Local Tanning Business Goes National
GoGLOW, a spray tanning company that started as a mobile truck, has expanded to 51 locations nationwide. The company credits its rapid growth to its convenient service model, which successfully transitioned from mobile-only to a mix of truck and brick-and-mortar stores.
GoGLOW's founder, Melanie Richards, has a background as a probation officer and domestic violence advocate. She started the company in 2010 in Minneapolis as a mobile-only service while still working full-time. This experience in public service, focused on empowering women, shaped the brand's DNA of promoting confidence and safety. The company's expansion is fueled by a franchise model launched in 2023, which has already awarded over 100 territories. Franchisees, who come from diverse professional backgrounds like tech and healthcare, invest between $255,050 and $485,800 to open a location. The model offers a recurring revenue stream through memberships and strong average unit sales of around $670,000. GoGLOW differentiates itself by positioning its service as a skincare treatment rather than just a cosmetic tan. The company uses proprietary, vegan, and cruelty-free products and patented air-filtration technology, which has helped it win an "Allure Best of Beauty" award. This focus on health and premium ingredients aligns with the growing consumer preference for wellness-oriented beauty products. The broader sunless tanning market is experiencing significant growth, driven by increased awareness of the risks associated with UV exposure. The global market was valued at over $1.7 billion in 2024 and is projected to exceed $2.3 billion by 2031. This trend provides a strong tailwind for companies like goGLOW that offer safer tanning alternatives.
