Melanie Richards, the founder and CEO of goGLOW, has built a national sunless tanning and skincare franchise from a mobile service she launched in 2010 while working as a probation officer in Minnesota. Today, goGLOW operates 42 locations across the country and holds an Allure Best of Beauty Award, but its mission remains rooted in empowering people with confidence and illuminating their natural beauty.
Richards, who specialized in domestic violence cases as a probation officer, attended the Aveda Institute in Minneapolis and completed its Esthiology program while maintaining her full-time law enforcement career. She identified a gap in the sunless tanning industry for safe, high-quality products and developed a proprietary approach that prioritizes skin health. goGLOW's sunless tanning solutions 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 spray-tan solution delivery, protecting both clients and technicians.
The goGLOW experience is centered on personalized service, with trained spray specialists conducting color consultations and applying products by hand. Clients can choose between a Single goGLOW, left on for a minimum of 12 hours, or a Rapid goGLOW, rinsed off in three to five hours, with full development over 24 hours. The brand's 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. All products are designed to improve skin health, not just color it.
goGLOW's franchise model is accessible to individuals without prior beauty or skincare experience, offering comprehensive certification training. Franchisees benefit from site selection support, store design guidance, grand opening PR, ongoing coaching, staff training, and digital marketing support. Richards emphasizes that the goal is to build a movement and a brand people trust, helping entrepreneurs build meaningful businesses.
Richards' journey from public service to entrepreneurship reflects her belief that great ideas come from solving everyday problems. She advises aspiring entrepreneurs to "just go for it," noting that there is never a perfect time. goGLOW continues to expand, with new studios launching in markets nationwide, and remains committed to delivering a professional, skin-first experience that nourishes as much as it glows. More information is available at goglow.co.
