One Woman’s Search for a Better Hair Removal Method Set off Sugar Sugar Franchise's Clean Beauty Movement

Aimee Blake was sick of the negative effects of regular waxing and shaving, so she started looking for a better hair removal option.

"I was looking for a hair removal solution years ago: waxing and, of course, shaving, just wasn't a great alternative for me,” Blake told 1851 Founder and Publisher Nick Powills in a recent “Meet the Zor” podcast. “A friend of mine told me about sugaring. I had never heard of it at the time. I found somebody honestly tucked away in the back of a hair salon. The poor woman — it was probably a closet that they converted into her little space. But there she was doing her thing. I booked an appointment, and I loved it. No ingrown hairs, it didn't hurt as bad, the product doesn't go on hot — the list goes on and on."

However, when Blake went on a trip, and tried to find a sugaring service in a new location, she was surprised to find there were none. This led her to realize there was a gap in the market.

In 2013, Blake and William Johner, co-founder and chief operating officer, founded Sugar Sugar in Scottsdale, Arizona. The pair saw an opportunity to bring this natural and less common method to a wider audience. Sugaring, combined with organic spray tanning, set Sugar Sugar apart as a unique service provider in the beauty industry, emphasizing clean beauty and exceptional client care.

Their venture quickly gained traction, resonating with clients who appreciated the high-quality, organic approach to beauty treatments. As demand for their services grew, Blake and Johner faced increasing requests from clients in various regions, eager to have Sugar Sugar in their own communities. Recognizing the potential for national growth, they decided to franchise their brand.

Franchising, however, presented its own set of challenges. The duo initially underestimated the complexities involved, particularly in areas of compliance and operations. To navigate these challenges, they brought on knowledgeable staff, ensuring that they could meet the rigorous demands of franchising while maintaining their high standards.

The brand has experienced impressive growth but has stayed true to its roots over the years. Blake knows what it was like to seek out a better hair removal alternative and can relate to her clients.

“We're one of the only ones in sugaring or waxing that's still woman-driven and I think that that's the difference for us,” said Blake. “We're women-driven every day because we know that resonates with the client.”

Today, Sugar Sugar operates three corporate locations and has sold 48 franchise locations across the United States, with four already open and five more expected by the end of the third quarter.

A summarized transcript of Blake’s interview with Powills is included below. It has been edited for clarity, brevity and style.

Powills: How did you get into franchising?

Blake: I discovered sugaring while searching for a hair removal solution. After loving the results, we opened our first Sugar Sugar location in Scottsdale in 2013. We expanded into franchising due to client demand and lack of similar services in other locations.

Powills: How many locations do you have?

Johner and Blake: We have three corporate locations and have sold 48 franchise locations across the country, with four currently open and five more expected to open by the end of Q3.

Powills: What made you decide to franchise?

Johner and Blake: Clients from various regions showed interest in having Sugar Sugar in their own areas, indicating potential for national growth.

Powills: What were your initial expectations for franchising?

Johner and Blake: We initially underestimated the complexity of franchising, particularly regarding compliance and operations, but adapted by bringing on knowledgeable staff.

Powills: How do you view the importance of support for franchisees?

Johner and Blake: We prioritize support for franchisees, even pausing franchise development to ensure we provide adequate support.

Powills: How do you handle competition and urgency in the market?

Johner and Blake: We focus on quality and client satisfaction rather than rushing expansion. We believe in taking calculated steps to ensure long-term success.

Powills: What is your strategy for grand openings?

Johner and Blake: We currently require franchisees to spend $10,000 on grand openings but are considering increasing this to ensure effective marketing and better long-term performance.

Powills: What is the initial investment range?

Johner and Blake: The initial investment ranges from $129,000 to just under $300,000, depending on location and build-out specifics.

Powills: What are your revenue disclosures?

Johner and Blake: We disclose revenues in the FDD [franchise disclosure document], with our two corporate locations generating $525,000 and $560,000 in 2023.

Powills: What makes Sugar Sugar unique?

Johner and Blake: Sugar Sugar focuses on clean beauty and offers sugaring along with organic spray tanning, providing a unique combination of services.

Powills: How do you maintain high employee retention?

Johner and Blake: By offering a variety of services, we keep the job interesting for employees, which helps in retaining them longer.

Powills: What is your long-term vision?

Johner and Blake: We are aiming for sustainable growth and ensuring that franchisees are well-supported and successful.

Powills: What message do you want potential franchisees to know?

Johner and Blake: Sugar Sugar is passionate about clean beauty and providing exceptional service. We are looking for franchisees who share our dedication to quality and client satisfaction.

Watch the full interview here.