The Journey of SUGARED + BRONZED: From Side Hustle to Leading Tan and Sugaring Brand
In 2008, Courtney Claghorn recognized a gap in the market for affordable spray tanning services in Los Angeles. This realization came during a conversation with her then-boyfriend, Sam Offit. “If you feel this way, other women probably feel the same way,” he suggested, prompting her to explore the potential business opportunity.
From Dining Room to Business Venture
Taking his advice to heart, Claghorn and Offit each invested $500 to purchase essential startup equipment, transforming the dining room of Claghorn’s Santa Monica apartment into a makeshift spray tan studio. Claghorn began offering services to friends, gradually building a loyal customer base over several months.
Transition to Full-Time Entrepreneur
Initially, Claghorn balanced her fledgling business with her full-time fintech job. However, as the demand for her services grew, she decided to pursue her entrepreneurial venture full-time. This pivotal decision led her to establish SUGARED + BRONZED’s first actual storefront in Santa Monica, which quickly saw a steady increase in customers.
Growth Without Outside Investment
Founded in 2010, SUGARED + BRONZED thrived for nearly a decade without external funding. Claghorn set a strategic goal of opening ten locations before seeking investment. This target was achieved in 2019 when the company received a growth investment from Main Post Partners, a private equity firm based in San Francisco.
Navigating Challenges During the Pandemic
Just as business operations expanded, the COVID-19 pandemic disrupted the industry, forcing SUGARED + BRONZED to temporarily close its doors. Claghorn faced the challenge of sustaining revenue during this period, requiring a comprehensive rehiring and retraining process as the company prepared to relaunch. “We had to grapple with… getting back from zero to one before we could grow again,” she reflected on the experience.
Continued Expansion and Market Presence
Despite the setbacks faced during the pandemic, SUGARED + BRONZED has continued to flourish, now boasting over 35 locations and 400 employees. Claghorn reports a year-over-year growth rate of 20% in 2024 and anticipates surpassing $50 million in revenue by 2025. The company currently operates in nine major markets, including Los Angeles, San Diego, and New York City, with plans to expand to Washington, D.C. this spring.
Preparing for Seasonal Demand
As warmer weather approaches, SUGARED + BRONZED positions itself to handle the increased demand associated with festival season, typically resulting in a revenue boost of 30-40% from April through June. Claghorn highlights the necessity of preparing staff during the winter months to accommodate the surge in customers, stating, “It’s like overnight, the whole world needs a tan.”
Innovating with New Product Lines
Looking ahead, Claghorn is eager to expand SUGARED + BRONZED’s product offerings. The company has begun formulating its own line of products, with the first half launched in late 2024 and the second half to be released soon. The product line aims to enhance clients’ tanning and sugaring experiences with unique formulations designed for exfoliating and moisturizing.
Advice for Aspiring Entrepreneurs
Reflecting on her early days as a founder, Claghorn credits her age and an “ignorance is bliss” mentality for her initial success. She emphasizes the importance of taking action rather than becoming mired in planning. “Find a way to make that first dollar, get your first sale. Be comfortable in the uncomfortable,” she advises, encapsulating her approach to entrepreneurship.
With Claghorn’s commitment to innovation and growth, SUGARED + BRONZED exemplifies how a thoughtful idea can transform into a successful business, providing valuable insights for aspiring entrepreneurs.
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