Melanie Richards, the Founder and CEO of goGLOW, has built a national sunless tanning and skincare franchise from a mobile service launched in 2010. With 42 locations open or in development across the United States, goGLOW has earned an Allure Best of Beauty Award and recognition as offering the best spray tan from New York to Los Angeles. The brand's mission, rooted in Richards' background as a probation officer specializing in domestic violence cases, focuses on empowering people with confidence and illuminating their natural beauty.
Richards, who was raised by a single mother, entered public service after graduating from the University of Minnesota. While working full-time as a probation officer, she attended the Aveda Institute in Minneapolis and completed its Esthiology program. In 2010, she launched goGLOW as a mobile sunless tanning service, driven by her passion for helping women feel confident in their skin. "Great ideas often come from solving everyday problems," Richards said. "I paid attention to what frustrated people, what wasn't working and asked myself how I could fix it. There was a clear gap in safe, high-quality sunless tanning."
Recognizing the need for a better solution in the spray tanning industry, 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 and patented a proprietary air-filtration system that controls airflow and delivery of spray-tan solution during application, maintaining clean air quality for both client and technician. The brand's all-white studio environments offer a sleek, modern, and unisex aesthetic that stands apart in the tanning industry. "We've outsmarted the sun," Richards said. "You can get a beautiful glow without any of the damage."
The goGLOW skincare line includes products such as CLEANSE, a pH-balancing daily cleanser; HYDRATE, an argan oil body butter; EXTEND, a gradual self-tanning moisturizer; and Whipped MOUSSE, a sunless tanning whipped mousse. All products are formulated with skin-healthy ingredients like hyaluronic acid, organic ginkgo biloba, argan oil, and hemp seed oil. Every goGLOW service is applied by hand by a trained spray specialist, beginning with a personalized color consultation. Clients can choose between Single goGLOW, left on for a minimum of 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.
goGLOW's franchise model is designed for accessibility, requiring no prior beauty or skincare experience. Franchisees receive comprehensive certification training, site selection and lease negotiation support, store design guidance, grand opening PR, ongoing business coaching, staff training, and digital marketing support. The brand has grown rapidly through strong community engagement and social media, where clients naturally become micro-influencers. For Richards, franchising is a continuation of her mission to help people build the lives they want. "Just go for it," she advised aspiring entrepreneurs. "There's never a perfect time. The world is waiting for new ideas and fresh passion."
From probation officer to esthetician to founder and CEO, Richards has built goGLOW into a brand redefining sunless tanning as a professional, skin-first experience. The company's website is goglow.co, and its Instagram handle is @_goglow.
