Forever 21’s Riley Rose Beauty Store is One of a Kind

Author: Zenna Wilberg
10.04 / Beauty

Thanks to the daughters of Forever 21's founders, there's a new beauty store marketed specifically to millennials, dubbed Riley Rose.

The first location just opened in LA, and an online store is coming in November. Linda and Esther Chang were inspired to fill a very specific niche with the creation of Riley Rose, saying, "We felt there was a hole in the market for a beauty and lifestyle brand that really catered to our generation, the Millennials as well as Gen Z, so we felt like, ‘Hey, let’s do it.' We’ve been fortunate to travel around the world and see a lot of products and different concepts, and we felt like the US was missing some of this stuff."

Riley Rose carries multiple brands, which will circulate in and out based on popularity. There's a significant K-beauty section, as well as brands like Stila and Lime Crime. But besides just beauty products, the store will also carry candy, homewares, stationary, and small accessories.

Check out some of the first images of the innovative new store below!

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