In {NiceTabular} of nicematrix, you have a command \RowStyle to specify formatting instructions for the current row.
\documentclass{article}
\usepackage{nicematrix}
\begin{document}
\begin{NiceTabular}{l|llll}
\RowStyle{\color{red}}
& 1 & 2 & 3 & 4 \
\hline
1 & A & B & C & D \
2 & A & B & C & D \
3 & A & B & C & D \
4 & A & B & C & D \
\end{NiceTabular}
\end{document}

There is also a key color for that command \RowStyle. color=red will insert \leavevmode\color{red} with the \leavevmode which is necessary in columns of type p, m, b and X (otherwise, there is an extra vertical space).
\documentclass{article}
\usepackage{nicematrix}
\begin{document}
\begin{NiceTabular}{l|p{1cm}p{1cm}p{1cm}p{1cm}}
\RowStyle[color=red]{}
& 1 & 2 & 3 & 4 \
\hline
1 & A & B & C & D \
2 & A & B & C & D \
3 & A & B & C & D \
4 & A & B & C & D \
\end{NiceTabular}
\end{document}
