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In a world where beauty trends come and go with the seasons, few brands manage to carve out lasting relevance especially in a category as crowded as tanning. Enter goGLOW, the sunless tanning and skincare brand that has quickly become a favorite among beauty editors, influencers, and celebrities alike. With a philosophy centered on skin health and confidence first, the brand's signature line says it best: "It's not a Spray Tan. It's a goGLOW."
goGLOW has been popping up on red carpets and awards season prep lists with increasing frequency, thanks in part to its innovative approach and a loyal community of high profile fans. From Real Housewives mainstay Brandi Glanville and reality star Hazel-E to Jenn Harley and model entrepreneur Kristen Taekman, celebrities are embracing the brand's signature radiant, natural-looking bronze.
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At the heart of the brand is founder and CEO Melanie Richards, whose journey into beauty entrepreneurship was anything but linear and deeply purposeful. Richards spent more than a decade working as a probation officer, advocating for victims of domestic violence before shifting her focus to esthetics and sunless tanning. Driven by the belief that beauty should empower rather than conceal, she launched goGLOW in 2010 as a mobile service built around education, customization and skin health — not quick fixes.
That philosophy set goGLOW apart early on. Richards didn't just want to sell tans; she wanted to redefine how a sunless tan should feel. As she's often said, "Success isn't about timing or luck. It's about deciding you're in it for the long game and acting like it every day."
That mindset has guided goGLOW from a grassroots idea into a national franchise, with 22 locations currently open across the U.S. and 25 more slated for 2026, making it the fastest-growing beauty franchises in the sunless category.
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But goGLOW's influence extends far beyond its studios. The brand's retail line brings the professional experience home, with skincare infused formulas made using vegan and gluten-free ingredients designed to support the skin while delivering a celebratory glow.
One of the most buzzed about launches is goGLOW Whipped MOUSSE™, a luxurious at-home self-tanning mousse created to deliver a smooth, even, natural-looking bronze without the guesswork. Its whipped, weightless texture feels indulgent yet effortless — ideal for maintaining a glow between studio visits or creating a polished look on your own schedule. It's a beauty ritual that feels runway ready any day of the week.
Complementing the mousse is the newly released SET IT™ Powder Kit, a finishing step designed to set and refine the tan. This ultra-fine powder enhances the overall look while helping minimize transfer and boost comfort immediately after application, delivering a polished, camera-ready finish perfect for awards season, press appearances, or anytime you want to look effortlessly luminous.
Together, these products and goGLOW's broader collection of skincare driven sunless solutions capture the brand's commitment to results that feel as thoughtful as they look. Fans frequently note how refreshing it is to find sunless tanning products that prioritize wearability, skin harmony, and subtlety over streaks, overly bronze tones, or harsh odors.
That intentional design, paired with Richards' leadership and emphasis on education, has made goGLOW a go-to for celebrities seeking quick, healthy-looking bronzes ahead of major moments. Rather than chasing extremes, goGLOW devotees seek a glow that looks like you, just brighter. The result is a subtle yet unmistakable confidence boost.
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In an industry long associated with excess, goGLOW's rise signals a shift toward beauty that feels smart as much as it looks spectacular. With a rapidly expanding franchise footprint and products becoming staples in beauty routines coast to coast, goGLOW is proving that a thoughtful glow and the confidence that comes with it, has universal appeal.