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When Courtney Claghorn started beauty services company Sugared + Bronzed in 2010, clients would swing by her Los Angeles apartment to get their spray tans.
Fourteen years later, Sugared + Bronzed now operates 39 locations across the country (most opened post-Covid) and offers mobile services in Los Angeles. According to the company, the quick retail growth has contributed to 50% CAGR over the last five years and 20% YoY revenue growth, and it projects it will exceed $50 million in revenue by the end of 2025. The company’s customer base has also increased 47% YoY, according to Claghorn.
“As soon as we were back in growth mode, we started to focus on, ‘can we sign a lease every single month?’” she said. “With construction and permitting, you never know quite when they’re going to open, but if we could just focus on that lease signing, we knew we would be back to growing. That’s what we continue to focus on. It averages out at about 12 new locations per year. We also focus on one to two new markets per year, and then we’re also focusing on expanding and growing our product line.”
New markets
Before Covid, Sugared + Bronzed had 10 stores across Los Angeles, New York City and Philadelphia. Now, the business has expanded to other parts of California, including Orange County and San Diego, and major cities like Washington, DC, Dallas, Houston, and Miami.
Claghorn said the company’s next batch of store openings are filling in these existing markets. However, she is also looking at new markets in Phoenix, Chicago, Denver, and Atlanta.
“The science is a little bit easier when it comes to new markets,” she said. “We still have so much white space, which is a good problem to have, but also can make it challenging. We look at several different things. We look at the demographics of the city compared to our core demo of our client base. We take our zip codes and extract them and see maybe people are traveling a lot…Where are they already coming from? Or, where are they buying our products online? What cities? What does that look like?”
Memberships at both existing and new locations have also helped fuel growth, according to Claghorn, who said that more than 60% of the company’s customer base has a membership.
Festival season
Since 2022, Sugared + Bronzed has consistently seen an average 30–40% YoY revenue increase during the April to June festival season. With 15 locations in Southern California, Claghorn credits this increase to more people being in the area and attending music festivals—namely the Coachella Valley Music and Arts Festival and Stagecoach Festival.
“Festival season just coincides with also those moments where people are starting to get out again, showing their skin,” she said.
On the go
When Sugared + Bronzed closed stores due to Covid, Claghorn introduced a mobile service called Glow on the Go, where an associate would go to a client’s home or set up satellite locations for clients to receive sugaring or spray tan services.
While Claghorn said these mobile services were a success, she paused the initiative once she could reopen stores. As the company scaled its brick-and-mortar operations, Claghorn said mobile service clients, as well as newer customers, wanted the service back.
Glow on the Go is currently only offered in Los Angeles, but Claghorn wants to expand the initiative to high-volume markets like New York City and Miami.
“We’re in this place where we have an amazing corporate team. We have great infrastructure, and we feel really solid,” she said. “The pandemic is long behind us, and we’re like, ‘We need to bring this back. Clients are asking for it.’”
Update 7/30/25: This story has been corrected to reflect that the company was founded in 2010, not 2011, and to include Philadelphia among the list of named cities with stores. We have also clarified the brand's percentage of customers who are also members based on a statement provided to Revenue Brew.