Melanie Richards transitioned from a career as a probation officer specializing in domestic violence cases to founding goGLOW, now a national sunless tanning and skincare franchise with 42 locations open or in development. The brand, which holds an Allure Best of Beauty Award, maintains its original mission of empowering people with confidence by illuminating natural beauty through professional services and skincare products.
While working full-time in law enforcement, Richards completed the Aveda Institute's Esthiology program in Minneapolis and launched goGLOW as a mobile sunless tanning service in 2010. She identified a gap in safe, high-quality sunless tanning options and developed a new approach prioritizing skin health and client safety. After extensive research, she created 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.
Richards also invented and patented a proprietary air-filtration system that controls airflow and solution delivery during application, maintaining clean air quality while protecting clients and technicians. The brand's signature all-white studio environments distinguish it from traditional tanning establishments, reflecting a sleek, modern, and unisex aesthetic vision. "We've outsmarted the sun," Richards stated. "You can get a beautiful glow without any of the damage."
The goGLOW skincare 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. All products are paraben-free, sulfate-free, vegan, and gluten-free, made in the United States with ingredients chosen to improve skin health beyond coloring. The complete goGLOW Collection helps clients maintain their glow between professional appointments.
Every goGLOW service involves a personalized color consultation and hand application by a trained spray specialist, including a pH-balancing spray, professional sunless application, and finishing moisture-locking spray. Clients choose between Single goGLOW, left on for at least 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 a tan.
The franchise model is designed for accessibility, requiring no prior beauty or skincare experience. goGLOW provides comprehensive certification training covering everything needed to deliver the brand standard. Franchisees receive support in site selection, lease negotiation, store design, construction, grand opening PR, social media planning, ongoing business coaching, staff training, and digital marketing including SEO support. The leadership team works closely with franchise owners to build efficient, high-performing studios.
Richards views franchising as a continuation of her public service mission, helping entrepreneurs build meaningful businesses while providing transformative client experiences. The brand has grown through strong community engagement and social media, where clients often become micro-influencers sharing their experiences. This passion fuels expansion as goGLOW offers something fundamentally different from traditional tanning: a professional, skin-first experience that nourishes as much as it glows. Explore franchise opportunities at https://goglow.co.
