The beauty franchise goGLOW has achieved significant national expansion, growing from a single mobile operation to 26 open locations with an additional 25 stores in various stages of opening. This rapid growth represents a notable shift in the beauty and wellness franchise landscape, demonstrating how innovative concepts can scale quickly when they address specific market needs.
Founded by former probation officer Melanie Richards, goGLOW began as a mobile spray tanning service in Minneapolis in 2010 before opening its first brick-and-mortar location in Edina, Minnesota in 2015. The brand distinguishes itself through bright, modern studios that contrast with traditional tanning salons, offering custom-blended spray tans based on individual skin tones and preferences. The company's proprietary sunless tanning solutions are vegan, paraben-free, sulfate-free, and manufactured in the United States.
The franchise's expansion accelerated dramatically in 2025, growing from approximately 7 locations to 26 by early 2026. New locations have opened across diverse markets including Charleston, South Carolina; Charlotte, North Carolina; Cincinnati and Dayton, Ohio; Milwaukee, Wisconsin; Kansas City, Kansas; Long Beach and San Diego, California; and Delray Beach, Florida. Additional openings occurred in Austin, Texas; Alpharetta, Georgia; Newtown Square, Pennsylvania; Westfield, New Jersey; Phoenix's Dana Park; and Sherman Oaks in Los Angeles' San Fernando Valley.
Several factors contribute to goGLOW's rapid growth. The brand occupies a unique niche as a skincare-forward beauty destination rather than a traditional tanning salon. Its patented air-filtration system, developed by Richards, addresses health concerns in the spray tanning industry and provides technological differentiation. The franchise model emphasizes accessibility with locations typically occupying 1,200 to 1,500 square feet, keeping real estate costs manageable. Startup costs are positioned below many traditional beauty franchise concepts, and the company requires no prior skincare experience from franchise partners, offering comprehensive certification training instead.
The franchise's ownership base includes former corporate tech professionals, healthcare workers, real estate investors, and experienced multi-brand franchise operators. This diversity suggests broad appeal for the business model. Multi-unit ownership is encouraged, with several early franchisees already developing second locations.
Market conditions favor goGLOW's expansion, with growing consumer awareness of UV tanning risks and sustained demand for clean beauty experiences. The brand has received industry recognition including an Allure Best of Beauty Award and has accumulated more than 5,000 five-star reviews, providing social proof that resonates with consumers and prospective franchise partners.
Strategic partnerships with franchise development firms have helped accelerate expansion, and the company has assembled a leadership team with deep franchise industry experience. Additional information about the franchise opportunity is available at https://www.goglow.com/franchise. The brand's continued growth suggests it may represent a new model for franchise development in the beauty sector, demonstrating how entrepreneurial vision combined with operational discipline can create rapid national expansion.
