Melanie Richards, founder and CEO of goGLOW, has built a national sunless tanning franchise from a mobile service launched in 2010. 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, a former probation officer specializing in domestic violence, says the mission remains unchanged: empowering people with confidence and illuminating their natural beauty.
Richards was raised by a single mother who taught her the importance of hustle and passion. After graduating from the University of Minnesota, she worked as a probation officer, helping develop multi-agency domestic violence service centers that have been replicated nationwide. While maintaining that career, she attended the Aveda Institute in Minneapolis and completed its Esthiology program. In 2010, she launched goGLOW as a mobile sunless tanning service, spending her days in public service and her nights building a dream.
Richards identified a gap in safe, high-quality sunless tanning. She developed proprietary, non-toxic, vegan, paraben-free, sulfate-free, and cruelty-free formulas 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 while protecting both client and technician. The brand's all-white studio environments are designed to be sleek, modern, unisex, and timeless.
The goGLOW skincare line includes CLEANSE, a pH-balancing daily cleanser; HYDRATE, an argan oil body butter; EXTEND, a gradual self-tanning moisturizer; and Whipped MOUSSE, a sunless tanning mousse. Every product is paraben-free, sulfate-free, vegan, and gluten-free, made with ingredients chosen to actively improve the skin. The brand's services include a personalized color consultation, pH-balancing spray, professional sunless application, and 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.
The franchise model is designed for accessibility, with no prior beauty or skincare experience required. goGLOW provides comprehensive certification training, site selection and lease negotiation support, store design and construction guidance, grand opening PR and social media planning, ongoing business coaching, staff training programs, and digital marketing and SEO support. The brand's leadership team works closely with franchise owners to build efficient, high-performing studios.
goGLOW has grown through strong community engagement and social media, where clients become micro-influencers. For Richards, franchising is a continuation of her mission to help people build the lives they want. She advises aspiring entrepreneurs, "Just go for it. There's never a perfect time. The world is waiting for new ideas and fresh passion." More information is available at goglow.co.
