Sugaring NYC

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.

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

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

• Organic hair removal
• Sugaring services
• Waxing salon
• Beauty salon franchise
• Lash and brow services

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices21 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Infrastructure

Revenue model

1. 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.
2. 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.
3. 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.
4. 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.
5. 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

Go-to-market motion1 record

Distribution channels4 records

Marketing channels10 records

Core 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

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct 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

• Xx.com/SugaringNYC
• YouTubeyoutube.com/channel/UCWxb53zOMubaw4d7E5W1Qdg
• Facebookfacebook.com/sugaringnewyork
• Instagraminstagram.com/sugaringnyc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sugaring NYC