Q: Each of you underwent a hair transformation. What did that process feel like and how does it impact the way you carry yourself on and off stage?
A: There’s something about sitting in that chair and committing to a change that instantly shifts your energy. Before you even see the final result, you’re already in a different headspace. For all of us, the process was different but the feeling coming out was the same: we felt more confident. When your hair reflects where you are, you carry it differently.
On stage, it adds another layer to the performance. Our hair moves and catches light. Having looks that we’re each excited about means that energy translates. The audience feels it because we feel it.
This transformation is about stepping into our new era and honestly? We’re just getting started.
Q: What was your reaction to seeing each other’s transformations?
A: Excited! Genuinely, totally excited. We were all together for the whole process, so we got to watch everything in real time, but seeing each complete, finished look still hits differently. Every single one of us had a moment.
And Yoonchae going all over blonde? That was THE moment. Watching that transformation come together step by step and then seeing the full finished look, we lost it. We were not calm. At all.
There was a lot of ‘wait, WAIT.’ A lot of excitement, honestly. Watching our visions fully come to life, especially when we know how much thought went into each look, is just the most exciting thing to be part of. We were hyping each other up the whole time.
Q: How does your new look reflect your new era?
A: The “PINKY UP” era is all about giving main character mindset, reminding yourself that you belong in every room you walk into. We are flipping the script on traditional “proper” etiquette and turning it into something modern and cool. Hair is a huge part of that. The dramatic looks aren’t just bold for the sake of being bold. They’re intentional. We wanted our outside to match where we are on the inside: more expressive, more us. We always try to find duality within out music, and the look for this “PINKY UP” era is no different balancing elegance, with edge and attitude perfectly.
Q: For this transformation, did you have an idea of what you want, or did you just trust the pros to make magic happen?
A: We all came in with a vision. We had been thinking about our looks for a while, dreaming about them, collecting references. That felt important to us. These new looks are personal, an extension of who we are right now. So, we wanted to be active in the process. We knew what we wanted to say with our hair. And the Matrix stylists helped us say it exactly right
Q: Music festivals are a place for bold expression. How did your Matrix hair looks complete your Festival performance?
A: Festival performances are all about presence and when your hair is part of that presence, you feel it. We aren’t just debuting a new look, but also our new single, so we knew we had to show up bigger and bolder than ever. “PINKY UP” is a track that radiates confidence, where grace transforms into strength and we were excited to bring that energy to life with Matrix through our hair. On a stage like Coachella, every visual detail matters. Having our hair expertly done with Matrix lets us focus on what truly matters: performing.
Matrix is known for its “uncomplicating” approach to professional hair. How does that philosophy resonate with your busy, fast-paced lifestyles as rising global stars?
Ans. Our schedules are fast-paced, and simplicity matters. We need products that perform reliably and adapt to our needs without adding extra steps. That uncomplicated approach gives us the freedom to focus on performing and creating.
Hair plays such a visible role in your looks – how do you go about selecting your hairstyles? Ans. We think about how each hairstyle supports movement, performance, and confidence. It needs to feel authentic to each person while still working cohesively as a group. Celebrating natural texture and individuality is always part of that process.
Choreography is such a big part of your shows. How important of a role does hair play in this?
Ans. Hair plays a significant role in choreography. The way it moves can accentuate certain movements and add emotion to the performance. When hair moves well, it allows us to stay fully present on stage.
Each of you is paired with a specific product and a “move” in this campaign. How does your Matrix Move reflect your individual personality within the group?
Ans. Each move highlights a different energy we bring to the group, from strength to softness to versatility. Together, they reflect how individuality and unity can exist at the same time, which is central to who we are.
How do you hope this partnership inspires your fans (EYEKONS) to express their own unique identities through their hair?
Ans. We hope it encourages our fans to explore, experiment, and embrace what makes them unique. Hair should feel empowering and joyful, not limiting.
As a “global” girl group, you’re always on the move. What are the “Matrix Must-Haves” that stay in your travel kits to keep your hair stage ready?
Ans. We each lean on different things depending on how we move and perform, but there are a few non-negotiables we always travel with. A Curl Can Dream keeps curls defined and bouncy, Miracle Creator is our go-to for prepping hair for anything, Build-A-Bond helps keep our hair strong through constant styling, Mega Sleek keeps looks polished during intense choreography, and Food For Soft keeps everything feeling hydrated and touchable no matter where we are.
