Sugared + Bronzed is primed for expansion. 

The sunless tanning and sugaring hair removal studio, which currently operates 23 locations, is on the right track to open 10 to 12 latest outposts in 2024 and 10 to fifteen in 2025. 

Sugared + Bronzed is one such example of service studios which are quickly expanding, as customers are willing to spend on beauty and wellness experiences even within the face of economic downtown, in response to experts. Fast facial bar Glowbar, which closed a $10 million series A in 2023, was on the right track to shut the yr with 10 locations and double that number in 2024. Social wellness spots, like Othership, Bathhouse and Treatment Place, are quickly growing as well with latest outposts in Latest York City and beyond. 

Sugared + Bronzed opened in 2010 with its original Santa Monica, Calif., location. In keeping with founder and president Courtney Claghorn, this location is a testament of the business’ continued progress because the Santa Monica studio alone experienced 20 percent year-over-year growth in 2023. Now, it operates in several key markets, including Latest York and Texas. Foremost Post Partners invested within the business in 2019, as reported by WWD, though the quantity was not disclosed.

In keeping with Claghorn, the team plans to sign 12 leases a yr for the foreseeable future, adding one latest market and a number of other adjoining markets every time. 

“We’re targeting what we call a ‘flagplant’ latest market, a market that’s really removed from anywhere else that we’re opening that’s not necessarily driving distance after which one adjoining market,” she said. 

For instance, San Diego is probably going an upcoming adjoining market, because the brand operates in Orange County and Los Angeles. So far as the brand new “flagplant” location this yr, Claghorn is targeted on Miami. Locations for 2025 haven’t been determined, though the team is eyeing Atlanta, D.C. and Chicago. 

Just like other service studios like Glowbar and Ever/Body, Sugared + Bronzed has experienced particular success in Manhattan and Brooklyn with sales increasing 31 percent year-over-year available in the market alone. Three latest Manhattan locations are set to open by March, as well. 

“We’ll keep opening there. In every neighborhood that you could possibly probably consider that isn’t too too close to a different neighborhood, we’ll be there in some unspecified time in the future,” Claghorn said. 

As for what’s driving the brand’s growth, apart from the ever-growing interest in beauty and wellness services, Claghorn points to referrals. 

“There’s definitely something about people coming in and telling their friends,” she said. “That has been there from Day One back in 2010. That has just remained a continuing when it comes to growth.” 

There’s just a few aspects likely resulting in these ongoing referrals, in response to Claghorn. Higher-for-you beauty has been a key driver for the business, as Sugared + Bronzed offers all-natural sugaring hair removal and sunless tanning. Customers are increasingly eager about sun protection, resulting in the success of SPF and sunless tanning products.

The sugaring paste itself can also be a key differentiator.

“We use something called a liquid invert technique, and it allows us to, regardless that the ingredients of Sugar Paste are only sugar, lemon and water, it allows us to take the sugar and separate it into glucose and fructose,” Claghorn said, adding it allows for a more consistent and fewer painful experience.

Although the modern paste and current beauty trends lend themselves to the general experience that guests are recommending to their friends, it’s the service providers that drive the business, in response to Claghorn. In an effort to distinguish their providers, Sugared + Bronzed requires extensive training for each sugaring and tanning, where trainees work on a median of fifty people before going full-time.

“We have now to get consistent feedback from all of those people who they work on,” Claghorn said. “They might have 15 really great pieces of feedback towards the top of their training, after which if we get anything that was like, ‘Hey, that was more painful than usual’ [then] we return a phase.”

The experience is particularly necessary, as tanning and hair removal are sometimes services guests do on a monthly basis. With this in mind, Sugared + Bronzed offers memberships, which 50 percent of its customers benefit from. Memberships grew 50 percent year-over-year in 2023, as well.

While brick-and-mortar growth is top of mind, Sugared + Bronzed also has its own line of products, which Claghorn plans to expand. E-commerce has also been key in tracking where they need to open outposts next. The product line includes Sunless Tanning Water, $24; Sunless Tanning Lotion, $26; Exfoliating Scrub, $24, and Sheer Sunscreen, $22. The brand’s Sugar Paste, $45, can also be available, though that is primarily marketed toward independent providers. When it comes to expansion, future products will address prep and post-care for sunless tanning and hair removal.

“We have now just a few products on Amazon, and that’s our only third-party retailer,” Claghorn said. “[We’re] looking into potentially more third-party retailers as we expand that portion of the business.”