Melanie Richards, founder and CEO of goGLOW®, has transformed the sunless tanning industry by combining her background in public service with esthetics expertise. Before launching goGLOW in 2010, Richards worked as a probation officer in Minnesota, specializing in domestic violence cases and helping develop multi-agency service centers that have been replicated nationwide. While maintaining her law enforcement career, she attended the Aveda Institute and completed its Esthiology program, eventually launching a mobile sunless tanning service that has grown into a national franchise with 42 locations open or in development.
Richards identified a gap in the market for safe, high-quality sunless tanning. She developed proprietary formulas 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 an air-filtration system that controls airflow during application, protecting both clients and technicians. The brand's product 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. Each product is designed to improve skin health, not just color it.
goGLOW's services are applied by hand by trained specialists, beginning with a personalized color consultation. Clients choose between Single goGLOW, left on for a minimum of 12 hours, or Rapid goGLOW, rinsed off in three to five hours. Both develop fully over 24 hours. The brand emphasizes client education, teaching long-term skin care. Its studios feature all-white environments that distinguish it from competitors.
The franchise model is designed for accessibility, requiring no prior beauty experience. goGLOW provides comprehensive training, site selection support, store design guidance, grand opening PR, digital marketing, and ongoing coaching. The brand has grown through strong community engagement and social media, where clients become micro-influencers. Richards views franchising as a continuation of her mission to empower people, offering both a transformative client experience and a business opportunity for entrepreneurs.
goGLOW holds an Allure Best of Beauty Award and has been recognized as offering the best spray tan from New York to Los Angeles. Richards advises aspiring entrepreneurs to "just go for it," emphasizing that there is never a perfect time. More information is available at goglow.co.
