goGLOW, a spray tanning franchise founded by former probation officer Melanie Richards, has experienced explosive growth, expanding from a single mobile truck in Minneapolis in 2010 to 26 open locations nationwide, with an additional 25 stores in the process of opening. The brand's trajectory highlights how product innovation and operational discipline can disrupt the beauty and wellness franchise industry.
Richards, who spent over a decade as a probation officer in Minnesota, launched a mobile spray tanning service as a side hustle. One truck became four, and in 2015, she opened her first brick-and-mortar location at 50th & France in Edina, Minnesota. The concept stood out with bright, white-walled studios that rejected the dark, chemical-heavy aesthetic of traditional tanning salons. A second corporate-owned location in Chicago in 2017 proved the concept could travel, and goGLOW Maple Grove, Minnesota, opened in January 2020.
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 franchising. In 2023, goGLOW officially launched its franchise program, and the results have been explosive. As of early 2026, the brand 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 a trajectory that puts the brand on the radar of serious franchise investors. 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; as well as 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, Colorado this summer. The Sherman Oaks grand opening in December 2025 featured a red carpet event with celebrity guests and a meet-and-greet with 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 rather than a traditional tanning salon. 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 patented air-filtration system addresses health concerns in the spray tanning industry and provides a technological advantage.
From a franchisee perspective, the model is built for accessibility. Locations typically occupy 1,200 to 1,500 square feet, keeping real estate costs low. The brand requires no prior skincare experience, offering comprehensive certification training instead. Startup costs are positioned below many traditional beauty franchise concepts, and the small footprint allows franchisees to be operational in as little as three to four months. Multi-unit ownership is encouraged, and several early franchisees have already begun developing second locations.
With 26 locations open or on the verge of opening and a healthy pipeline of additional territories in development, goGLOW is entering its next chapter with serious scale on the horizon. The brand has assembled a leadership team with deep franchise industry experience and strategic partnerships with franchise development firms. Broader market tailwinds are favorable, with growing consumer awareness of the health risks associated with UV tanning and sustained demand for clean beauty experiences. The brand's Allure Best of Beauty Award recognition and more than 5,000 five-star reviews provide social proof that resonates with consumers and prospective franchise partners.
