Cartwheel, a healthcare brand developed by moms for moms, is today announcing the launch of its inaugural consumer product, Nit Happens. The over-the-counter lice treatment uses only non-toxic, naturally-derived ingredients to eliminate lice and nits, avoiding the pesticides and synthetic ingredients found in many traditional treatments. 

“I have three kids, and all of them have had lice at some point,” said Joanna Shu, CEO of Cartwheel. “What frustrated me most was how difficult lice are to treat and the fact that the products that promised results were filled with harsh pharmaceutical ingredients I didn’t feel comfortable using on young kids. Parents shouldn’t have to choose between safety and effectiveness, and Nit Happens was developed so you don’t have to compromise.”

Unlike harsh chemical formulas, Nit Happens works through physical disruption and dehydration. Its gel combines coconut oil, mild cosmetic abrasives, and limonene derived from orange peels to kill lice and nits when combined with gentle brushing. 

The results are clinically proven. A clinical study reported a 95.8% efficacy rate when the label instructions were followed. With treatment-resistant lice becoming more prevalent, these results point to a strong alternative for families who need reliable outcomes without harsh chemical exposure. 

An estimated 6 to 12 million children in the U.S. get head lice each year, and misdiagnosis is extremely common. Parents often confuse dandruff, sand, debris, and scalp conditions with lice, leading to unnecessary stress and unnecessary treatment. Cartwheel is positioning Nit Happens as part of a larger effort to improve education and awareness around lice. The company is currently developing a new smartphone application to help parents better determine if their child actually has lice using guided check steps.

The Nit Happens OTC Lice Treatment Kit includes: 

• 4 oz treatment gel (two full applications)
• 1 oz post-treatment shampoo
• Metal lice comb
• Applicator brush
• Gloves

Nit Happens is currently available for purchase on Cartwheel’s website, the link to which is copied below. The product will also be available nationwide at Walgreens, on March 16.