Melanie Richards, founder and CEO of goGLOW®, has turned a personal frustration with spray tanning into a national franchise that emphasizes skin health and empowerment. With 42 locations open or in development, the brand has earned an Allure Best of Beauty Award and recognition as offering the best spray tan from New York to Los Angeles. Richards, who previously worked as a probation officer specializing in domestic violence, launched goGLOW in 2010 as a mobile sunless tanning service while attending the Aveda Institute in Minneapolis.
Richards developed proprietary sunless tanning solutions that are non-toxic, vegan, paraben-free, sulfate-free, and cruelty-free, made in the United States using eco-certified DHA. She also invented a patented air-filtration system that controls airflow and delivery of spray-tan solution, maintaining clean air quality during application. The brand's signature all-white studios offer a modern, unisex environment that sets it apart in the tanning industry.
goGLOW's product line includes CLEANSE, a pH-balancing daily cleanser with hyaluronic acid and organic extracts; HYDRATE, an argan oil body butter with omega-6 fatty acids; EXTEND, a gradual self-tanning moisturizer with organic coconut oil, caffeine, and Kakadu plum; and Whipped MOUSSE, a sunless tanning mousse with hemp seed oil and apple stem cells. All products are paraben-free, sulfate-free, vegan, and gluten-free, made in the United States.
Every goGLOW service begins with a personalized color consultation and includes a pH-balancing spray, professional sunless application, and a finishing moisture-locking spray. Clients can choose between Single goGLOW, left on for at least 12 hours, or Rapid goGLOW, rinsed off in three to five hours, with full development over 24 hours. Client education is central to the experience, teaching long-term skin care.
The franchise model requires no prior beauty or skincare experience, providing comprehensive certification training for owners and their teams. Franchisees receive support in site selection, lease negotiation, store design, grand opening PR, social media planning, ongoing business coaching, staff training, and digital marketing. goGLOW's leadership works closely with owners to build efficient studios with systems designed to protect franchisees.
Richards' background in public service informs the brand's mission of empowerment. She spent years as a probation officer helping victims of domestic violence rebuild their lives, an experience that shaped goGLOW's focus on helping people feel confident. The brand has grown through community engagement and social media, with clients becoming micro-influencers.
For those considering entrepreneurship, Richards advises: 'Just go for it. There's never a perfect time. The world is waiting for new ideas and fresh passion. Believe in yourself, take that leap, and create something that excites you.'
Find a goGLOW studio near you or explore franchise opportunities at goglow.co.
