Sugaring NYC
Sugaring NYC is a US franchised salon chain operating 130+ locations that offer organic sugar-paste hair removal, waxing, laser hair removal, and ancillary beauty services to a predominantly female individual-consumer base, monetizing through service fees, memberships, packages, and retail products.
- Company typePrivate
- Founded2015
- HeadquartersNew York, United States
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What Sugaring NYC does
Sugaring NYC is a US franchised salon chain specializing in organic hair removal services. Founded in 2014/2015 and headquartered in West Palm Beach, Florida, the company operates 130+ locations across 20+ metropolitan markets and employs 501-1,000 people. Its core service is sugaring — hair removal using a proprietary organic paste of sugar, water, and lemon juice, applied via the in-house developed SWEET GLIDE technique. The menu spans Brazilian, body, leg, arm, underarm, and face sugaring, complemented by eco-friendly beeswax-based body waxing, painless laser hair removal, V-Facials, Keratin Lash Lifts, Brow Lamination, and Mystic Tan sunless spray tanning. Men's services account for roughly 10% of customers.
The business operates a multi-revenue-stream model. Per-visit service pricing for Brazilian services ranges from $32-$80; prepaid S-Packages (S5/S7/S11, $100-$225) and the S-Pass monthly subscription ($65-$150+/mo with up to 40% savings) drive recurring and pre-paid revenue. A SweetRewards loyalty program (1 point per $20, never-expiring points redeemable nationwide) and a $20-per-referral program deepen retention. A signature retail line (sugar scrubs, V-Facial masks, aftercare products) is sold in-store and via e-commerce. Distribution is direct-to-consumer through franchise storefronts, the sugaringnyc.com website, and iOS/Android apps powered by the Zenoti booking platform. Marketing spans organic social (Instagram, Facebook, YouTube), SEO targeting 'sugaring near me' queries, referral mechanics, and earned media (Elle, Glamour, Vogue, HuffPost, TimeOut). An in-house franchise incubation program ('Your Future in Your Hands') funds employee-to-owner transitions with up to $30,000. The company is privately held, founder-led (Daria Afanaseva), bootstrapped with no disclosed funding rounds, and operates entirely within the United States.
Sugaring NYC firmographics
Firmographics- Name
- Sugaring NYC
- Legal name
- Sugaring NYC
- Website
- https://sugaringnyc.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Sugaring NYC is a US franchised salon chain operating 130+ locations that offer organic sugar-paste hair removal, waxing, laser hair removal, and ancillary beauty services to a predominantly female individual-consumer base, monetizing through service fees, memberships, packages, and retail products.
- Ownership category
- akta.pro rank
Sugaring NYC industry classification
Industry- Product category
- Hair Removal and Beauty Salon Services
- NAICS
- Hair, Nail, and Skin Care Services (81211), Beauty Salons (812112)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Body Waxing & Sugaring Services (Arms/Legs/Underarms/Back/Chest) (HSALAGAB)
- akta.pro secondary industries
- Bikini & Brazilian Hair Removal Services (HSALAGAC), Men’s Grooming Hair Removal Services (HSALAGAD), Facial Hair Removal Services (Upper Lip/Chin/Sideburns) (HSALAGAA), Waxing & Depilatory Professional Products (CRABALAH)
Keywords
Where Sugaring NYC is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices21 records
Markets served
Sugaring NYC business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Infrastructure
Revenue model
- In-Salon Hair Removal Services: One-time service appointments for sugaring and waxing treatments across 40+ service types including Brazilian, body, face, arms, legs, underarm, and men's services. Prices range from $32-$80 for Brazilian services.
- S-Pass Monthly Membership: Subscription membership program offering monthly credits ($65-$150/month tier) with 15-40% savings on services, 10% product discounts, and priority booking. Drives recurring revenue and customer loyalty.
- S-Packages (S5, S7, S11): Prepaid service packages offering buy X get Y free deals. S5 (Buy 4 get 1 free, $100), S7 (Buy 6 get 1 free, $150), S11 (Buy 9 get 2 free, $225). Valid for 2 years from purchase.
- Retail Products: Signature skincare line including sugar scrubs (lavender, blueberry, Bulgarian rose, chocolate, lemon kiss) priced at $24.95 each, v-facial masks, aftercare products, and merchandise sold in-store and online.
