From a side hustle in her Santa Monica apartment to a nationwide beauty brand trusted by A-listers, Courtney Claghorn is the definition of glow-up goals.
What started as one woman doing it all at home (from answering every text, running Google Ads, and perfecting her craft) has grown into SUGARED + BRONZED—the not-so-secret weapon for flawless skin both on and off the red carpet. Today, the brand is all about clean confidence.
We sat down with Courtney to talk about her scrappy early days, building a beauty brand that tastemakers swear by, and why her ultimate goal hasn’t changed.
You started SUGARED + BRONZED in your Santa Monica apartment with just $1,000. What do you remember most about those early hustle days?
I remember how scrappy it was—in the best way. My goal was to make every dollar stretch, doing everything myself: answering texts, ordering supplies, setting up appointments, cleaning up, running our Google Ads. What I remember most is this mix of adrenaline and belief—like, “If I can just get one more client, and they leave feeling amazing, this can grow.”
At the time, sugaring and sunless tanning weren’t mainstream. What gap did you see in the beauty space that you knew had to be filled?
Sugaring and sunless tanning existed, but they weren’t done at a high level with consistency. I saw a gap for hair removal and tanning that felt clean, modern, and approachable—not intimidating, not a slow, quiet spa vibe, and not in a sketchy back room. I wanted consistent results, fair pricing, and an experience people were proud to recommend.
You’ve also expanded beyond studios into e-commerce with self-tanners and body care. How do you ensure at-home results still feel pro-level?
Our goal with e-commerce has always been to deliver the same in-store quality glow at home, and we’ve been intentional about every detail, from formulation to packaging to education. All of our sunless tanning products feature our proprietary FlexExpress® formula, which offers rinse-or-wear flexibility designed to fit any schedule. You can shower in as little as one hour for a subtle glow, or leave it on longer for a deeper, more developed tan, just like our in-store tans.
We’ve also created different formats for different needs. Our S+B Sunless Tanning Mist is perfect for an even, effortless application. Our S+B Sunless Tanning Mousse is ideal for a full-body bronze with buildable depth, and our S+B Sunless Tanning Water is a go-to for the face, giving a subtle, glowy finish that layers beautifully with skincare and makeup.
Each formula is made to be intuitive, customizable, and easy to use, so whether you're just starting out or have your glow routine down, achieving a flawless finish feels simple and stress-free.
How has your approach to beauty and skincare changed from the early days to now?
In the beginning, it was all about perfecting the craft and building trust one client at a time. Today, it’s about scaling that exact same experience.
At the end of the day, what do you hope every client feels when they leave one of your studios—or use your products at home?
I want every client to feel flawless and better than when they came in. Whether they’re walking out of one of our stores or using our products at home, the goal is the same: To feel more confident.