Case Study: Sugaring NYC achieves streamlined online bookings and increased client retention with Timely

Sugaring NYC - Customer Case Study

Sugaring NYC, founded by Daria Afanaseva, is an all‑natural face and body hair‑removal salon specializing in sugaring — a gentle, centuries‑old technique using just sugar, water and lemon juice. Daria launched the business after finding no sugaring options in NYC for people with sensitive skin and quickly outgrew a single rented treatment room, facing the dual challenge of scaling operations and replacing a manual notebook booking system.

To meet demand she opened a four‑room salon in 2014, expanded to six locations across New York, Massachusetts and Illinois, and began franchising in 2017. Adopting Timely’s online booking, automated reminders and package features (like yearly unlimited passes) streamlined bookings, improved customer convenience and retention, and helped the business achieve rapid growth and strong client loyalty.

Sugaring NYC

Daria Afanaseva

Owner