Launch Date: November 2015
Geography: Santa Monica, CA, US
Founders:
Executive Team:
Board Members:
Notable Investor: Main Post Partners
2026 Full Year Projected Revenue: $50M - $75M, according to industry estimates
Primary Category: Retail/Service Provider
Other Category: Skincare
Funding: Private Equity
Other Distribution Channels:
Key Retail Partners:
Key Markets: United States
2026 Projected Offline Distribution Points: 56
Before becoming America’s most awarded destination for spray tans and sugaring, Sugared + Bronzed (S+B) began as a side hustle in my Santa Monica apartment. In 2010, while balancing a full-time role at a fintech company, I spent nights and weekends growing the brand—one client at a time. Fast forward, and we are now nationwide, with over 45+ locations. Weʻve revolutionized airbrush tanning with a proprietary solution and revived an all-natural, ancient Egyptian form of hair removal, sugaring.
S+B is a one-stop shop to prepare for any vacation, wedding, red carpet event, or to simply feel like your best self. We’re extremely passionate about providing exceptional services in beautiful, upbeat spaces that make your appointment something to look forward to.
Insights: Courtney Claghorn, Founder + President
Why now and why you?
As the founder, I’ve spent over 15 years building Sugared + Bronzed from the ground up, starting quite literally in my first post-college apartment. The company has continued to evolve with growth, but we’ve never let go of our commitment to a flawless experience for our clients. That includes everything from the real estate we choose to the spaces we design, the products we develop, and the meticulous standards that define every touchpoint of the brand. That perspective, paired with deep industry knowledge and an obsession with operational consistency, has allowed me to build S+B into the national brand it is today.
What fuels your competitive advantage?
Our competitive advantage comes from a unique combination of simplicity and consistency. We only offer two services, and we have perfected them. By focusing exclusively on sugaring and airbrush tanning, we deliver a level of expertise and refinement that generalist studios can’t match.
Consistency is essential to client experience. We want every client to be able to walk into any location and know they are in S+B and know that the result will be exactly the same every time. This is built through our extensive training program that is much more rigorous than any other competitor; an obsessive attention to detail and an involved hiring process to ensure every employee will contribute to ensuring a welcoming client experience. Our level of consistency is rare in esthetics and has been essential to scaling while preserving our service standards.
What’s your proudest accomplishment to date?
I’m most proud of the fact that S+B began as a scrappy idea in my apartment with zero capital and has grown into a category-defining brand. The evolution has been incredible, but the throughline of creating a space where people feel genuinely cared for has stayed the same. That consistency means more to me than any milestone.
I’m also proud of the culture we’ve created. The people who work at S+B bring so much passion and professionalism to what they do, and watching them grow in their careers has been just as rewarding as growing the business itself. Their commitment to consistency, care, and client experience is what makes the brand truly special.
And finally, in an environment where the cost of living keeps climbing and self-care is becoming less accessible for many, I’m proud that we’ve stayed committed to affordability. Maintaining prices that allow people to feel confident and cared for feels like an accomplishment in itself.
What is the one thing you wish someone had told you?
Register your brand name with the USPTO before you name your business. It sounds obvious, but skipping that step can cost you more than you think.
What would you tell your past self before starting this journey?
Trust your gut, always. Investors, advisors, and industry veterans will have opinions, and many will insist you’re doing something “wrong.” But you know your business better than anyone, and your instincts are often the clearest guide you have.
What does success look like in the next 3-5 years?
Success in the next 3-5 years means expanding S+B into every major US market while thoughtfully exploring international growth, starting with the UK and Australia. It also means broadening our product line both domestically and abroad and increasing our presence in third-party retailers so clients can experience S+B beyond our stores.
We also want to explore how to have a seasonal presence including bringing our S+B Tiny Home to iconic destinations like Coachella Valley and The Hamptons.
What's one industry trend that is overhyped, and what's being overlooked?
One trend that feels overhyped is the idea that beauty services can be endlessly “disrupted” by technology alone. In our category, no app or algorithm can replace skilled technicians, proper training, and environments designed with intention. Convenience is great, but it can’t compensate for inconsistency or lack of expertise.
What’s being overlooked is the power of operational excellence and real human skill. Clients want services that are safe, consistent, and executed by people who genuinely know what they’re doing. The brands that win long-term are the ones investing in training, protocol development, and client experience, not just tech bells and whistles.
How do you think the industry needs to evolve?
The industry needs to evolve toward true professionalism and consistency. Beauty services have grown rapidly, but the operational standards haven’t always kept pace. Clients deserve environments that are clean, safe, and thoughtfully designed, with technicians who are properly trained and supported.
If you could wave a magic wand, what one wish would you make for your business?
If I could wave a magic wand, I’d make governments more business-friendly—specifically by streamlining the permitting and construction process. Opening new locations would be dramatically more efficient if approvals were clearer, faster, and less bureaucratic. It would allow growing brands like ours to meet demand, create jobs, and invest in communities without months of delays that add unnecessary cost and complexity.