- Gift Cards: Gift cards usable at any Sugaring NYC location nationwide, transferable, can be used in multiple sessions. Available in various designs with e-delivery option.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Brazilian Bikini Services - Three options for different coverage levels |
| One time/ perpetual license | Pay-as-you-go | S5 Package - Buy 4 services, get 1 FREE |
| One time/ perpetual license | Multi-year contract | S7 Package - Buy 6 services, get 1 FREE |
| One time/ perpetual license | Multi-year contract | S11 Package - Buy 9 services, get 2 FREE |
| Subscription | Monthly | S-Pass Monthly Subscription - Three tier membership |
| Unit Pricing | Pay-as-you-go | Keratin Lash Lift - Enhanced natural lashes treatment |
| Unit Pricing | Pay-as-you-go | V-Facial Add-on Services - Components for intimate area skincare |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels10 records
Sugaring NYC product offering
Product offeringCore offering
Sugaring NYC operates a nationwide franchise of organic hair removal salons delivering sugar waxing (sugaring) and beeswax waxing services using its proprietary SWEET GLIDE technique and 100% organic sugar paste formula. Core services cover Brazilian, body, leg, arm, underarm, and face sugaring, plus complementary beauty treatments including V-Facials, Keratin Lash Lifts, Brow Lamination, painless laser hair removal, and sunless spray tanning. The company also sells a signature retail skincare line and offers an S-Pass membership subscription and prepaid S-Packages.
Product overview
Sugaring NYC is a nationwide organic hair removal salon chain offering sugaring and waxing services at 130+ locations. The core product portfolio centers on organic sugar paste hair removal (sugaring) services using the proprietary SWEET GLIDE™ technique, supplemented by eco-friendly beeswax-based body waxing and painless laser hair removal. Service offerings include body-area specific sugaring (Brazilian, Body, Legs, Arms, Underarm, Face) for all genders, plus specialty services like V-Facials (intimate area facials), Keratin Lash Lift, and Brow Lamination. The company operates a multi-tiered business model combining direct services with retail products (Signature Scrubs, V-Facial Masks, Aftercare products), subscription membership (S-Pass), prepaid packages (S5, S7, S11), and loyalty/referral programs (SweetRewards). Additional services include sunless spray tanning via Mystic Tan booths and franchising opportunities.
Differentiator
Problem solved
Functional benefit
Products and services
- Brazilian Sugaring Organic sugar paste hair removal service for the bikini area, offered in Bikini ($32), Full Bikini ($50), Brazilian Bikini for guests with vagina ($65), and Brazilian Bikini for guests with penis ($80) options.
- Body Sugaring Full-body organic sugar paste hair removal service using the proprietary SWEET GLIDE technique, designed for all hair textures and skin tones with minimal pain and zero burn risk.
- Body Waxing Eco-friendly beeswax-based body waxing service that is hypoallergenic, designed for sensitive skin, and biodegradable, decomposing in under 30 days compared to 100-150 years for traditional wax.
- Legs Sugaring Leg hair removal service using organic sugar paste offered in Full Leg, Upper Leg, and Lower Leg options, providing semi-permanent results lasting up to 6 weeks.
- Arm Sugaring Arm hair removal service using organic sugar paste, effective on all hair types, all skin tones, and skin types with results lasting up to 6 weeks.
- Underarm Sugaring Underarm hair removal using organic sugar paste that is hypoallergenic, water-soluble, and safe for sensitive skin, preventing burns associated with traditional hot waxing.
- Face Sugaring Facial hair removal using organic sugar paste with natural alpha hydroxy acid (AHA) that improves skin texture and tone, less painful than waxing or threading.
- V-Facials (Vajacial) Spa-like facial treatment for the bikini/intimate area, offered alongside Brazilian or bikini sugaring services to treat ingrown hairs, bumps, acne, and dark spots. Available as Ingrown Hair Extractions ($20), Chemical Peel ($20), Mask ($20), High Frequency Machine ($15), or an All-Inclusive package.
- Keratin Lash Lift Eyelash enhancement treatment that lifts and boosts natural lashes using keratin technology (not chemical perming), lasting 5-6 weeks. Includes lash tinting to complement skin tone. Priced at $99 for limited time ($120 in some states).
- Brow Lamination Non-invasive brow enhancement treatment that perm-styles eyebrows for a set, uniform shape lasting 5-6 weeks, filling gaps and creating the illusion of fullness, length, and density.
- Men's Sugaring Body hair removal services for men including Back, Chest, Shoulders, Arms, Legs, and intimate (Bikini/Brazilian) sugaring. Approximately 10% of Sugaring NYC customers are men.
- Painless Laser Hair Removal Laser-based hair removal service advertised as a painless alternative to traditional methods, available at select Sugaring NYC locations.
- Sunless Tan Booth (Mystic Tan) Spray tanning service using Mystic Tan Unity booth technology with MagneTan spray technology and customizable solution mix system. Results last 7-10 days. Available at Park Slope Brooklyn, Salem NH, and Jonesboro AR locations.
- S-Pass Membership Monthly subscription membership with three tiers (Silver, Gold, Pink) offering up to 40% monthly savings on services, 10% product discounts, 15% off additional services, and priority booking. Monthly fee starts at $65.
- Signature Scrubs (Retail) Signature sugar/salt body scrub skincare line in Lavender Fields, Sweet Blueberry, Bulgarian Rose, Chocolate, and Lemon Kiss varieties, priced at $24.95 each.
