inverse® is the brainchild of David Roe, an innovative New Zealand hair stylist who started experimenting with ice as a conditioner. His curiosity was sparked when his wife rinsed her curly hair with ice-cold water to find surprising results; more definition and shine, soft and smooth to the touch and naturally falling curls. He could tell something pretty darn cool was happening.


Heat styling causes damage and quick fixes just aren’t enough. Our hair is crying out for some love, there has to be a better way to repair your hair without wasting chemicals, time and money. Why create barriers to the damage, when you can stop it all together? What if we could restore highly damaged hair in a natural way? What if frizzy, uncontrollable hair became soft and smooth?

After being inspired by ice’s transformative power, we committed ourselves to discover a way to restore your hair’s natural beauty in a way that fits seamlessly into your daily haircare routine. We dove deep into scientific research to find the optimal temperatures to treat hair and prototyped, tested and redesigned a device to deliver sub-zero benefits to your hair.

And so inverse was born. Harnessing the power of ice, our ground-breaking pioneering product gives you beautiful hair without the synthetics, heat-damage, breakage, and fly-aways. inverse is the cool new way to irresistibly healthy hair – and the more you use it, the better it gets.  


Roholm Ltd was formed in 2013 and is based in Tauranga, New Zealand. We have developed inverse as a disruptive technology in the hair care sector, enabling women to improve the health of their hair naturally.

The innovative inverse hair conditioning system has significant potential to scale up revenues through licensing and distribution to major global markets.