Melanie Richards, founder and CEO of goGLOW, has built a national sunless tanning and skincare franchise that challenges conventional industry practices by prioritizing skin health and safety. With 42 locations open or in development across the country, the brand holds an Allure Best of Beauty Award and has been recognized as offering the best spray tan from coast to coast.
Richards' journey from probation officer specializing in domestic violence cases to beauty entrepreneur informs goGLOW's mission of empowering people with confidence. While maintaining her full-time career in law enforcement, she attended the Aveda Institute in Minneapolis and launched goGLOW as a mobile sunless tanning service in 2010. "Great ideas often come from solving everyday problems," Richards said. "I paid attention to what frustrated people, what wasn't working and asked myself how I could fix it. There was a clear gap in safe, high-quality sunless tanning."
The company's approach represents a significant shift in the spray tanning industry, which has traditionally focused more on cosmetic results than skin health. Richards developed 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. She also invented and patented a proprietary air-filtration system that controls airflow and solution delivery during application, protecting both clients and technicians.
"We've outsmarted the sun," Richards said. "You can get a beautiful glow without any of the damage." This philosophy extends to goGLOW's skincare line, which includes products like CLEANSE ($12), HYDRATE ($17), EXTEND ($18), and Whipped MOUSSE ($22), all formulated with ingredients chosen to actively improve skin rather than just color it.
The goGLOW experience emphasizes client education and personalized service, with trained spray specialists conducting color consultations and teaching long-term skin care. Clients can choose between Single goGLOW (left on for minimum 12 hours) or Rapid goGLOW (rinsed off in three to five hours), with both developing fully over 24 hours.
The franchise model, accessible without prior beauty experience, provides comprehensive certification training and ongoing support. Franchisees receive site selection assistance, store design guidance, grand opening PR planning, and digital marketing support through resources available at https://goglow.co. The brand's growth reflects changing consumer preferences toward safer beauty alternatives and increased awareness of sun damage risks.
For Richards, who helped develop multi-agency domestic violence service centers during her public service career, franchising represents a continuation of her mission to help people build better lives. "Our goal has never been to simply sell franchises," she explained. "We're building a movement a brand people trust and a business that helps them feel confident inside and out."
The company's success demonstrates how addressing safety gaps in established industries can create substantial business opportunities while meeting evolving consumer demands for transparency and health-conscious products.
