Beautify For The Holidays at Long Beach’s Own Sugar Cove!

By Brittany Hart Scholten | Photo by Monique Kuhlman

Friendship, persistence, and community strength are all behind the story of Sugar Cove. Over 12 years ago, Kara Connell and Kelly Bockrath (best friends, roommates, and Long Beach locals) opened the shop together in Belmont Shore. 

The idea for Sugar Cove was born out of their enthusiasm for spray tans. “We were obsessed with spray tans,” shares Kara. In the early 2010s, they were driving to Cerritos since there were no local options and thought, “What if we just opened a spray tan salon and sprayed our friends? The rent would pay for itself.” Soon after, a friend in the beauty industry introduced them to “sugaring,” a gentle, all-natural hair-removal method that suited their sensitive skin. Pairing sugaring with airbrush tanning, they knew they had hit on something special, even perhaps “lightning in a bottle.”

The first location began modestly; one esthetician and one treatment room and it was always booked. Within two years, they expanded to four treatment rooms in that space. They grew the business from scratch, even utilizing their own furniture from their apartment to furnish that first salon. The real break-through came when they opened a second location in Norse Way Village and things “took off,” allowing them to open three other locations in SoCal. 

They believe what sets them apart is their commitment to community and authenticity. Both women have deep roots in Long Beach (grandparents, parents, work history) and say that “our heart really is in the city.” They are dedicated to working with and supporting other local small businesses. 

“We leaned a lot on the community when we started [Sugar Cove] and networked with restaurants and people we both already knew from our previous local small businesses,” Kelly recalls, crediting their growth and success to the strength of their community ties.

The experience for the client is unique at Sugar Cove, as they are not corporate but a boutique experience. They get to know their clients and offer a glass of wine when you walk through their doors. 

In today’s world of big beauty-chains and corporate salon brands, their locally grown, women-owned model stands out. As Kara and Kelly put it, “We’ve created a space that a lot of people have stayed loyal to, especially Long Beach women.”

No matter which location you walk into, Sugar Cove’s estheticians offer expert sugaring, airbrush tanning, and skincare services including facials, dermaplaning, brow lamination, and lash lifts.