President & Lice Diva
Back in 1996, Adie Horowitz noticed her daughter was scratching her head — a lot. She took a look, and to her horror, lice were crawling all over her daughter’s head. Totally grossed out, she immediately called her pediatrician who instructed her to buy a lice shampoo – but it was laden with chemicals and pesticides.
“There’s got to be a safer way to deal with this,” she told her husband, Norman.
That was the beginning of this Brooklyn mom’s relentless pursuit of a non-toxic and effective way to get rid of lice. She researched everything she could find (and this was before the internet!).
Through her research, Adie discovered there were indeed ways to eradicate lice that didn’t involve smelly, dangerous solutions. She began to test various methods and finally found the formula that worked.
And Licender’s was born.
Adie is now known as “The Lice Diva!” Today, the company operates 6 kid-friendly salons in New York and Connecticut, employs more than 40 highly trained clinicians, and has lice screening contracts with over 100 schools.
What’s more, Licenders uses advanced technology to safely and effectively remove lice and their nits – eradicating them in one comfortable treatment.
Licenders is also the preferred lice removal service of the NYC Department of Education – a huge achievement that Adie is particularly proud of.
“When your company is approved by the NYC Department of Education, it means you’re doing something right!”
In addition to being the lice diva, Adie is a super-sharp businesswoman. She’s a graduate of the prestigious entrepreneur training program at Columbia University’s, completed Goldman Sachs’ Small Business Program, and is an active member of the Women Presidents Organization.
Underneath the surface, however, Adie is just like her customers – she cares deeply about the health and welfare of her children and knows first-hand how disruptive a lice outbreak can be.
That’s why Licenders’ motto is: Get Your Life Back!