When she founded mobile business goGLOW in 2010, Aveda Institute-trained makeup artist Melanie Richards had struck upon a golden idea: to bring spray-tanning out of the salon and directly to its customers. Five years later, she’s coming full circle with goGLOW’s first freestanding brick-and-mortar location, opening this week at 50th & France in Edina.
I had a chance to preview the new storefront, in the former Nani Nalu space, which will act as the brand’s flagship. (The company also rents a room at Sola Salon’s Woodbury and Uptown locations.) The airy, lofted space features a “living wall” of succulents by Maven Floral and a retail area featuring eco-friendly skincare products on the main level. The second floor includes four individual tan rooms and an area that can be rented out for private parties—perfect for a girls’ night out or bachelorette party.
Since being pale is my personal m.o., I invited my friend Maritza to accompany me and try goGLOW’s spray-tan service. Her olive undertones and Latin heritage made her the ideal recipient of a deeper tan—perfect for ringing out the last few weeks of summer. She worked with an associate to receive a custom-blended color, which is based on both skin tone and personal preference, and we were both mesmerized by the results—smooth, shimmery, and golden.
Tagging along for Maritza’s tanning experience opened my eyes to goGLOW’s modern approach to tanning. I had always associated tanning with a scary orange glow, but goGLOW’s results offer a natural glow and a variety of shades—you can go as dark, or as light, as you prefer. And best of all, it’s a healthy option—not only avoiding the harmful UV rays of a tanning bed, but the tanning product itself is good for your skin. It contains an eco-certified, FDA-approved, vegan, organic sugar dihydroxyacetone (DHA), which is derived from sugar beets and sugarcane. DHA is also paraben-free and sulfate-free, meaning it’s not only good for your skin, it’s also good at holding the tan.
Services cost $45, or $35 per person if you bring a friend for a “tantini party.” Each service includes a pH balancing spray, custom tanning solution, and a hydro-mist solution packed with antioxidants.
And true to its roots, goGLOW will still offer its mobile services, for which it received a “best of beauty” award from Allure magazine in 2013. Individual rates start at $65 a person, and group discounts and bridal referral discounts are available.
To celebrate opening week, the new location is offering $35 spray-tans today through Monday, August 31.
Opening Wed., Aug. 26 @ 3922 W. 50th St., Edina, 952-500-0458, goglow.co.
Take a look into the new space:
The lobby of the new goGLOW flagship
photos by Jahna Peloquin