Melanie Richards, founder and CEO of goGLOW, has built a national sunless tanning franchise from a mobile service launched in 2010. The brand now boasts 42 locations open or in development across the United States, an Allure Best of Beauty Award, and recognition as offering the best spray tan from New York to Los Angeles. But Richards' path to beauty entrepreneurship began in an unlikely place: the criminal justice system.
Before goGLOW, Richards served as a probation officer in Minnesota, specializing in domestic violence cases. She helped develop multi-agency domestic violence service centers that have since been replicated nationwide. While maintaining that full-time career, she attended the Aveda Institute in Minneapolis, completing its Esthiology program. Drawing on her training as an esthetician and her passion for helping women feel confident, she launched goGLOW as a mobile sunless tanning service.
Richards identified a gap in the sunless tanning industry: a lack of safe, high-quality options that prioritize skin health. 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.
Every goGLOW service is applied by hand by a trained spray specialist who begins with a personalized color consultation. The service includes a pH-balancing spray, the professional sunless application, and a finishing moisture-locking spray. Clients can 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.
The brand's skincare line extends care into the home. Products include CLEANSE, a pH-balancing daily cleanser with hyaluronic acid; HYDRATE, an argan oil body butter; EXTEND, a gradual self-tanning moisturizer with organic coconut oil; and Whipped MOUSSE, a sunless tanning mousse with hemp seed oil. All are made in the United States and designed to actively improve skin.
goGLOW's franchise model is intentionally accessible, requiring no prior beauty or skincare experience. The company provides comprehensive certification training for franchise owners and their teams, covering everything from site selection and lease negotiation to store design, grand opening PR, social media planning, ongoing business coaching, staff training, and digital marketing support. The brand has grown rapidly through strong community engagement and social media, where clients become micro-influencers sharing their goGLOW experience.
For Richards, franchising is a continuation of her mission in public service: helping people build the lives they want. Through goGLOW, she provides both a transformative client experience and a pathway for entrepreneurs to build something meaningful. She advises aspiring entrepreneurs to "just go for it," noting that there is never a perfect time to start a business.
More information about goGLOW and franchise opportunities can be found at goglow.co or by following @_goglow.
