Meet Melanie Richards | Visionary Founder of goGLOW

Melanie Richards, a former probation officer turned beauty executive, is the visionary founder of goGLOW and a trailblazer in skincare. Combining her passion for empowerment and operational excellence, she has revolutionized the sunless tanning industry with patented technology and non-toxic, vegan skincare products made in the U.S. Under her leadership, goGLOW has become a leader in sunless tanning and skincare, delivering transformative client experiences and empowering entrepreneurs through innovative franchise opportunities.

Takeaways:

• From Side Hustle to Franchise: Melanie started goGLOW as a mobile service while working full-time, and rapidly expanded into a nationwide franchise after demand skyrocketed.
• Unique Product Innovation: She developed proprietary formulas and patented sunless tanning technology, setting goGLOW apart with quality, consistency, and exclusive products.
• Franchising for Empowerment: Melanie chose franchising to empower entrepreneurs, focusing on building partnerships and ensuring franchisees’ success with support and resources.
• Empowering Women: She takes pride in helping others gain confidence and independence through business ownership, fulfilling goGLOW’s mission to change lives.
• The Future of Tanning: Melanie sees customization as the future of sunless tanning, offering tailored, skincare-infused solutions that enhance skin health.
• Advice for Entrepreneurs: Melanie’s advice: Just go for it. Taking risks and putting in the work can lead to something extraordinary.

Melanie Richards founder of goGLOW

“The only difference between the people who succeed and the people who don’t? One of them just goes for it.” – Melanie Richards

Can you start by introducing yourself and telling us, in your words, about your inspiring story?

As a former probation officer turned beauty executive, I am the visionary founder of goGLOW and a trailblazer in skincare. Driven by my passion for empowerment and operational excellence, I’ve revolutionized the sunless tanning industry with patented technology and non-toxic, vegan skincare products made in the U.S. Under my leadership, goGLOW has become a leader in sunless tanning and skincare, delivering transformative client experiences and empowering entrepreneurs through innovative franchise opportunities

We’d love to learn more about how you got to where you are today.
I started goGLOW 15 years ago in Minneapolis, MN. After leaving my career as a probation officer, I enrolled at the Aveda Institute, exploring a new direction. Around that time, I took a celebratory trip to Mexico with a friend, and before I left, I got an airbrush spray tan that completely changed my life. It took 90 minutes, cost $150, but the results were incredible. I felt so confident that I knew there was something special there.

I bought the equipment and started spray tanning friends as a mobile business. It grew quickly—so quickly that I opened a salon suite, and before I knew it, we launched our flagship location in Edina, MN. The flagship goGLOW location became the first permanent space dedicated to delivering our unique, customized sunless tanning experience. It set the standard for our brand—an elevated, client-focused environment where personalized service, proprietary techniques, and premium skincare products came together. This location became the foundation for our growth, inspiring the expansion into new markets like Chicago and paving the way for nationwide franchising. We now have 10 locations open and over 25 stores in development, and nearly 90 franchise units awarded. 

What made you decide to go into business for yourself?

Freedom. Impact. Scale. I wanted to create something that I could shape on my own terms. I saw a gap in the beauty industry—spray tanning needed to be redefined with a focus on skin health, innovation, and results. I also knew I wanted to empower other women to build something for themselves, and franchising gave me the ability to do both.

How did you market your business when it was brand new?

Hustle and word-of-mouth. I said yes to everything—events, collaborations, partnerships and raving fans. Our customers loved their goGLOW and became our biggest advocates. I focused on education and showing people why goGLOW was different. My clients became my best marketers because when they saw their skin glowing without the orange tones or streaks, they told everyone.

What is a typical day like for you?

There’s no such thing! Some days I’m deep in strategy meetings, other days I’m traveling to support franchisees. But no matter what, I always make time for my non-negotiables—checking in with my team, keeping a pulse on the business, and making sure we’re innovating. Also, coffee. Lots of coffee.

What are the three most important habits to be a successful entrepreneur?

1. Long-term thinking. Don’t just build for today—build for where you want to be five years from now. That’s why I patented my tanning formula—I knew it would define the future of healthy spray tanning.
2. Resilience. Things will go wrong. You have to be able to pivot, adapt, and keep going.
3. Obsessive customer focus. The customer experience has to be flawless—from the service to the product to the branding.

