While the beauty industry is a thriving and dynamic sector, there is a growing interest in sustainable, clean beauty—and this is where goGLOW fits in. goGLOW is a sunless tanning franchise that aims to empower women while also illuminating their natural beauty. Led by founder and CEO Melanie Richards and President Tori Johnston, goGLOW brings the latest technology, clean beauty practices, and a sustainable franchise model to consumers seeking confidence-boosting services.
Melanie Richards: Led by Passion
Helping set a new standard for health-conscious beauty, goGLOW founder and CEO Melanie Richards is a visionary leader revolutionizing the sunless tanning industry.
A former probation officer turned beauty executive, Richards brings her passion for empowering women to every facet of her work. She transitioned from public service—where she specialized in supporting survivors of domestic violence—to entrepreneurship, launching goGLOW in 2010 as a mobile sunless tanning service with a mission to help women grow and glow. Applying her strong leadership and protocol instincts, she has strategically expanded goGLOW into a pioneering brand.
Today, Richards continues to innovate with her patented, state-of-the-art air-filtration sunless tanning equipment and a line of vegan, plant-based skincare products. Her commitment to excellence, customer experience, and industry education has cemented her reputation as a trailblazer, advocate, and leader in beauty.
Tori Johnston Brings Strategic Leadership to goGLOW
With over 14 years of experience as a leader in brand management and operations, Tori Johnston plays a pivotal role in scaling the brand nationally while also developing strong franchisee partnerships that foster sustainable success. At goGLOW, Johnston combines a data-driven approach with a creative vision, focusing on delivering a consistent, high-quality customer experience across all locations.
Johnston’s extensive experience has helped scale renowned brands like SoulCycle, Xponential Fitness, Myodetox, and Pvolve. Now, Johnston is dedicated to guiding goGLOW to new heights while remaining loyal to the brand’s core values of excellence, authenticity, and innovation.
About goGLOW
goGLOW is a sunless tanning franchise that is renowned for its proprietary spray techniques, patented air filtration technology, and vegan, plant-based skincare products made in the United States. The brand’s approach focuses on creating a luxurious and health-conscious tanning experience for consumers through customized goGLOW services performed by the company’s trained professionals. These services help your confidence grow while also providing the education you need to help maintain glowing skin.
Not only does goGLOW offer a plant-based skincare line that emphasizes sustainability and clean beauty, but the brand employs a unique and thoughtful labor model that promotes competitive wages for employees while lowering operating costs for franchisees. This labor model and business approach nurture customer and franchisee satisfaction, retention, and growth.
A Sustainable Future of Empowering Women
goGLOW is on a mission to inspire confidence and redefine beauty standards, and Richards and Johnston are dedicated to this mission while supporting women as both clients and franchisees. Rooted in creating opportunities for growth and success, the company is positioning itself as an influential sunless tanning brand and leader in clean beauty and franchising.
With the assistance of its leadership, who are driving goGLOW’s expansion and reinforcing its reputation for quality and innovation, the brand’s singular focus remains on your skin. The brand’s customized applications by professionals may give you an instant boost of confidence and help improve your overall skincare for the long haul.
Written in partnership with Tom White
