Luciano Duke talks about beauty, identity, and representation as Matrix arrives in Brazil

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Avenida Paulista in São Paulo was filled with colors, diversity, and a strong sense of representation on June 22. Amidst electric trios, flags, and performances, one highlight stood out: the official arrival of the professional beauty brand Matrix in Brazil. Known worldwide for its commitment to inclusivity, the brand debuts in the country reinforcing its message that beauty has no standard; and that hair is more than aesthetics, it’s an expression of identity.

And the choice of Pride Month for this launch was no coincidence. Matrix, part of the L’Oréal Group’s portfolio in Brazil, and embracing beauty as a tool of resistance, not only took part in São Paulo’s LGBT+ Pride Parade but also brought a trio elétrico (a mobile stage) to Avenida Paulista that became a platform for music, transformation, and celebration. The lineup featured names like Pepita, Banda Uó, Ravena Creole, and DJs from parties such as V de Viadão, Tersapata, and Desculpa Qualquer Coisa.

But beyond the music, the show was led by hairstylist Luciano Duke, the brand’s PRO in Brazil, who performed live hair transformations on the trio elétrico.

When beauty becomes resistance

Behind the scissors and coloring brushes, Luciano Duke carries a story that goes far beyond the salon. With a journey that blends self-discovery, overcoming challenges, and strong representation, he reflects on how beauty, identity, and acceptance walk hand in hand, especially for those who are part of the LGBTQ+ community.

“In my life, it took a while for me to find my essence and become the person I am today”, Duke shares. “In my work, I always try to bring a sensitive, out-of-the-box, and highly personalized approach because I love the diversity of beauty we have in Brazil. And the feeling of helping someone reconnect with themselves is indescribable”.

The invitation to join the Matrix team in Brazil was not just a professional achievement. It was also a personal validation. “When I received the invitation, it was beautiful, moving, and very rewarding. I, who always strive to help people see the beauty within themselves, felt seen, valued, and embraced. Professionally, being a Matrix PRO is the most fulfilling responsibility I’ve ever had. And personally, it’s the most fun experience of all”.

The hair as a banner

For Duke, hair is not just vanity. It’s a language. “We only realize how important hair is to our identity when we find The look. Hair is pure expression – sometimes political, sometimes artistic, and often emotional”.

He closely follows the transition processes of trans people and recognizes the fundamental role that a haircut, a color, or a texture can play in that journey. “It’s magical and empowering to see the impact that a confident change in hair can have during this process. Self-esteem, comfort, pride… everything changes. Once we see ourselves, there’s no unseeing. Hair becomes a banner. And when we can choose how we want to be seen, when we recognize ourselves in the mirror, everything changes”.

Memories that build purpose

Duke fondly—and painfully—remembers an experience that marked his life. “In February 2022, I attended to Évellyn Záfferah, the Baronesa. An incredible trans woman, a sign language interpreter, assertive, fun, and kind. We did a beautiful transformation and shared an afternoon full of exchange. At the end, she got very emotional and said she didn’t frequent salons because she felt uncomfortable with the stares and the way she was treated”.

“She said she saw something very special in me, that she felt welcomed, respected, and that my gentle soul would take me far. To this day, whenever I hesitate, I remember her words and keep moving forward. Unfortunately, Baronesa has left us—life is cruel to those on the margins of society—but what she taught continues to resonate. Her name will not be forgotten”.

Entrepreneurship with authenticity

The beauty market, although it seems diverse, still carries many barriers for LGBTQ+ people. And Duke doesn’t soften this reality. “The market is still very prejudiced. And things that shouldn’t matter, unfortunately, still close doors. But I would never advise anyone to suppress their own identity”.

He emphasizes that the way forward lies in improvement and authenticity: “Always strive to improve. Study, take courses—and if you don’t have the resources, seek free education on the internet. Be so good they can’t ignore you. And if you still don’t feel welcomed in traditional salons, create your own space. Start small, but with truth, skill, and a humanized, welcoming service”.

Support that needs to be real, not just marketing

During Pride Month, brands that take a superficial stance are quickly questioned. But for Duke, Matrix came in taking a different approach. “We live in an era where the so-called ‘pink money’ is highly sought after. So seeing a brand like Matrix—one that from the start positions itself for diversity, values, encourages, embraces, and invests in our power—is something special. It’s a genuine stance, one that truly commits, gets involved, and strengthens for real”.

