Melanie Richards, the Founder and CEO of goGLOW, has transformed her background in public service into a thriving national franchise that redefines sunless tanning. Before launching goGLOW in 2010 as a mobile service, Richards worked as a probation officer in Minnesota, specializing in domestic violence cases. She helped develop multi-agency domestic violence service centers, an initiative replicated nationwide, while attending the Aveda Institute to become an esthetician. Today, goGLOW operates 42 locations across the United States, holds an Allure Best of Beauty Award, and is recognized for its skin-first approach.
Richards identified a gap in the sunless tanning industry for safe, high-quality products. She developed proprietary, non-toxic, vegan, and cruelty-free formulas made in the U.S. using eco-certified DHA. Additionally, she invented and patented an air-filtration system that controls airflow during spray tan application, ensuring clean air quality for clients and technicians. The brand's all-white studios reflect a modern, unisex aesthetic that sets it apart.
goGLOW's product line includes CLEANSE, a pH-balancing cleanser; HYDRATE, an argan oil body butter; EXTEND, a gradual self-tanning moisturizer; and Whipped MOUSSE, a sunless tanning mousse. All products are paraben-free, sulfate-free, and gluten-free, designed to improve skin health. The goGLOW experience involves a personalized color consultation and hand application by trained specialists, with options for a 12-hour or three-to-five-hour development time. Client education is central, teaching long-term skin care.
The franchise model requires no prior beauty experience, offering comprehensive training, site selection support, and ongoing coaching. Franchisees benefit from grand opening PR, digital marketing, and staff training programs. Richards emphasizes that goGLOW builds a movement, not just a business, empowering entrepreneurs and clients alike. Her advice to aspiring entrepreneurs: 'Just go for it. There's never a perfect time.'
For more information, visit goglow.co or follow on Instagram @_goglow.
