Forever 21 Launches Riley Rose Beauty Retail Brand

Apparel retailer Forever 21 has launched a stand-alone beauty and lifestyle retail chain targeting the Millennial and Generation Z consumer, called Riley Rose.

The beauty retailer will run independently from its Forever 21 parent company, and was founded by Linda and Esther Chang, daughters of Forever 21 founders.

According to the company, the concept store will stock beauty and skin care tools, home décor, makeup and more. The store is said to stock both established and emerging beauty brands and will include prices from $2 to $189.

The retail concept is said to be customer-centric and blend digital with the in-store experience to cultivate community. The store features interactive touch screens, luxe vanities, neon signs and positive affirmations throughout each location to guide the customer.

The first location rolled out in Los Angeles, and will be followed by 12 stores throughout the U.S. before the end of the year. The store’s website will launch in November.

“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. Riley Rose will offer a unique shopping experience, a true lifestyle destination featuring not only sought-after beauty essentials, but home décor and accessories too,” said Linda Chang.