In the crowded landscape of beauty and wellness franchises, few stories are as compelling as the ascent of goGLOW. 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 in the process of opening. The momentum is undeniable, and the brand is only accelerating.
Melanie Richards, goGLOW's founder and CEO, spent more than a decade as a probation officer in Minnesota before launching a mobile spray tanning service on the side. One truck became four, and a loyal clientele grew into a movement. Richards opened her first brick-and-mortar location in Edina, Minnesota, in 2015, rejecting the dark, chemical-heavy aesthetic of traditional tanning salons in favor of bright, white-walled studios. 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. For context, goGLOW entered 2025 with roughly 7 operating locations. Reaching 26 in a single year puts the brand on the radar of every serious franchise investor. The expansion is unfolding across high-demand markets from coast to coast, including 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. 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. The Ohio debut in Mentor marked the brand's first foray into the Buckeye State, with four additional locations opening in Ohio this year. In Denver, the brand secured a spot at The Orchard Town Center in Westminster and 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 as a skincare-forward beauty destination. Every spray tan is custom-blended based on the client's skin tone, and the proprietary product line featuring plant-based, hydrating cleansers extends the relationship beyond a single appointment. The company's patented air-filtration system, developed by Richards herself, addresses longstanding health concerns in the spray tanning industry. 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.
The diversity of goGLOW's franchise partners includes former corporate tech professionals, healthcare workers, real estate investors, and seasoned multi-brand franchise operators. The brand has assembled a leadership team with deep franchise industry experience and strategic partnerships with franchise development firms. Broader market tailwinds are favorable, with growing consumer awareness of the health risks associated with UV tanning and sustained demand for clean beauty experiences. The brand's Allure Best of Beauty Award recognition and more than 5,000 five-star reviews provide social proof that resonates with consumers and prospective franchise partners.
Richards has spoken openly about building goGLOW to scale, and the numbers suggest the vision is becoming reality. From a solo mobile operation to 26 locations in just two years of franchising, the journey is a testament to what happens when product innovation meets operational discipline. For the beauty and wellness franchise industry, goGLOW's rise signals that the next great franchise brands may come from entrepreneurs who see a gap in the market and have the tenacity to fill it, one flawless, sun-kissed glow at a time.
