Melanie Richards, founder and CEO of goGLOW, has built a national sunless tanning franchise from a mobile service launched in 2010. With 42 locations open or in development, the brand holds an Allure Best of Beauty Award and is recognized for its skin-health-focused approach. Richards, a former probation officer specializing in domestic violence cases, developed the company after completing an esthiology program at the Aveda Institute. Her background in public service informs goGLOW's mission: empowering people with confidence.
Richards identified a gap in the tanning industry for safe, high-quality products. She developed proprietary, non-toxic sunless tanning solutions that are vegan, paraben-free, and made with 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 studios feature a sleek, all-white design. “We’ve outsmarted the sun,” Richards says. “You can get a beautiful glow without any of the damage.”
goGLOW's product line includes CLEANSE, a pH-balancing daily cleanser with hyaluronic acid; HYDRATE, an argan oil body butter; EXTEND, a gradual self-tanning moisturizer with organic coconut oil; and Whipped MOUSSE, a sunless tanning mousse with hemp seed oil. All products are made in the U.S. and designed to improve skin health. Services include a personalized color consultation, pH-balancing spray, and professional application, with options for a 12-hour or rapid three-to-five-hour development time.
The franchise model requires no prior beauty experience. goGLOW provides training, site selection support, and marketing assistance. “Our goal has never been to simply sell franchises,” Richards states. “We’re building a movement.” The brand emphasizes client education, teaching long-term skin care. Richards encourages aspiring entrepreneurs to “just go for it,” adding, “There’s never a perfect time.”
More information is available at goglow.co.
