LOS ANGELES, CA — What started as a single mobile spray tanning truck in Minneapolis in 2010 has evolved into a nationwide franchise powerhouse with 26 locations open and an additional 25 stores in the process of opening, according to the company. The brand, goGLOW, is now one of the fastest-growing beauty franchises in the country.
Melanie Richards, goGLOW's founder and CEO, spent more than a decade working as a probation officer before launching the mobile service on the side. One truck became four, and in 2015, Richards opened her first brick-and-mortar location in Edina, Minnesota. A second corporate-owned location in Chicago in 2017 proved the concept could travel. By 2023, goGLOW officially launched its franchise program, and the results have been explosive.
As of early 2026, goGLOW has reached 26 open locations, with more than a dozen in the final stages of opening and still more in development. For context, goGLOW entered 2025 with roughly 7 operating locations. Reaching 26 in a single year is the kind of trajectory that puts a brand on the radar of every serious franchise investor in the country.
The expansion is unfolding across high-demand markets, with new locations signed or opened 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, among many others. Fresh locations in Mentor, Ohio; Woodbury, Minnesota; and Omaha, Nebraska shattered service records during their opening months.
The 2025 calendar was a whirlwind of ribbon cuttings. New goGLOW salons opened in Austin, Texas; Alpharetta, Georgia; Newtown Square, Pennsylvania; Westfield, New Jersey; Phoenix's Dana Park; and Sherman Oaks in Los Angeles. In Denver, the brand secured a spot at The Orchard Town Center in Westminster, with another location opening in Boulder this summer. Perhaps the most glamorous opening came in December 2025, when goGLOW celebrated its Sherman Oaks grand opening with a red carpet event featuring celebrity guests and reality television personality Brandi Glanville.
Industry observers point to several factors driving goGLOW's rapid ascent. The brand occupies a unique niche, positioned as a skincare-forward beauty destination. Every spray tan is custom-blended based on the client's skin tone and preferences, and the proprietary product line featuring plant-based, hydrating cleansers and moisturizers extends the relationship beyond a single appointment. The company's patented air-filtration system addresses longstanding health concerns and gives the brand a technological moat.
From a franchisee perspective, the model is built for accessibility. Locations typically occupy just 1,200 to 1,500 square feet, keeping real estate costs low. Startup costs are positioned below many traditional beauty franchise concepts, and the small footprint allows franchisees to be operational in as little as three to four months. Multi-unit ownership is encouraged, and several early franchisees have already begun developing second locations.
With 26 locations open or on the verge of opening and a healthy pipeline of additional territories in development, goGLOW is entering its next chapter with serious scale on the horizon. The brand has assembled a leadership team with deep franchise industry experience and strategic partnerships with franchise development firms. The brand's Allure Best of Beauty Award recognition and its more than 5,000 five-star reviews provide social proof that resonates with both consumers and prospective franchise partners.
For the beauty and wellness franchise industry, goGLOW's rise is a signal that the next great franchise brands may come from entrepreneurs who see a gap in the market and have the tenacity to fill it.
