Professional haircare brand Matrix has announced global music group KATSEYE as its new global brand ambassador, marking a major collaboration that blends beauty, music and performance culture. The partnership will headline Matrix Moves, a global campaign set to roll out through 2026, highlighting the dynamic relationship between hair, movement and stage performance.

At the heart of the campaign is the concept of “Hairography”, which positions hair as an expressive element of choreography and identity. Instead of treating hair purely as a styling outcome, the campaign portrays it as an active participant in performance, moving in sync with rhythm, dance and energy on stage.

The campaign visuals are driven by choreography-led storytelling, demonstrating how professional hair styling holds up under intense stage routines and continuous motion. Directed by Cody Critcheloe and photographed by Carin Backoff, the films combine high-energy dance performances with bold hair aesthetics to emphasise the connection between beauty and performance.

As part of the initiative, six products from the Matrix portfolio are highlighted, each associated with a different member of KATSEYE. The products are showcased in real performance scenarios, illustrating how they support styling, durability and hair health during demanding choreography. Key ranges featured in the campaign include Mega Smooth and Instacure, positioned around hair repair, styling and maintenance across diverse hair textures.

By collaborating with a global music group known for its strong stage presence, Matrix aims to connect with younger audiences while reinforcing its professional haircare credentials.

Founded in 1980, Matrix operates under L’Oréal’s Professional Products Division and is recognised worldwide for its salon-focused haircare and hair colour innovations. The new campaign reflects the brand’s evolving approach to beauty – where performance, identity and hair styling move together.