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Matrix has partnered with SalonCentric and Ultimate Beauty Companies to create viaBeaute, an independent distributorship targeted to Southern California’s Hispanic community of salon professionals.

ViaBeaute will provide support and education for Matrix’s Total Results, Design Pulse and Vavoom brands with distributor sales consultants who are fluent in Spanish. The consultants have completed the first series of a training program and the first orders have been shipped. ViaBeaute is a pilot program in Southern California that will be introduced to other Hispanic markets across the country.

"The Hispanic market is growing rapidly throughout the US,” says Matrix General Manager Paul Schiraldi. "It is important we have an ample amount of research, along with experience to support and guide our Hispanic clients in hair care and beauty. We are excited to welcome this group of beauty professionals and consumers into the Matrix family.”