Melanie Richards, founder and CEO of goGLOW, transitioned from a career as a probation officer specializing in domestic violence cases to building a national sunless tanning and skincare franchise with 42 locations open or in development. Her background in public service directly informs the company's mission of empowering people with confidence and illuminating natural beauty.
While working full-time in law enforcement, Richards attended the Aveda Institute in Minneapolis and completed its Esthiology program. In 2010, she launched goGLOW as a mobile sunless tanning service, recognizing a gap in safe, high-quality sunless tanning options. 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.
Richards developed a new approach to sunless tanning built on high-quality ingredients and precision application. She created goGLOW's proprietary sunless tanning solutions: non-toxic, vegan, paraben-free, sulfate-free, 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 the delivery of spray-tan solution during application, protecting both clients and technicians.
Every product in the goGLOW skincare line is paraben-free, sulfate-free, vegan, and gluten-free, with all products made in the United States. The line includes CLEANSE ($12), a pH-balancing daily cleanser; HYDRATE ($17), an argan oil body butter; EXTEND ($18), a gradual self-tanning moisturizer; and Whipped MOUSSE ($22), a sunless tanning whipped mousse. Each product incorporates ingredients chosen to actively improve skin health beyond just providing color.
The goGLOW experience includes personalized color consultations and services applied by trained spray specialists. Clients can choose between Single goGLOW, left on for a minimum of 12 hours, or Rapid goGLOW, rinsed off in three to five hours, with both developing fully over 24 hours. Client education is central to the experience, teaching long-term skin care alongside delivering professional tanning services.
The franchise model requires no prior beauty or skincare experience, with goGLOW providing comprehensive certification training covering everything needed to deliver the goGLOW standard. Franchisees receive support with site selection, lease negotiation, store design, construction guidance, grand opening PR, social media planning, ongoing business coaching, staff training programs, and digital marketing support. More information about the brand and its offerings can be found at https://goglow.co.
Richards views franchising as a continuation of her public service mission, helping people build the lives they want through both transformative client experiences and entrepreneurial opportunities. Our goal has never been to simply sell franchises, Richards said. We're building a movement a brand people trust and a business that helps them feel confident inside and out. The brand has received industry recognition including an Allure Best of Beauty Award and recognition as offering the best spray tan from New York to Los Angeles.
