IT'SUGAR was founded to create an environment that fosters the greatest feeling of happiness and humor; that allows you to smile and laugh out loud without judgment. Expanding rapidly, with over 100 locations nationwide, IT'SUGAR aspires to a future where everyone has access to the pure joy that comes from indulging in a world with fewer rules and more sugar.There are three major things that differentiate IT'SUGAR from other candy retailers. One is the product – an unconventional twist on traditional candy store goods that focus on the humorous and outlandish. Second is the ambiance –full of bright colors, loud music and lighthearted rebellion. Third is the people - passionate, optimistic, and energetic.