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Melanie Richards: The Founder Redefining Sunless Tanning as Skincare’s Next Frontier
In an industry defined by surface-level fixes and copy-paste formulas, Melanie Richards stands out for a simple reason: she didn’t enter the sunless space to build another beauty brand. She came to rebuild the category entirely.
As the Founder & CEO of goGLOW, Richards has transformed what spray tanning means in the modern beauty landscape. What began as a mobile side hustle has become a national franchise system with 22 studios open, 31 more opening in 2026, and 120 territories awarded — making goGLOW one of the fastest-growing skincare-driven service brands in the country.
And now, with goGLOW’s first California studio open in Sherman Oaks and more locations coming statewide, the brand has entered one of the most competitive beauty markets in the world with something the state rarely sees: real innovation backed by science, safety, and unmatched consistency.
A Category Rebuilt From the Inside Out
Long before most brands were rethinking sunless beauty, Richards was already doing the work: researching ingredients, reformulating outdated solutions, eliminating heavy cosmetic bronzers that clog pores, and developing protocols that put skin barrier health first.
Her philosophy has always been direct and unwavering:
“A tan should never sit on top of the skin — it should work WITH the skin.”
This became the foundation for goGLOW’s skin-first methodology:
- Hydration and barrier support come first
- The glow is the outcome
- Every product is formulated with purposeful, skin-benefiting ingredients
- The full solution line is vegan and gluten-free
- All formulas are developed, tested, and manufactured in the U.S.
- Every service follows a precise, standardized protocol
It’s what has made goGLOW the new standard in sunless beauty.
Where Safety Meets Science: A Patented Advantage
goGLOW is the only national franchise operating with a patented overspray filtration booth engineered by Richards herself.
The system protects clients and Glow Artists, optimizes solution delivery, controls airflow and particle dispersion, and aligns with safety considerations that the industry historically overlooked.
This patent isn’t a marketing accessory.
It’s a signal of category leadership and proof that goGLOW didn’t follow trends; it engineered an entirely new system from scratch.
From Law Enforcement to Luxury Beauty: A Founder Story That Matters
Before launching goGLOW, Richards worked in law enforcement, advocating for the safety and empowerment of women navigating domestic violence.
That focus on protection and care didn’t disappear when she moved into beauty — it evolved.
It shows up in:
- The brand’s strict safety and formulation standards
- An unwavering commitment to skin health
- Consistent, elevated client experiences
- Franchise compliance protocols that are uniquely rigorous
- A training system designed to empower Glow Artists nationwide
Her transition wasn’t about leaving advocacy behind.
It was about scaling it — building something that helps women feel stronger, safer, and more confident in their own skin.
A Franchise System Built for Longevity
goGLOW didn’t expand fast — it expanded intelligently.
Everything was reverse-engineered for consistency and scalability:
- Proprietary solution formulations
- A patented application booth
- Thorough Glow Artist certification
- A uniform service protocol across all markets
- A brand identity built on results, safety, and performance
Entrepreneurs gravitate toward the model because it offers something rare:
Innovation + infrastructure + long-term value.
Many beauty franchises scale on hype.
goGLOW scales on systems.
California: A Pivotal Expansion Moment
California consumers are among the most discerning in the world — ingredient-minded, results-driven, and deeply tuned into wellness-focused beauty.
goGLOW entering this market is not a debut.
It’s a declaration.
A declaration that:
- Skin health matters
- Ingredient integrity matters
- Precision-engineered sunless services matter
- And the future of the category belongs to brands built on science, not shortcuts
More California studios are already in development, signaling a major expansion wave for the brand.
The Founder Leading the Future of Glow
Those who work with Richards describe her the same way:
- Calm
- Strategic
- Innovative
- Intentional
- Relentlessly committed to excellence
She doesn’t chase trends.
She sets the direction the category inevitably follows.
Not a Moment — a Movement
goGLOW is not a tanning brand.
It’s a sunless skincare company redefining the expectations of an entire industry.
It’s a movement toward safer services.
Toward stronger skin.
Toward confidence that comes from care, not compromise.
And Melanie Richards — founder, innovator, and category architect — is leading it.