- V-Facial Masks (Retail) Retail skincare masks for intimate area care, including anti-ingrown, hydrating, brightening, calming, and nourishing formulations.
- Aftercare Products Post-treatment skincare products designed for use after sugaring or waxing services to prevent ingrown hairs and maintain smooth skin.
- Gift Cards Gift cards valid at any Sugaring NYC location nationwide, transferable, and usable across multiple sessions. Available in various designs with E-Delivery option.
Quantifiable outcome
- Hair grows back 50% less with regular treatments
- +4 more outcomes
Companies that use Sugaring NYC
Customer profileSegments4 records
Ideal customer profiles4 records
Sugaring NYC technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Sugaring NYC partnerships and signals
Strategic signalScale indicators7 records
Recent moves6 records
Expansion highlights6 records
Sugaring NYC competitors and assessment
Company assessmentDirect peers
- European Wax Center: Large publicly-traded franchise chain specializing in waxing services with 800+ US locations. Most directly comparable in terms of category focus, franchise model, membership program (Wax Pass), and retail product line.
- Waxing the City: Franchised waxing studio chain operating across the US, focused exclusively on waxing services. Comparable service menu (Brazilian, body, facial) and franchise GTM motion; positioned as a head-to-head competitor in the waxing category.
- Hello Sugar: National sugaring franchise studio chain offering organic sugaring services similar to Sugaring NYC. Direct competitor in the organic/natural hair removal niche with comparable pricing model and franchise growth strategy.
Emerging players
- Bare Sugar Waxing Studio: Regional sugaring studio with growing presence, competing directly in the organic sugaring segment. Comparable technique and customer demographic but smaller footprint than Sugaring NYC.
- SEV Laser: Fast-growing laser hair removal and skincare chain expanding across the US. Competes for hair removal customers with technology-forward positioning; relevant for assessing adjacent modality competition.
- Spray Tan LA: Regional spray tan and beauty services chain overlapping with Sugaring NYC's sunless tanning add-on offering. Useful comparable for assessing the cross-sell and add-on service extension.
Broad incumbents
- Milan Laser Hair Removal: Largest US laser hair removal chain with 350+ locations. Competes for the same hair-removal customer wallet with a more permanent (and often more expensive) modality; Sugaring NYC has begun to counter with painless laser offerings.
- Hand & Stone Massage and Facial Spa: National franchise offering massage, facial, and hair removal services with 500+ locations. Competes for personal care wallet share with broader menu but overlapping Brazilian waxing and skincare offerings.
- Massage Envy: Large national personal services franchise chain offering massage, skincare, and hair removal services. Comparable membership model and franchise-driven scale, though with broader service mix.
- Ideal Image: National chain specializing in laser hair removal and aesthetic services. Broad incumbent offering an alternative hair removal modality with subscription-style payment plans that compete on convenience.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Sugaring NYC social profiles
Digital presenceSugaring NYC financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sugaring NYC leadership team
Management profileNumber of profiles
Profiles1 record
Sugaring NYC funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sugaring NYC M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sugaring NYC
What does Sugaring NYC do?
Sugaring NYC operates a nationwide franchise of organic hair removal salons delivering sugar waxing (sugaring) and beeswax waxing services using its proprietary SWEET GLIDE technique and 100% organic sugar paste formula. Core services cover Brazilian, body, leg, arm, underarm, and face sugaring, plus complementary beauty treatments including V-Facials, Keratin Lash Lifts, Brow Lamination, painless laser hair removal, and sunless spray tanning. The company also sells a signature retail skincare line and offers an S-Pass membership subscription and prepaid S-Packages.
Is Sugaring NYC a public or private company?
Sugaring NYC is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Sugaring NYC founded?
Sugaring NYC was founded in 2015. It employs 501 to 1,000 people.
Where is Sugaring NYC based?
Sugaring NYC is headquartered in New York, United States, in the North America region.
How does Sugaring NYC make money?
Five revenue lines are on record. In-Salon Hair Removal Services are the primary driver. The others are S-Pass Monthly Membership, S-Packages (S5, S7, S11), retail Products and gift Cards.
Who are Sugaring NYC's main competitors?
Direct peers on record are European Wax Center, Waxing the City and Hello Sugar. Emerging players are Bare Sugar Waxing Studio, SEV Laser and Spray Tan LA. Broad incumbents are Milan Laser Hair Removal, Hand & Stone Massage and Facial Spa, Massage Envy and Ideal Image.
Does Sugaring NYC have an API?
No public API is recorded for Sugaring NYC.
What industry is Sugaring NYC in?
Sugaring NYC's product category is Hair Removal and Beauty Salon Services. Its primary akta.pro industry code is HSALAGAB, Body Waxing & Sugaring Services (Arms/Legs/Underarms/Back/Chest), with a secondary code of HSALAGAC, Bikini & Brazilian Hair Removal Services. Its NAICS code is 81211 and its SIC code is 2844.