Melanie Richards, founder and CEO of goGLOW, has transformed her background in public service into a thriving national franchise that redefines sunless tanning. With 42 locations open or in development, goGLOW holds an Allure Best of Beauty Award and is recognized as offering the best spray tan from New York to Los Angeles.
Before launching goGLOW, Richards worked as a probation officer in Minnesota, specializing in domestic violence cases. She helped develop multi-agency domestic violence service centers, an initiative replicated nationwide. While maintaining her full-time career, she attended the Aveda Institute in Minneapolis and completed its Esthiology program. In 2010, she launched goGLOW as a mobile sunless tanning service.
Richards recognized 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.
goGLOW's product 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 whipped mousse. All products are designed to improve skin health, not just color it.
Every service is applied by hand by a trained spray specialist, beginning with a personalized color consultation. Clients choose between Single goGLOW, left on for a minimum of 12 hours, or Rapid goGLOW, rinsed off in three to five hours. Both develop fully over the next 24 hours. Education is central to the experience, teaching clients how to care for their skin long-term.
goGLOW's franchise model is intentionally accessible, requiring no prior beauty or skincare experience. Franchisees benefit from 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 leadership team works closely with franchise owners to build efficient, high-performing studios.
For more information, visit goglow.co or follow on Instagram @_goglow.
Richards says, "Great ideas often come from solving everyday problems. I paid attention to what frustrated people, what wasn't working and asked myself how I could fix it." Her journey from probation officer to esthetician to founder and CEO of a national franchise exemplifies that belief.
