Courtney Claghorn, cofounder and president of Sugared and Bronzed, shared the incredible journey of her tanning empire during a recent appearance at the annual WWD Los Angeles Beauty Forum. From a modest apartment studio catering to individual clients to an impressive expansion of 41 salons across multiple states, Claghorn’s story embodies the spirit of innovation and entrepreneurship. Her vision, deeply rooted in personal experiences, has shaped the company’s dedication to creating a warm, customer-focused environment that has become the hallmark of Sugared and Bronzed.
Reflecting on her early days, Claghorn fondly recalled the dual inspirations behind the brand. Growing up as the palest member of her Italian family left her feeling insecure about her appearance, particularly during the challenging period after graduating college in the Great Recession. Fueled by a desire to feel confident in her skin, Claghorn attempted to find affordable tanning solutions. However, she often faced uncomfortable experiences, such as encountering male spray tan technicians that didn’t align with her expectations. This prompted her to voice her concerns to her then-boyfriend, Sam Offit. After listening to her frustrations, he suggested the idea of turning her complaints into a business opportunity—a suggestion that would ultimately change her life.
Starting as a small venture operating from her apartment under the name “Bronzed,” Claghorn’s tenacity and hard work laid the foundation for what would evolve into Sugared and Bronzed. Initially, she offered services during breaks from her day job, but as demand surged, she decided to take the leap into the entrepreneurial realm full-time. With only $8,000, she opened her first official salon, and as the company grew, it attracted investment from notable figures, including former Starbucks CEO Howard Schultz. Claghorn’s ability to bootstrap effectively allowed her to expand from a single location to ten, establishing a solid reputation in the beauty industry.
Today, Sugared and Bronzed operates 41 locations across seven states, with a projected revenue of over $50 million in the coming year. Claghorn has a bold vision for international expansion, showcasing her ambitious nature and commitment to growth. Central to this success is the company’s guiding mantra: ensuring every client leaves feeling better than when they arrived. This customer-first philosophy has permeated the entire organization, influencing not only their service protocols but also the carefully curated aesthetic of each salon.
Claghorn explained that this devotion to enhancing customer experiences extends into their product offerings. An example is the innovative FlexExpress tanning solution, which enables clients to choose between rinsing or wearing the product immediately. This flexibility responds to client needs, demonstrating how deeply embedded the customer-centric approach is within Sugared and Bronzed’s culture. The care put into training service providers and designing salon atmospheres reflects a broader commitment to creating memorable experiences that resonate with clients.
In her closing remarks, Claghorn imparted heartfelt advice to aspiring entrepreneurs: leverage your insecurities, navigate challenging times, and listen to the advice of those around you. She emphasized that what may seem like overwhelming obstacles—be it personal insecurities or economic hardships—can indeed become the seeds for groundbreaking ideas. Her journey exemplifies resilience, creativity, and an unwavering commitment to providing clients with transformative experiences, reinforcing the notion that success is often born from adversity. As Sugared and Bronzed continues to flourish, Claghorn stands as an inspiring figure, embodying the power of belief and innovation in the beauty industry.