Forever 21 Is Launching Its Own Beauty Store, Riley Rose
Categories: Beauty News

Forever 21 Is Launching Its Own Beauty Store, Riley Rose

Move over, Sephora — there’s about to be a new beauty store in town! What’s more, it’s coming from the masterminds behind Forever 21, so you’ll likely able to stock your entire makeup cabinet without breaking the bank. Eee!

That’s right — the budget-friendly, but fabulous cosmetics (How2Girl Courtney Sixx is a fan) you normally find at your local Forever are getting their very own space. Dubbed Riley Rose, the chain will carry some of the cult classics you already know and love (Lime Crime, Stila, and Essie, just to name a few), as well as some new faves too, such as Dearpacker and K-beauty brand Nuca.

“Forever 21 is always ready to expand into new concepts, and has partnered with GGP [real estate] to open stores in 13 of its top-tier locations,” company CEO Do Wong Chang said in a statement. “These new, experiential spaces will be focused on accessories, beauty, and home goods for the millennial consumer.”

According to Esther and Linda Chang, the daughters of the Forever 21 empire (who are also spearheading the store’s development), Riley Rose will be a beauty haven for younger, technologically savvy generations who love to ferret out obscure finds online.

“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 through digital and social moments in our store,” they told Refinery29.

That means special touches, like in-store touch-screens to browse seasonal trends, or selfie stations where you can show off the in-store makeup you’ve been applying. Ooh la la!

Glendale Galleria in California will be the first to see the store, when it opens on September 30, with 10 to follow by the end of the year and two more to launch in 2018.

Are you excited to see Forever 21 branching out into beauty? Tell us over @BritandCo.

(Photo via Dimitrios Kambouris/Getty)