Mumbai: Professional haircare brand Matrix has announced global pop group KATSEYE as its new Global Brand Ambassador, marking a new phase for the brand as it continues to expand its presence in the global professional haircare market. The partnership brings together Matrix’s four-decade legacy in professional haircare with the influence of one of today’s rising international music groups.
Aligned with its mission, “All Hair Types. All Humans,” Matrix said the collaboration reinforces its focus on inclusivity, creativity and self-expression within professional haircare. As part of the association, KATSEYE will lead Matrix Moves, the brand’s global campaign for 2026 that celebrates the relationship between hair and movement.
The campaign introduces the concept of “Hairography,” positioning hair as an extension of personal identity and performance. Directed by Cody Critcheloe and photographed by Carin Backoff, with styling by Kyle Lu, the visuals combine KATSEYE’s high-energy choreography with Matrix’s colourful brand aesthetic.
The initiative also highlights six signature Matrix products, each represented by a member of KATSEYE to demonstrate performance-ready hair during intense choreography. These include product lines such as Mega Smooth and Instacure, designed to deliver results across a wide range of hair textures.
Through the collaboration, Matrix aims to further strengthen its positioning as a professional haircare authority that celebrates diversity, creativity and the “Joy of hair” both on stage and in everyday life.
