Licenders

What Licenders does

Licenders is a New York–based professional head lice removal service founded in 1996 by Adie (Adele) Horowitz after she experienced firsthand the difficulty of treating her daughter's head lice. The company operates two clinic locations in Manhattan (Upper East Side and Midtown) and one in Stamford, Connecticut, supplemented by at-home house call visits covering Manhattan, Brooklyn, Queens, the Bronx, and Fairfield County CT communities including Greenwich, New Canaan, Darien, Norwalk, and Westport. Its core service is a one-session lice removal treatment that uses a proprietary heated air dehydration device called Flosonix, developed with physicians and engineers, to kill both live lice and unhatched nits — including pesticide-resistant Super Lice — in approximately one hour, with a complimentary follow-up screening within one week. The treatment is 100% pesticide-free and enzyme-based, positioning Licenders against the failure of over-the-counter pyrethroid products (cited as ineffective against 98%+ of US lice).

The company monetizes through three revenue streams: professional in-clinic and mobile treatment services (primary), a direct-to-consumer product line sold via licenders.com/shop (Enzyme Cleaner at $34.95, All Natural Shampoo at $33.95, Repellent at $24.95, Stainless Steel Lice Comb at $19.95, WetBrush at $20, Hair Bands at $20, and a bundled Head Lice Essentials Kit at $95), and ancillary services including Delouse the House cleaning and a Lice Insurance Plan warranty offering. The go-to-market is direct-to-consumer via phone bookings, online scheduling, and word-of-mouth, augmented by an institutional channel that partners with NYC schools to screen over 75,000 children annually before the school year, leveraging Licenders' New York Department of Education vendor certification. Pediatricians and school nurses act as referral sources. Since founding, Licenders has served over 300,000 clients and remains founder-owned and operated, with Adie Horowitz continuing as CEO.

Name

Licenders

Legal name

Licenders

Website

https://licenders.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

51–100 employees

Short description

Licenders is a founder-owned, NYC-based professional head lice removal service founded in 1996, using proprietary Flosonix heated air technology to deliver one-session treatments at Manhattan and Stamford CT clinics, via house calls, and through NYC school screening partnerships.

Ownership category

akta.pro rank

Product category

Professional Lice Removal Services

NAICS

Exterminating and Pest Control Services (56171), Exterminating and Pest Control Services (561710)

akta.pro primary industry

Electrostatic Spraying & Fogging Services (HSAEAHAD)

Keywords

• Professional lice treatment
• Head lice removal
• Heated air lice device
• Non-toxic lice shampoo
• School lice screenings

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Professional Lice Treatment Services: One-time professional lice removal treatment performed by trained technicians at clinic locations or via house calls. Treatment uses heated air dehydration technology and includes a complimentary follow-up screening visit within one week. This is the primary revenue stream.
2. Consumer Products (Shampoo, Repellent, Accessories): Licenders sells a range of non-toxic lice treatment and prevention products directly to consumers, including all-natural head lice shampoo ($33.95), enzyme cleaner ($34.95), repellent spray ($24.95), lice comb ($19.95), WetBrush ($20.00), hair bands ($20.00), and bundled Head Lice Essentials Kit ($95). Products use the same formulas as professional treatments.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Licenders provides professional head lice removal services in clinic locations and via in-home house calls across NYC and Fairfield County CT, using its proprietary Flosonix heated air device that dehydrates both lice and eggs in a single session. The service is complemented by a line of non-toxic, enzyme-based consumer products (shampoo, repellent, surface cleaner, combs, brushes, hair bands) sold direct-to-consumer through its e-commerce shop, and by ancillary services including lice screenings, school screenings, a Lice Insurance Plan, and a Delouse the House cleaning service.

Product overview

Licenders offers professional head lice removal services using exclusive heated air dehydration technology (Flosonix device). The core offering is one-time, guaranteed in-clinic or at-home treatment. The product portfolio includes: core services (Professional Lice Treatment, Lice Screenings, School Screenings, In-Home/Mobile Treatment), add-on services (Lice Insurance Plan, Delouse the House Service), and a consumer products line sold for home use (Head Lice Essentials Kit, Enzyme Cleaner, All Natural Head Lice Shampoo, Licenders Repellent, WetBrush, Hair Bands, and Stainless Steel Lice Comb). The Flosonix heated air technology differentiates the service by dehydrating both lice and their eggs in a single treatment without chemicals.

