KATSEYE and Matrix are a natural fit, and the numbers back it up. The GRAMMY-nominated global girl group, formed through HYBE and Geffen Records’ Dream Academy and Netflix’s Pop Star Academy, earned nominations for Best New Artist and Best Pop Duo/Group Performance for “Gabriela,” saw their EP ‘BEAUTIFUL CHAOS’ debut in the top five of the Billboard 200, and wrapped a sold-out first North American tour. Matrix, a professional haircare brand with a 40-year legacy built around the mission of “All Hair Types. All Humans,” has named the group its new Global Brand Ambassadors.
The partnership launches with Matrix Moves, a 2026 global campaign built around the concept of “Hairography,” the idea that hair is an extension of movement and self-expression. Directed by Cody Critcheloe, the campaign gives each of the group’s 6 members their own signature product and movement, from Manon’s curl-defining “Bounce Drop” to Sophia’s shine-forward “Glow Throw.” The diversity of hair textures across the group makes the campaign’s inclusive messaging concrete rather than aspirational.
“Matrix represents our shared values of inclusivity, self-expression, and joy,” KATSEYE said. “As a global group with diverse hair textures and styles, it is rare to find a brand that truly works for all of us.” With members hailing from across the US, Europe, and Asia, that statement carries genuine weight.
The campaign arrives as KATSEYE continues building serious momentum. Their single “Internet Girl,” a sharp, self-aware pop track exploring digital identity and online visibility, follows a breakout year that included being crowned TikTok’s Global Artist of the Year. The global hit “Gnarly” from ‘BEAUTIFUL CHAOS’ ranked among 2025’s most acclaimed songs, with praise coming from the New York Times, Rolling Stone, Billboard, and Complex.