LOS ANGELES, CA, March 16, 2026 /24-7PressRelease/ -- Before Melanie Richards became the Founder and CEO of goGLOW®, she was a Probation Officer in Minnesota specializing in domestic violence and the criminal justice system's response to victims. Day after day, she advocated for women who had lost their spark, their sense of self, and their hope for a life free from violence. She helped them rebuild the lives they deserved.

Today, goGLOW is a national sunless tanning and skincare franchise with 42 locations open or in development across the country. The brand holds an Allure Best of Beauty Award and has been recognized as offering the best spray tan from New York to Los Angeles. Yet its mission remains unchanged from the beginning: empowering people with confidence and illuminating their natural beauty.



From Public Service to goGLOW

Melanie Richards was raised by a tenacious single mother who taught her the importance of hustle, passion, and never settling. After graduating from the University of Minnesota, she entered public service, spending several years as a probation officer specializing in domestic violence cases. During that time, she helped develop multi-agency domestic violence service centers an initiative that has since been replicated nationwide.

While maintaining her full-time career in law enforcement, Melanie attended the Aveda Institute in Minneapolis and completed its Esthiology program. In 2010, drawing on her training as an esthetician and her passion for helping women feel confident in their own skin, she launched goGLOW as a mobile sunless tanning service.

She spent her days working in public service and her nights building a dream: helping women grow and glow.

"Great ideas often come from solving everyday problems. I paid attention to what frustrated people, what wasn't working and asked myself how I could fix it. There was a clear gap in safe, high-quality sunless tanning."
— Melanie Richards, Founder & CEO, goGLOW



Rewriting the Rules of Sunless Tanning

Melanie quickly recognized that the spray tanning industry needed a better solution one that prioritized skin health and client safety.

After extensive research into both products and equipment, she developed a new approach to sunless tanning built on high-quality ingredients and precision application. The result was a completely natural-looking glow designed not only to color the skin but to support skin health.

She developed goGLOW's proprietary sunless tanning solutions: non-toxic, vegan, paraben-free, sulfate-free, cruelty-free formulas made in the United States using eco-certified DHA.

Melanie also invented and patented a proprietary air-filtration system that controls airflow and the delivery of spray-tan solution during application. The technology helps maintain clean air quality while protecting both the client and the technician.

Alongside the development of proprietary products and equipment, she applied her aesthetic vision to build a brand that is sleek, modern, unisex, and timeless with signature all-white studio environments that stand apart from anything else in the tanning industry.

"We've outsmarted the sun," she says. "You can get a beautiful glow without any of the damage."



What's Actually in goGLOW

Every product in the goGLOW skincare line is paraben-free, sulfate-free, vegan, and gluten-free. All products are made in the United States using ingredients chosen to actively improve the skin not just color it.

CLEANSE ($12) — The pH-Balancing Daily Cleanser

A soap-free daily cleanser featuring hyaluronic acid to lock in moisture and create fullness, organic ginkgo biloba to address visible signs of aging, organic meadowsweet extract to soothe and tone, and organic calendula extract to brighten and reenergize skin. Safe and recommended before goGLOW services or before applying any sunless tanning products.

HYDRATE ($17) — The Argan Oil Body Butter

A deeply hydrating body butter infused with argan oil that absorbs quickly without leaving a greasy residue. Omega-6 fatty acids support cell renewal while moisturizing the skin. Organic rosehip oil helps fight free radicals, while vitamin A improves tone, texture, and pigmentation. Safe for the face and ideal for use before goGLOW services or self-tanning products.

EXTEND ($18) — The Gradual Self-Tanning Moisturizer

Made with organic coconut oil, EXTEND restores dry or dull skin while gradually building a natural, buildable glow. Banana fruit extract and caffeine provide antioxidants, stimulate collagen, and help skin appear tighter and smoother. Kakadu plum delivers one of nature's richest sources of vitamin C for radiant skin.

Whipped MOUSSE ($22) — The Sunless Tanning Whipped Mousse

An ultra-light whipped mousse formulated with hemp seed oil, rich in omega-3 and omega-6 fatty acids, to deeply moisturize without clogging pores. Suitable for all skin types, including sensitive or acne-prone skin. Apple stem cells help rejuvenate and protect skin from environmental stressors, while vitamins C and E support collagen production, strengthen the skin barrier, and enhance firmness and elasticity.



The goGLOW Experience

goGLOW's singular focus is skin with or without a spray tan.

Every goGLOW service is applied by hand by a trained spray specialist who begins with a personalized color consultation. The service includes a pH-balancing spray, the professional sunless application, and a finishing moisture-locking spray.

Clients can choose between two options:

• Single goGLOW — left on for a minimum of 12 hours
• Rapid goGLOW — rinsed off in three to five hours

Both develop fully over the next 24 hours.

Client education is central to the goGLOW experience. Every visit is designed not only to deliver a beautiful tan, but to teach clients how to care for their skin long-term.

The proprietary skincare line; CLEANSE, HYDRATE, EXTEND, Whipped MOUSSE, and the complete goGLOW Collection extends that care into the home, helping clients maintain their glow between appointments.

"Our goal has never been to simply sell franchises. We're building a movement a brand people trust and a business that helps them feel confident inside and out."
— Melanie Richards, Founder & CEO, goGLOW



Building a Franchise Movement

goGLOW now has 42 locations open or in development across the country, with new studios continuing to launch in markets nationwide.

The brand has become a standout in the spray tanning industry, beloved by clients who experience its services, products, and elevated studio environment. No company has approached sunless tanning with the same precision and skincare focus that goGLOW brings to the category.

The franchise model is intentionally designed for accessibility. No prior beauty or skincare experience is required. goGLOW provides comprehensive certification training for franchise owners and their teams, covering everything needed to deliver the goGLOW standard.

Franchisees benefit from:

• Site selection and lease negotiation support
• Complete store design and construction guidance
• Grand opening PR and social media planning
• Ongoing business coaching
• Staff training programs
• Digital marketing and SEO support

The leadership team works closely with franchise owners to build efficient, high-performing studios with systems designed to protect and support franchisees as the brand's most valuable partners.



Empowering People Through the Brand

goGLOW is built on empowerment and confidence. The brand has grown rapidly through strong community engagement and social media, where clients naturally become micro-influencers who share their goGLOW experience.

That passion for the brand fuels its expansion because goGLOW delivers something fundamentally different from traditional tanning.

For Melanie Richards, franchising is a continuation of the mission she carried throughout her career in public service: helping people build the lives they want.

Through goGLOW, she provides both a transformative client experience and a pathway for entrepreneurs to build something meaningful of their own.



Just Go For It

When asked what advice she would give someone considering taking the leap into entrepreneurship, Melanie Richards doesn't hesitate:

"Just go for it. There's never a perfect time. The world is waiting for new ideas and fresh passion. Believe in yourself, take that leap, and create something that excites you. You won't regret it."

From probation officer to esthetician to founder and CEO of a national franchise, Melanie Richards built goGLOW from a mobile service in 2010 into a brand redefining what sunless tanning can be: a professional, skin-first experience that nourishes as much as it glows.

"It's not a spray tan. It's a goGLOW."

Find a goGLOW® studio near you or explore franchise opportunities at goglow.co.
@_goglow

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