If you had one piece of advice for someone just starting out, what would it be?

Don’t wait for perfection. Start. Adjust as you go. You’ll never have it all figured out, but action creates momentum.

Absolutely. We partner with local businesses, employ and empower women, and give back through mentorship. Plus, we’re bringing healthier, non-toxic beauty alternatives to communities that deserve better options.

Every entrepreneur has a goal and problem they’re trying to solve. What was the inspiration that started your journey?

I wanted to create a sunless tanning experience that didn’t compromise skin health or leave people looking unnatural. But even bigger than that, I wanted to build a business that could change lives—whether it was through boosting confidence in clients or giving women the tools to build their own businesses through franchising.

How do you prioritize self-care and well-being while managing the demands of your business?

I used to think hustle, hustle, hustle—until I realized I can’t pour from an empty cup. Now, I prioritize movement, skincare (of course!), and time with my family. I also make space for things that refuel me, whether it’s a morning walk or a good book.

What would you consider your biggest accomplishment and why?

Scaling goGLOW into a national brand and proving that you can innovate in an industry that people thought was maxed out. Also, seeing my franchisees succeed—it’s not just my business growing, it’s theirs too. That’s what keeps me going.

We all face challenges. Looking back, what have been some of the biggest challenges and obstacles you’ve had to navigate?

Growing fast and learning how to scale properly. There’s a huge difference between running a business and running a company. I had to transition from doing everything to building a team, creating systems, and learning to lead at a higher level.

What challenges have you faced in the workplace, especially your experience in male-dominated environments?

Being underestimated. The beauty industry may be for women, but a lot of the big players behind the scenes are men. I’ve had to walk into rooms and prove that I know my business inside and out. But honestly, I love it. Nothing fuels me more than showing up, owning my expertise, and delivering results that speak for themselves.

Can you share some of the most important lessons you’ve learned from your successes and failures in business?

• Trust your gut. Every time I’ve gone against my intuition, I’ve regretted it.
• You can’t do it all alone. Build a strong team and empower them.
• Growth comes from discomfort. If you’re too comfortable, you’re not pushing hard enough.

What initiatives or actions do you believe are crucial for fostering a more supportive and inclusive business environment for women?

Mentorship, funding opportunities, and visibility. Women need to see other women winning to believe it’s possible for them too. That’s why I’m so passionate about franchising—it creates a pathway for women to step into ownership.

What advice would you give to a new business owner? Or to your younger self?

To my younger self: Buckle up, because this is going to be wilder than you ever imagined. But also—trust yourself more. You’re capable of more than you think.

How do you set your business apart from others in your industry?

We stopped thinking like a tanning brand and started acting like a skincare brand. You can’t get our formulas or results anywhere else. Our focus is on customization, skin health, and experience, and that’s why we’ve built such a loyal following.

What are the three most important habits to be a successful high performer or leader?

1. Decisiveness. You can’t hesitate. Make the call, adjust as needed.
2. Vision. Leaders don’t just react—they see where things are headed and position themselves ahead of the curve.
3. People-first mentality. A great leader builds other leaders.

What social media platform is the best for business growth and why?

Instagram and TikTok—beauty is visual, and these platforms let us showcase transformations, educate, and build community all in one place.

What are three websites or podcasts you can’t imagine your day without? Why those three?

1. The Glossy Podcast – I love staying on top of beauty industry trends.
2. How I Built This – Nothing is more inspiring than hearing how other founders figured things out.
3. Founders Podcast – The episode about  Estée Lauder is my favorite! 

Which female leader do you admire, and why?

Sara Blakely. She built Spanx from nothing, stayed true to her vision, and disrupted an entire industry. Plus, she keeps it real, which I love.

Do you have a favorite quote or motto that inspires you?

“You didn’t come this far to only come this far.”

Want more inspiring interviews?

We love spotlighting amazing women! Check out these interviews (plus so many more) on She Owns It.

Meet entrepreneur Mavis Amankwah BEM, or read a Q&A with Amanda Golka of Swell Entertainment. Discover disaster preparedness Expert Cheryl Nelson, Katie Rawsthorne the Creative Force behind Picnic Blanket Jewellery and Eliza McCathie founder of The Wedding Storybook.

All of these and more are part of our interview series spotlighting successful women in business.