, bounce, and stay in place during performances. The campaign wants to show hair as more than just beauty, it’s an active part of artistic expression.
The collaboration highlights six Matrix products, each linked to a KATSEYE member. The campaign’s films and visuals show how these products hold up during live performances, where durability, flexibility, and style are key.
The campaign features Matrix’s Mega Smooth and Instacure collections, designed to meet a range of styling and haircare needs. These products smooth, strengthen, and repair hair while keeping it flexible for styling different hair types.
Since its founding in 1980, Matrix has become a top professional haircare brand worldwide. Now part of L’Oréal’s Professional Products Division, it offers a broad range of salon-quality haircare and colour products used by professionals everywhere.
With Matrix Moves, the brand aims to connect with a new generation by linking beauty with music, performance, and visual storytelling. Partnering with global music act KATSEYE, Matrix places itself at the intersection of pop culture, creativity, and professional haircare innovation.
The campaign will launch across multiple platforms in 2026, featuring digital films, social media content, and visual stories that celebrate how hair is playing a growing role in performance and personal expression.