beauty

Forever 21 Is Making This Big Change To Its Stores

January 19, 2018 by Emily Belfiore
shefinds | beauty

Forever 21 has everything you need when it comes to fashion. In fact, the store has become our go-to place for all things trendy and stylish. Now, the brand is taking things up a notch with Riley Rose, a one-stop beauty store for millennials. The idea for the store came from Linda and Esther Chang, the daughters of Forever 21’s founders and promises shoppers a unique experience and the opportunity to “discover and play with the latest products and trends” in beauty.

 

[Photo: Forever 21]

forever 21 riley rose


“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,’” Linda Chang said at a launch event for the new store, according to Racked.com. “We’ve been fortunate to travel around the world and see a lot of products and different concepts, and we felt like the U.S. was missing some of this stuff.”

 

[Photos: Instagram]

forever 21 riley rose


Riley Rose has been described as a mix between Ulta, Urban Outfitters, and Nyx by Racked.com and has an amazing variety of beauty and skincare products and brands in its aisles. The store carries approximately 200 brands, according to Chang, with about 80 of them being beauty. She says that the products will constantly rotate in and out based on popularity to help keep customers in the know on what’s trending. “We’re going to rotate the brands based on what we see emerging, and if sales are good, we’ll keep them,” Chang says. “But it’s about the newness.”

forever 21 riley rose


Not only are these products new, but they’re also affordable, too! Prices range from $3 to $50, with most averaging between $10-$30. And, you can even get candy while you’re in there! Riley Rose stores also feature non-beauty sections, which are shelves filled with various candies and home décor items like mugs, candles and Bkr water bottles.

forever 21 riley rose


Dying to go to Riley Rose now? There are 8 stores that are open in various locations throughout the U.S. right now. But from the looks of it, you can definitely expect to see more soon!

 

For now, you can check out their website to find some incredible new beauty and skincare products! 

 

Have you been to Riley Rose? Let us know your thoughts on this amazing new beauty store in the comments below!

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