Forever 21 Is Opening A Beauty Store Filled With Our Favorite Brands

September 24, 2017  |  

After dominating the fast fashion scene for over a decade, Forever 21 is switching up their clothing and accessories expertise and venturing into beauty.

According to Refinery29, the company is launching a beauty boutique called Riley Rose. Similar to Forever 21’s reputation of offering the latest fashion trends and crazes in one sprawling store, Riley Rose will deliver hair, beauty and makeup products to customers by using digitally-focused features. Basically, all the cool brands and products you seen on your social media timelines will be in one store. Think cult brands like Lime Crime, Lemonhead L.A., Lipland, as well as a few Korean beauty brands that are making waves in the U.S., like B.By Banila, Dearpacker, and Nuca. In addition to those more niche brands, Riley Rose will offer mainstream classics like Essie and
Stila.

Don't worry, we've got your glitter & glow covered ✨💕💁 @stilacosmetics

A post shared by @rileyrose on

Esther and Linda Chang, daughters of Forever 21’s founders Don and Jin Sook Chang, shared more details on their latest venture with Refinery29, sharing that the boutique will be geared towards millennial and Gen-Z shoppers, with in-store entertainment that encourages social media engagement.

“We know our customer can open her phone and research anything she sees in our store within seconds, and we embrace this reality by empowering her to explore our offerings through digital and social moments throughout the store,” Linda explained.

The first Riley Rose store is slated for a Sept. 30 opening at the Glendale Galleria in California. CNBC reported that Forever 21 is set to open 10 stores total by the end of this year, with more still coming in 2018. 

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