Differentiator

Problem solved

Functional benefit

Products and services

• Professional Lice Treatment In-clinic head lice removal treatment using the Flosonix heated air technology to dehydrate live lice and nits in a single session, with a complimentary follow-up screening within one week. Performed by trained technicians at Licenders clinic locations in NYC and Stamford, CT.
• Lice Screenings Professional head checks using magnifying lights and fine-toothed combs to identify lice and nits in the hair, available at clinics and via house calls.
• In-Home / Mobile Treatment (House Calls) At-home lice treatment service in which Licenders technicians visit the customer's home to screen and treat the entire family, available across Manhattan, Brooklyn, Queens, the Bronx, and Connecticut communities.
• School Screenings Head lice screening services delivered in NYC schools to proactively detect and prevent outbreaks among students before the school year begins.
• Lice Insurance Plan Protection plan offering peace of mind and guaranteed coverage against reinfestation within a specified period for families who have been treated by Licenders.
• Delouse the House Service Professional home cleaning service using pesticide-free enzyme products to eliminate lice and nits from bedding, furniture, clothing, and other household surfaces.
• Head Lice Essentials Kit Bundled DIY kit priced at $95 (claimed savings of $19 versus $132.80 individual total) including Enzyme Cleaner (24 oz), Lice Comb, All Natural Head Lice Shampoo (8 oz), and Licenders Repellent (4 oz).
• Enzyme Cleaner (24 oz) Natural, enzyme-based, pesticide-free surface cleaner priced at $34.95, designed for use on furniture, carpets, clothing, and toys to eliminate lice and nits from household surfaces.
• All Natural Head Lice Shampoo (8 oz) Enzymatic, hypoallergenic, biodegradable lice shampoo priced at $33.95 that fights lice and their eggs, formulated for daily use on children and adults.
• Licenders Repellent (4 oz) Daily-use head lice repellent spray priced at $24.95 with a pleasant essential oil scent, applied to the nape of the neck, behind the ears, and the wrists when exposed to lice.
• Stainless Steel Lice Comb Professional-grade stainless steel comb priced at $19.95 with micro-grooved teeth designed to remove every nit from the hair.
• WetBrush Detangling brush priced at $20.00, suitable for all hair types, designed to gently separate knots and tangles without tugging or pulling during lice treatment.
• Hair Bands (4 bands) Essential-oil-scented hair bands priced at $20.00 (4-pack) intended for daily wear to protect against lice at school or camp, with each band lasting up to 7 days.

Quantifiable outcome

• 100% effective single-treatment lice and nit elimination, including Super Lice
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Vamousse: A consumer brand offering OTC lice treatment and prevention products including shampoo, spray, and laundry additive. Overlaps with Licenders' consumer product line and competes for the same households seeking non-toxic lice solutions between professional treatments.

Direct peers

• Lice Happens: A mobile lice removal service operating in California and select other markets, providing professional in-home lice screenings and treatments. Directly comparable service model to Licenders' house call offering in different geographies.
• Fairy Lice Mothers: A mobile lice removal service operating in the NY/NJ/CT area, offering in-home head lice screenings and treatments. Direct regional competitor to Licenders with overlapping service geography and similar professional service model.
• Lice Clinics of America: The largest lice removal franchise in the US, operating hundreds of clinic locations nationwide using heated-air technology similar to Licenders' Flosonix device. Directly competes with Licenders in its core markets and is the primary competitive benchmark for the professional lice removal category.
• LiceDoctors: A national mobile lice removal service that dispatches technicians to customers' homes for in-family screenings and treatments. Directly comparable to Licenders' house-call service offering with the same professional service model and pricing structure.

Broad incumbents

• Bayer (Rid brand): Multinational pharmaceutical company whose Rid brand is the most recognized OTC lice treatment product in the US. While not a direct service competitor, Rid represents the OTC alternative channel that Licenders explicitly positions against with its non-toxic professional treatment.
• Prestige Consumer Healthcare (Nix brand): Owns the Nix brand, a leading OTC lice treatment product line distributed through mass retail. Represents the OTC alternative channel that competes with professional services like Licenders for parents treating lice at home before escalating to a clinic.
• ParaPRO (Natroba): A specialty pharmaceutical company whose Natroba product is a leading prescription lice treatment. Operates in the lice treatment space through pediatrician offices, representing an alternative professional channel that competes with services like Licenders for physician referrals.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/licenders
• Facebookfacebook.com/Licenders
• LinkedInlinkedin.com/company/licenders

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Licenders