What to expect from Matrix in Brazil

Matrix’s arrival in Brazil brings a portfolio of seven products designed for the diversity of Brazilian hair. And Duke already has his favorites: “Miracle Creator is a favorite among professionals. It makes cutting, blow-drying, and any procedure easier—it’s the salon’s wildcard. And for those caring for their hair at home, the Food for Soft oil is perfect. It contains hyaluronic acid, avocado oil, and has a lightweight texture that works for any hair type”.

Is Matrix for you?

Duke’s answer is quick, direct, and delivered with the sharp humor that’s become his trademark: “Yes, honey, Matrix is for you! Self-care has never been more valued than it is now. And having a haircare routine with a brand that delivers professional technology, high-performance results, accessibility, and still respects who you are, values your identity, and encourages you to live your truth — that’s what makes Matrix… Matrix”.

“It’s for me, it’s for you, it’s for all hair types and for all humans. For anyone who wants to care for themselves with truth and freedom. It’s so you can look in the mirror and feel #unREALhair every single day”.

Learn more about the line:

Matrix Food for Soft Hydrating Shampoo – R$79.90 (30ml), R$146.90 (1L)

The Hydrating Shampoo for dry hair delivers instant results, providing 7x more hydration and a soft touch for up to 72 hours when used as part of the system with Food For Soft Shampoo, Conditioner or Mask, and Oil, instead of shampoo without conditioner. Suitable for daily use. With a vegan formula, it leaves hair hydrated and soft, with a smooth finish and extra shine, frizz-free, less porous, and safe for color-treated hair.

Matrix Food for Soft Hydrating Conditioner – R$94.90 (300ml), R$177.90 (1L)

Infused with avocado oil and hyaluronic acid, it restores hydration to dry and brittle hair, delivering 7x more moisture for up to 72 hours when used as part of the system with Food For Soft shampoo, conditioner or mask, and oil—instead of shampoo without conditioner. With a vegan formula, it leaves hair hydrated and soft, with a smooth finish and extra shine. Hair is frizz-free, less porous, and the formula is safe for color-treated hair.

Matrix Food for Soft Hydrating Hair Mask 500ml – R$209.90

With avocado oil and hyaluronic acid to hydrate and retain moisture from roots to ends, suitable for all types of dry and damaged hair. Its vegan formula leaves hair hydrated and soft, with a smooth finish and extra shine, frizz-free, less porous, and safe for color-treated hair.

Hair Oil 50ML Matrix Food for Soft – R$167.90

Serum and leave-in treatment with avocado oil and hyaluronic acid to deliver softer, smoother hair with heat protection. Its vegan formula provides 7x more hydration for up to 72 hours*, with a lightweight texture for buildable application that won’t weigh hair down, leaving it moisturized and shinier. It locks in moisture and acts as a heat protectant for temperatures up to 233°C (451°F).

*When used as a system with the Food For Soft shampoo, conditioner or mask, and oil, instead of shampoo without conditioner.

Miracle Creator Multi-Benefit Spray Treatment 190ML – R$135.90

“An essential hair item, Miracle Creator is an incredibly versatile multi-benefit leave-in treatment, suitable for all hair types and textures. It offers 20 miraculous benefits for the hair: Nourishes the hair; Boosts shine; Smooths the cuticle and helps prevent breakage caused by brushing; Regulates the effects of humidity on the hair; Heat protectant – prevents damage caused by hot tools; Anti-frizz; Evens out porosity; Minimizes hair damage and breakage; Reduces dryness; Light conditioning; Controls flyaways; Prevents split ends; Softens the hair for easier and faster blow-drying; Corrects roughness; Protects the hair from external aggressors; Improves manageability and prepares the hair for styling”.

A Curl Can Dream Scrunch N’ Go Curl Enhancing Spray 250ML – R$135.90

Scrunch N’ Go provides definition and up to 48 hours of unwanted frizz protection for wavy to curly hair, without weighing it down! Enjoy all-day hydration with shiny results and improved manageability. This professional-level formula is lightweight and packed with ingredients that define and moisturize. Infused with light ingredients like manuka honey extract, a nutrient-rich natural humectant that locks in moisture, and rose water, which leaves hair hydrated, light, and curls defined. It offers fast, deep penetration to maximize care. Features an addictive fragrance composed of sweet rose, lush peony, and warm amber.

Glow Mania Leave-In Conditioning Spray for Color-Treated Hair – R$135.90

Shine with Glow Mania, formulated with glycolic acid and rosehip oil for long-lasting radiance. This leave-in conditioner protects against daily damage and heat styling up to 450°F/230°C. For dull and color-treated hair.

Matrix chega ao Brasil com diversidade capilar e conexão com a comunidade LGBTQIA+