Luxury Spray-Tan Brand goGLOW Expands to California with Sherman Oaks Studio Opening
goGLOW's expansion into California with its first Sherman Oaks studio represents the growing consumer shift toward health-conscious beauty alternatives and signals the brand's strategic entry into the influential Los Angeles market.
The luxury spray-tanning brand goGLOW has opened its first California location in Sherman Oaks, positioning itself to capture the holiday beauty market with its skin-first approach to sunless tanning. The timing aligns with increased demand for beauty services during the Thanksgiving, Christmas, and end-of-year celebration season, as consumers increasingly seek alternatives to traditional tanning beds and self-tanners.
The Sherman Oaks studio features trained Glow Artists who create custom airbrush tans using clean, skin-hydrating formulas specifically blended to match individual skin tones. The brand emphasizes natural, bronzed finishes without the streaks, odor, or orange undertones commonly associated with traditional spray tanning. Founder and CEO Melanie Richards stated, "California deserves a glow that's as healthy as it is beautiful. Los Angeles sets the tone for beauty trends, and we're excited to offer an experience that blends skincare and confidence — without the sun damage."
The company will host a Grand Opening Celebration on Friday, December 5, from 12 p.m. to 3 p.m., featuring live demonstrations, giveaways, and the debut of its new "Glow Bar" concept that combines luxury skincare and beauty services. Founder Melanie Richards and President Tori Johnston will attend the event, where guests can learn about holiday gift card options and seasonal membership programs. More information about the Sherman Oaks location is available at https://www.goglow.co/sherman-oaks.
goGLOW's expansion into the Los Angeles market reflects broader trends in the beauty industry toward wellness-driven, eco-conscious services. The brand's formulas are vegan, paraben-free, and infused with antioxidants and botanicals, aligning with growing consumer demand for clean beauty products. The Sherman Oaks opening represents the first of several planned California studios in the Los Angeles area, indicating the brand's strategic focus on capturing market share in one of the world's most influential beauty markets.
The company's entry into California comes as goGLOW continues its national expansion, with 66 franchise units in development and 10 locations currently open nationwide. The brand has built a loyal following through its proprietary formulations, patented air-filtration equipment, and eco-friendly approach, positioning itself as a disruptor in the sunless tanning industry. The Sherman Oaks studio adds to the growing movement of health-conscious beauty spaces in Los Angeles, offering consumers an elevated beauty ritual that prioritizes skin health alongside aesthetic results.