Matrix has announced that Alfredo Lewis, influencer stylist and long-time Matrix collaborator, will take on a newly created role serving as a global brand spokesperson and ambassador to the trade, acting as a chief engagement officer on behalf of the brand with a mission to drive the brand’s inclusivity values and be a force for progress in the hairdressing industry.

In this new capacity, Lewis will spearhead several initiatives including identifying key opinion makers and artists and connecting them to the brand; helping to build digital communities to diversify the reach and connectedness within the professional industry; and serving as a public spokesperson and advocate to champion the Matrix brand positioning “All Hair Types. All Humans" brand platform at global events and activities.

“Alfredo truly represents the spirit of the Matrix community," said Shane Wolf, Worldwide president, L'Oréal Professional Products Division US Brands. "He will help us expand our reach, foster new connections, and be the leading voice of Matrix brand values in the professional industry and digital space,”

Lewis previously served as a Matrix Global educator and ambassador, and in 2020 joined Matrix as the Global head of education, overseeing the brand’s education strategy, developing education platforms and initiatives, and driving the growth of the global artistic network. Through his education leadership he brought to life the Matrix brand re-invention, inspiring thousands of hairdressers across the world. Additionally, he launched the successful M Life video series, featuring the inspirational personal stories of some of the hair industry’s top colorists and stylists.

“I am honored and ecstatic to take on this innovative new role that I feel is on the pulse of what’s happening in our industry," said Lewis. "I am ready to bring my expertise to work with Matrix in this exciting next chapter of my career to help drive the brand mission forward and expand our communities and reach in the industry.”

As a celebrity stylist and influencer pioneer, Lewis harnessed the power of social media early on having developed in 2014 a professional influencer network with a reach of 10 million followers. Lewis’s in-depth stylist knowledge, mentorship abilities, and social media savvy will continue to strengthen Matrix’s commitment to build and unite the most digital global community of hairdressers where everyone is welcome and everyone is celebrated.