Forever 21 Is Launching a New Beauty Boutique


Forever 21 isn’t just your one-stop shop for an affordable LBD anymore; its beauty section is also a hidden treasure trove of face masks, makeup brushes, and matte lip crayons. Now, the store is making shopping beauty even easier by opening up stand-alone boutiques called Riley Rose. The first Riley Rose store is set to open in Los Angeles on September 30. The website,, will launch in November, followed by 12 stores throughout the U.S. before the end of this year.

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Esther and Linda Chang—the daughters of Forever 21’s founders Jin Sook and Do Won Chang—are the force behind Riley Rose. They wanted to create a space tailored to Millennial and Gen Z shoppers looking for cult brands. Riley Rose will be stocked with makeup, skincare, tools, home decor, sweets, and more.

“My sister and I dreamt up our ideal one-stop shop’ where we could discover and play with new products and trends with our friends, in the most inclusive store environment,” said Linda Chang in a statement.

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From what we can tell from previews, the store appears to be imagined in a Millennial, bubblegum pink theme. Riley Rose will also feature interactive touch screens and luxe vanities (or selfie stations), and will carry brands like Stila Cosmetics and R+Co plus K-beauty favorites like Tonymoly and Too Cool For School.

The first Riley Rose boutique will open in California’s Glendale Galleria on September 30.

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