Celebrity Name: KATSEYE (Yoonchae, Lara, Sophia, Megan, Manon, Daniela)
Brand Name: Matrix (L’Oréal Professional)
Deal Type: Global Brand Ambassadorship
Announced: February 18, 2026
Impact: Elevates Matrix’s inclusive, performance-ready haircare positioning while cementing KATSEYE as a cross-category beauty and lifestyle powerhouse.
- KATSEYE are the first-ever global brand ambassadors in Matrix’s 40-year history, fronting the new “Matrix Moves” campaign
- The campaign introduces “hairography,” the idea that hair is an active extension of dance and performance, not just a look
- Each KATSEYE member is paired with a signature Matrix product and a unique named hair move (e.g., Manon’s The Bounce Drop, Sophia’s The Glow Throw)
- This deal adds to a red-hot streak for KATSEYE, who have already locked in Laneige, Erewhon, and State Farm partnerships in the first two months of 2026
KATSEYE is officially in their hair era. The six-member global girl group (Yoonchae, Lara, Sophia, Megan, Manon, and Daniela) has been named the first-ever global brand ambassadors for Matrix, the L’Oréal-owned professional hair care brand with over 40 years in the industry.
The partnership kicks off with Matrix Moves, a bold 2026 global campaign built around the concept of “hairography,” the idea that hair isn’t just a style choice, it’s a performance tool.
Directed by Cody Critcheloe and shot by photographer Carin Backoff, the campaign gives each KATSEYE member her own signature move and matching Matrix hero product. Manon leads The Bounce Drop using the A Curl Can Dream system, while Sophia brings sparkle with The Glow Throw.
Matrix says the partnership is rooted in its long-standing mission, ‘All Hair Types. All Humans.’ Global General Manager Andrew Edwardson put it plainly: “The way KATSEYE use hair to fully express themselves and amplify their signature choreographies make them a natural embodiment of the brand.”
KATSEYE’s own statement echoed that energy: “Our hair is essential. On stage it has to move with us while staying healthy and vibrant. Matrix gives us the confidence to perform at our best and show up authentically for fans around the world!”
The timing couldn’t be better. KATSEYE is having a breakout 2026. They just dropped the Erewhon “Gabriela” smoothie, starred in State Farm’s Super Bowl LX commercial rocking Bon Jovi’s Livin’ on a Prayer, received a Grammy nomination for Best New Artist, and are now global partners for K-beauty brand Laneige.
The Matrix deal cements their status as one of the most commercially sought-after groups in the world right now.
Takeaways:
This is bigger than a hair deal, it’s a brand architecture move. Matrix isn’t just buying reach; they’re buying identity. KATSEYE brings genuine hair diversity across six members, which gives Matrix a credible, authentic platform to say “All Hair Types. All Humans” rather than just claim it.
What’s striking is the speed of KATSEYE’s commercial momentum. In just over six weeks in 2026, they’ve stacked Laneige, Erewhon, State Farm, and now Matrix.
For a group formed on a Netflix reality show (Pop Star Academy: Katseye), that’s a remarkable trajectory, and it signals that brands across beauty, wellness, and lifestyle are racing to lock them in before their asking price climbs even higher.
The “hairography” concept is also smart storytelling. It ties performance credibility directly into a product benefit (hold, movement, and style under pressure), which is far more compelling than a typical celebrity endorsement photo.
Which member’s Matrix Move or hero product do you see becoming the breakout fan favorite? With KATSEYE stacking four major brand deals in under two months, are we watching the birth of the next generation’s defining pop group endorsement empire?
