In the crowded beauty and wellness franchise market, goGLOW has emerged as a standout success story. Founded by Melanie Richards, a former probation officer in Minnesota, the brand started as a single mobile spray tanning truck in 2010. Today, it operates 26 open locations across the United States, with an additional 25 in various stages of development. The rapid growth underscores the brand's unique position in the industry.
Richards launched the mobile truck as a side hustle while working in law enforcement. The concept quickly gained traction, leading to her first brick-and-mortar store in Edina, Minnesota, in 2015. A second corporate location opened in Chicago in 2017, proving the concept could scale beyond its home market. By 2023, goGLOW officially launched its franchise program, and the results have been explosive.
The franchise's success is built on several key factors. goGLOW offers proprietary sunless tanning solutions that are vegan, paraben-free, sulfate-free, and made in the U.S. The company also developed a patented air-filtration system that addresses health concerns associated with spray tanning. Locations are typically 1,200 to 1,500 square feet, keeping real estate costs low, and franchisees can become operational in three to four months. The brand requires no prior skincare experience, providing comprehensive training instead.
Expansion has been rapid, with new locations opening in high-demand markets. In 2025, goGLOW opened salons in Austin, Texas; Alpharetta, Georgia; Newtown Square, Pennsylvania; Westfield, New Jersey; Sherman Oaks, California; and several Ohio cities, including Mentor. The Sherman Oaks grand opening featured celebrity guests and reality TV personality Brandi Glanville, highlighting the brand's cultural appeal. Additional locations are signed or opening in Charleston, South Carolina; Charlotte, North Carolina; Cincinnati and Dayton, Ohio; Milwaukee, Wisconsin; Kansas City, Kansas; Long Beach and San Diego, California; and Delray Beach, Florida.
The brand's momentum shows no signs of slowing. goGLOW has assembled a leadership team with deep franchise experience and formed strategic partnerships with franchise development firms. Consumer demand is fueled by growing awareness of UV tanning risks and a preference for clean beauty. The brand's Allure Best of Beauty Award and over 5,000 five-star reviews provide strong social proof.
Richards emphasizes the brand's mission to empower confidence and illuminate natural beauty. With a pipeline of additional territories in development, goGLOW is poised for continued growth. For the beauty franchise industry, goGLOW's rise signals that innovative, customer-focused concepts can disrupt traditional models.
