Melanie Richards, founder and CEO of goGLOW, has taken an unconventional path from public service to beauty entrepreneurship, creating a sunless tanning franchise that now boasts 42 locations open or in development across the United States. The brand, which holds an Allure Best of Beauty Award, emphasizes skin health and empowerment through its proprietary products and services.
Richards began her career as a probation officer in Minnesota, specializing in domestic violence cases. While working full-time in law enforcement, she attended the Aveda Institute in Minneapolis, completing its Esthiology program. In 2010, she launched goGLOW as a mobile sunless tanning service, drawing on her esthetician training to address what she saw as a gap in safe, high-quality sunless tanning options.
goGLOW's proprietary sunless tanning solutions 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 delivery of spray-tan solution during application, maintaining clean air quality for both client and technician. 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.
Every goGLOW service is applied by hand by a trained spray specialist, beginning with a personalized color consultation. Clients can choose between Single goGLOW, left on for a minimum of 12 hours, or Rapid goGLOW, rinsed off in three to five hours. The brand also offers a complete skincare collection to help clients maintain their glow between appointments.
goGLOW's franchise model is designed for accessibility, requiring no prior beauty or skincare experience. Franchisees receive comprehensive certification training, site selection and lease negotiation support, store design and construction guidance, grand opening PR and social media planning, ongoing business coaching, staff training, and digital marketing and SEO support. The brand has grown through strong community engagement and social media, where clients become micro-influencers.
Richards' transition from probation officer to national franchise founder reflects her ongoing mission to empower people. 'Just go for it,' she advises aspiring entrepreneurs. 'There's never a perfect time. The world is waiting for new ideas and fresh passion.' More information about goGLOW studios and franchise opportunities can be found at goglow.co.
