Mother of five — and our founder

Why we exist

Amy has five children. When lice arrived in her house, she did what every parent does — bought whatever the pharmacy sold, followed the instructions, and watched it not work. Then she did it again. Then she started reading the ingredients.

What she found was a market built around pesticide shampoos that lice had largely become resistant to, sold to panicked parents who had no way of knowing better, and a service industry that charged by the hour to comb hair.

So she built the company she wished had existed: natural products that are safe to use on a child and safe to repeat, clinicians with the patience to do the comb-out properly, and honest flat-rate pricing published where anyone can see it.

What we believe

• Lice has nothing to do with being dirty. It attaches just as happily to clean hair. Nobody should be made to feel ashamed.
• Natural works. Sixteen years and thousands of families say so.
• The comb-out is the job. Any product is only as good as the person combing afterwards.
• Parents deserve straight answers. Including "you do not actually have lice" and "you do not need to buy that."
• Teach, do not just treat. Our aim is that you never need us again — hence Lice Free Forever.

Where we are now

Six salons across California and Las Vegas, in-home service throughout Southern California, our own line of natural products, and a charity — Lice Free Forever — that helps families who cannot afford treatment.