When SUGARED + BRONZED first launched, it wasn’t backed by investors, a big team, or a polished playbook. It started with $1,000, a Santa Monica apartment, and a whole lot of belief.
Founder Courtney Claghorn remembers those early days vividly. “It was scrappy — in the best way,” she says. “I was doing everything myself: answering texts, ordering supplies, setting up appointments, cleaning up, running Google Ads… and then doing it all again the next day.”
What fueled it all was a mix of adrenaline and conviction. If she could get one more client in the door — and make sure they left feeling incredible — she knew it could grow.
Spotting the Gap No One Else Was Filling
At the time, sugaring and sunless tanning existed, but they weren’t being done consistently or at a high level. The experiences felt either overly precious and spa-like, or uncomfortable and sketchy — with little middle ground.
“I saw a real gap for hair removal and tanning that felt clean, modern, and approachable,” Courtney explains. “Not intimidating, not a slow, quiet spa vibe, and definitely not a back room situation. I wanted consistent results, fair pricing, and an experience people were proud to recommend.”
That clarity became the foundation of S+B: high standards, no compromises, and an experience that felt just as good as the results looked.
How S+B Became a Red-Carpet Go-To
Today, S+B is known as a red-carpet secret weapon — but that reputation wasn’t built by chasing celebrity clients.
“It happened completely organically,” Courtney says. “We’ve always focused on impeccable results, consistency, cleanliness, and making the experience enjoyable. There really isn’t anything that compares to the quality we offer.”
Word-of-mouth within the entertainment world did the rest. Celebrity posts, podcast shoutouts, and behind-the-scenes chatter around award season helped cement S+B as the go-to for a flawless glow.
For clients who need convenience without sacrificing quality, Glow on the Go — S+B’s mobile spray tanning service in Los Angeles — has become essential. “Our celebrity clients love that they can get the same high-quality service at home, in a hotel, or wherever they need to be. It’s especially popular before award shows.”
Bringing Pro-Level Glow Home
As S+B expanded into e-commerce, the goal was clear: replicate the in-store experience at home, without shortcuts.
“We’ve been intentional about every detail — from formulation to packaging to education,” Courtney says. Every sunless tanning product features the brand’s proprietary FlexExpress® formula, designed for rinse-or-wear flexibility. Clients can shower in as little as one hour for a subtle glow or leave it on longer for deeper development — just like an in-store tan.
Different formats meet different needs:
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S+B Sunless Tanning Mist for effortless, even application
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S+B Sunless Tanning Mousse for full-body bronze with buildable depth
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S+B Sunless Tanning Water for the face, delivering a subtle glow that layers seamlessly with skincare and makeup
Each formula is intuitive, customizable, and forgiving — so achieving a flawless finish feels simple, whether you’re new to tanning or a seasoned glow pro.
Scaling Without Losing the Soul
Courtney’s philosophy hasn’t changed — it’s just expanded.
“In the beginning, it was about perfecting the craft and building trust one client at a time,” she says. “Now, it’s about scaling that exact same experience.”
No matter how many locations open or how many products launch, the standard stays the same.
The Feeling That Matters Most
At the end of the day, everything comes back to how clients feel.
“I want every client to feel better than when they came in,” Courtney says. “Whether they’re walking out of one of our stores or using our products at home, the goal is the same: to feel flawless, confident, and taken care of.”
And that belief — the same one that fueled those early apartment days — is still at the heart of SUGARED + BRONZED today. ✨
