Harnessing the power of ice, Inverse is a breakthrough hair conditioning system that restores your hair from the inside out. Unlike other treatments that anneal, coat, or modify your hair, Inverse uses sub-zero temperatures to naturally condition and revitalize.

An innovative New Zealand hair stylist approached Locus after he experimented with ice. His curiosity was sparked when his wife rinsed her curly hair with ice cold water to surprising results. Her typically frizzy hair had more definition and shine. It was soft and smooth to touch. Curls fell naturally in groups. He suspected something very unique was happening within the hair. At the time there was no information available to explain what was occurring.

We set out to dig deeper, exploring the effects of cold temperatures on hair and keratin. We initiated fibre studies that analysed the effect of cold temperatures on human hair to formulate proof and set the performance targets required to induce an effect. We discovered that sub-zero temperature is where the magic happens.

Equally important was to find a way to apply these temperatures to hair without the discomfort of dipping your head into a

bucket of ice. We tested and retested many different designs to create a device that is not only easy to use but removes the barriers of hot styling devices.

We extensively tested our prototypes in professional salons in NZ and California to prove functionality and usability. The Inverse system was designed with the user at heart. Inverse allows you to apply optimal temperatures for healthier hair, comfortably and easily.

Change the way you treat your hair. Reverse the damage from heat styling. Abandon redundant, time and money wasting chemical products. Inverse will end your search for the perfect conditioning product. Inverse is the cool new way to irresistibly healthy hair – and the more you use it the better it gets.