Melanie Richards, founder and CEO of goGLOW, began her career as a probation officer in Minnesota, specializing in domestic violence cases. After attending the Aveda Institute and completing the Esthiology program, she launched goGLOW in 2010 as a mobile sunless tanning service. Today, the brand has 42 locations open or in development across the United States and holds an Allure Best of Beauty Award.
Richards identified a gap in the spray tanning industry for safe, high-quality products that prioritize skin health. She developed proprietary, non-toxic, vegan, paraben-free, and cruelty-free formulas made in the U.S. with eco-certified DHA. Additionally, she invented and patented a proprietary air-filtration system that controls airflow during application to maintain clean air quality.
The goGLOW experience includes a personalized color consultation, pH-balancing spray, professional sunless application, and a finishing moisture-locking spray. Clients can choose between the Single goGLOW (left on for at least 12 hours) or Rapid goGLOW (rinsed off in three to five hours). The brand also offers a skincare line, including CLEANSE ($12), a pH-balancing daily cleanser; HYDRATE ($17), an argan oil body butter; EXTEND ($18), a gradual self-tanning moisturizer; and Whipped MOUSSE ($22), a sunless tanning mousse.
goGLOW's franchise model is designed for accessibility, requiring no prior beauty or skincare experience. Franchisees receive comprehensive support, including site selection, store design, grand opening PR, ongoing business coaching, staff training, and digital marketing. The brand emphasizes community engagement and social media, with clients often becoming micro-influencers.
Richards' journey from public service to entrepreneurship reflects her mission of empowerment. She states, "Our goal has never been to simply sell franchises. We're building a movement—a brand people trust and a business that helps them feel confident inside and out." For more information, visit goglow.co.
