As a Mum, the first time you see nits (head lice) in your children’s hair is a day that you don’t forget! However, most Mum’s don’t then say – ‘hey, how can I sort out this problem not just for my children, but for other children as well?’. That’s what Kate Ricketts did in founding ISpynits, a science-led health innovation company transforming how head lice is identified and managed. The idea for ISpy Nits emerged from Kate’s own family’s experience with recurring infestations and a desire to create tools that empower caregivers, engage children, and reduce stigma. Today, ISpy Nits operates across New Zealand and Australia, with early market validation underway in the United States, combining science, education, and community-centred design.
In this week’s profile, Kate discusses the steps she took in turning this problem into a viable business idea opportunity, the challenges she has faced and advice for other women looking to commercialise a science based idea.
Reflective question: When reading Kate profile, think about one problem your or your family face right now. What might a commercial solution to this problem look like?
1. Your entrepreneurial journey was sparked by your own children’s struggles with recurring nits. What were the first steps you took to take your idea and turn it into a viable opportunity?
Like many parents, my starting point was frustration — recurring infestations, lots of stress, and a neurodiverse child who found the whole process frightening and overwhelming. The very first step was actually around Hugo’s needs, then curiosity rather than commerce: why is this still so hard, and why do kids hate it so much?
As an ex veterinary nurse I began researching the biology of head lice and speaking with educators and health professionals. At the same time, I started experimenting at home with some fluorescents and UV light as a way to make eggs easier to see. What surprised me was how much calmer and more engaged my child became when the process felt more like science akak ‘glow in the dark bugs’ than treatment. That insight — that behaviour change and understanding matter just as much as the product itself — became the foundation of ISpy Nits.
2. Your product began as a hands‑on experiment at home using UV light and fluorescent powders. How did you approach the transition from a simple prototype to a medically safe and viable product?
The transition required slowing down and doing things properly. Once I realised the concept had potential, I sought expert advice — from formulation chemists, regulatory specialists, and academic researchers — to ensure safety, efficacy, and compliance. I was very fortunate to have worked within the university sector for many years and that many amazing people gave their time and advice on this front.
We’re quite different from many product-based startups in that we couldn’t take a typical “move fast and pivot” approach. Because we were developing products that sit within regulated health and consumer safety frameworks, we had to meet regulatory standards and provide detailed safety, formulation, and labelling information before we could even go to market with a pilot.
That meant our early versions needed to be far more considered than a traditional MVP. We had to invest time and resources upfront to ensure the product was medically safe, compliant, and fit for families, rather than relying on rapid iteration once it was in market. While this slowed some aspects of early feedback, it ultimately strengthened the foundation of the business and reinforced our commitment to evidence-based, responsible innovation.
3. This series has highlighted how women founders balance ambition with community impact. What has challenges have you faced in this regard?
One of the biggest challenges we’ve had to navigate is the sheer level of need in schools and community groups. We receive frequent requests from schools, charities, and local organisations that are under-resourced and struggling with recurring infestations. As a parent, that’s incredibly difficult to see.
While we do what we can — through free interactive education sessions and product donations where possible — we’ve had to be realistic. As a small business, we wouldn’t survive if we tried to meet every request with free product. Balancing empathy with sustainability has been one of the hardest parts of this journey.
What we’ve learned is that the most responsible path forward is partnership. By working alongside larger organisations and institutions, we can contribute to wider impact without jeopardising the business itself. As we grow, our aim is to establish a more formal foundation or social-impact arm — but for now, we’re focused on building something strong enough to support that future responsibly.
There’s also an ongoing challenge in shifting perceptions about head lice itself. In some scientific and commercial spaces — often among people who are no longer in the child-rearing years, or who haven’t been closely involved in day-to-day caregiving — head lice is still dismissed as a minor or outdated issue. That narrative doesn’t reflect reality.
At our health and education stand at the community-led FunFest event last month, around 95% of parents we spoke with had experienced head lice in their household within the past year. Combined with the fact that head lice treatments represent a projected USD 2.3 billion global market by 2033, it’s clear this is neither rare nor insignificant.
As a founder, I’ve learned that lived experience — backed by data — is not a weakness in scientific or commercial conversations. It’s often the missing piece. Leading with empathy, while grounding decisions in evidence, has allowed us to challenge outdated assumptions and reframe head lice as a legitimate health, wellbeing, and education issue that deserves modern solutions.
4. How did the University of Auckland’s entrepreneurial ecosystem help the development of ispynits ?
The University of Auckland ecosystem was instrumental. Through programmes like Velocity, Venture Lab and access to academic expertise, I was able to pressure-test the idea early, refine the problem we were solving, and connect with people who challenged me to think bigger — and more rigorously.
Just as importantly, it gave me confidence. Being supported to combine science, education, and social impact helped validate that this wasn’t “just a parenting idea,” but a legitimate innovation with real-world relevance.
5. As a founder working at the intersection of science, education, and social impact, what advice would you give to other women looking to commercialise a science‑based idea in Aotearoa?
Start with the problem, not the product — and surround yourself with people who know more than you do in key areas. Many a coffee and someone’s kind donation of time have saved me from making a costly mistake. Hearing someone’s ‘but..’ is so powerful – are we not articulating something properly or is there an angle we haven’t yet considered?
Also, don’t underestimate the value of your lived experience. Some of the most meaningful innovations come from noticing what isn’t working in everyday life and having the courage to ask why. Finally, back yourself to do things properly — even when it feels slower — because credibility, especially in science-based businesses, is everything.
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