Melanie Richards, founder and CEO of goGLOW, has built a national sunless tanning franchise from a mobile service launched in 2010. The brand now has 42 locations open or in development across the United States and holds an Allure Best of Beauty Award. Before entering the beauty industry, Richards worked as a probation officer in Minnesota, specializing in domestic violence cases and helping develop multi-agency service centers that have been replicated nationwide.
While maintaining her full-time career in law enforcement, Richards attended the Aveda Institute in Minneapolis and completed its Esthiology program. She launched goGLOW as a mobile sunless tanning service, drawing on her training as an esthetician and her passion for helping women feel confident in their skin. Today, goGLOW offers 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. Richards also invented and patented a proprietary air-filtration system that controls airflow and delivery of spray-tan solution during application, protecting both client and technician.
The goGLOW experience includes a personalized color consultation, a pH-balancing spray, professional sunless application, and a finishing moisture-locking spray. Clients choose between Single goGLOW, left on for at least 12 hours, or Rapid goGLOW, rinsed off in three to five hours. The brand emphasizes client education, teaching long-term skin care. Its 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 mousse. All products are paraben-free, sulfate-free, vegan, and gluten-free.
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 and construction guidance, grand opening PR and social media planning, ongoing business coaching, staff training programs, and digital marketing and SEO support. The brand has grown through strong community engagement and social media, with clients becoming micro-influencers who share their experiences.
Richards advises aspiring entrepreneurs to 'just go for it,' emphasizing that there is never a perfect time. She continues to lead goGLOW from its origins as a mobile service into a national brand redefining sunless tanning as a professional, skin-first experience. More information about goGLOW studios and franchise opportunities is available at goglow.co.
