In the crowded landscape of beauty and wellness franchises, few stories are as compelling as the ascent of goGLOW. What started as a single mobile spray tanning truck in Minneapolis in 2010 has evolved into a nationwide franchise powerhouse with 26 locations open and an additional 25 in the process of opening. The momentum is undeniable, and the brand is only accelerating.
The brand's trajectory reads less like a conventional business plan and more like the opening chapter of an entrepreneurial fairy tale. Melanie Richards, goGLOW's founder and CEO, spent more than a decade working as a probation officer in Minnesota. The beauty industry was nowhere on her radar, but a creative itch and passion for skincare led her to launch a mobile spray tanning service on the side. One truck became four, and a small but fiercely loyal clientele grew into a movement.
Richards opened her first brick-and-mortar location at 50th & France in Edina, Minnesota, in 2015. The concept was different: bright, white-walled studios that rejected the dark, chemical-heavy aesthetic of traditional tanning salons. Everything about the experience was designed to feel clean, modern, and luxurious. A second corporate-owned location in Chicago in 2017 proved the concept could travel.
Armed with proprietary sunless tanning solutions that are vegan, paraben-free, sulfate-free, and made in the U.S., along with patented air-filtration equipment, Richards began building the infrastructure for something bigger. By 2023, goGLOW officially launched its franchise program. The results have been explosive.
As of early 2026, goGLOW has reached 26 open locations, a mix of salons already welcoming clients and more than a dozen in the final stages of opening. For context, goGLOW entered 2025 with roughly 7 operating locations. Reaching 26 in a single year is the kind of trajectory that puts a brand on the radar of every serious franchise investor.
The expansion is unfolding across high-demand markets from coast to coast, with new locations signed or opened in Charleston, South Carolina; Charlotte, North Carolina; Cincinnati and Dayton, Ohio; Milwaukee, Wisconsin; Kansas City, Kansas; Long Beach and San Diego, California; Delray Beach, Florida, among many others. Fresh locations in Mentor, Ohio; Woodbury, Minnesota; and Omaha, Nebraska shattered service records during their opening months.
The 2025 calendar was a whirlwind of ribbon cuttings. New goGLOW salons opened in Austin, Texas; Alpharetta, Georgia; Newtown Square, Pennsylvania; Westfield, New Jersey; Phoenix's Dana Park; and Sherman Oaks in Los Angeles. The Ohio debut in Mentor marked the brand's first foray into the Buckeye State with four additional locations opening in Ohio this year. In Denver, the brand secured a spot at The Orchard Town Center in Westminster and another location opening in Boulder this summer. Perhaps the most glamorous opening came in December 2025, when goGLOW celebrated its Sherman Oaks grand opening with a red carpet event featuring celebrity guests and reality television personality Brandi Glanville.
Industry observers point to several factors driving goGLOW's rapid ascent. The brand occupies a unique niche as a skincare-forward beauty destination. Every spray tan is custom-blended based on the client's skin tone, and the proprietary product line extends the relationship beyond a single appointment. The company's patented air-filtration system addresses longstanding health concerns in the spray tanning industry. From a franchisee perspective, locations typically occupy just 1,200 to 1,500 square feet, keeping real estate costs low. The brand requires no prior skincare experience, and startup costs are positioned below many traditional beauty franchise concepts.
The diversity of goGLOW's franchise partners tells its own story, including former corporate tech professionals, healthcare workers, real estate investors, and seasoned multi-brand franchise operators. With 26 locations open and a healthy pipeline of additional territories in development, goGLOW is entering its next chapter. Strategic partnerships with franchise development firms, including franchise.org, have helped attract high-caliber operators. The brand's Allure Best of Beauty Award recognition and its more than 5,000 five-star reviews on Google provide social proof that resonates with consumers and franchise partners.
For the beauty and wellness franchise industry, goGLOW's rise is a signal that the next great franchise brands may come from entrepreneurs who see a gap in the market and have the tenacity to fill it, one flawless, sun-kissed glow at a time.
