Adie Horowitz, the founder of Licenders, is a mother who had nowhere to turn when her children were diagnosed as “having lice.” As an informed mother, Adie insisted that there must be alternative methods get rid of lice without using highly toxic products that were in the marketplace. With significant research, Adie created her own lice removal process and product to handle her household problem. Within the next three months, Adie’s phone was ringing off the hook with mothers that had heard of her lice removal process and its success. Adie’s in-home services were in such demand that she was faced with the need to open an official business to help others in need. With a recent resurgence of lice throughout Europe and the U.S., Adie’s company, Licenders, has enjoyed riding an incredible wave of success. In the Unites States, head-lice have become a major epidemic, affecting over 12 million children each year. Well-recognized studies suggest that lice outbreaks could be responsible for 12 million to 24 million school absences each year. This constitutes a $75 million-a-year market for prescription lice medication drugs and $250 million market after factoring in the over-the-counter products as well as services such as professional nit picking. The market of head lice is heavily inundated with ineffective and toxic brands, presenting a major health threat to the affected growing population contracting head lice each year.