Unless you’ve been living under a rock, every fashion store has a beauty section located conveniently near the checkout. For years, Forever 21 has been the usual go-to for all our clothing needs and now they’re making their own stand-alone beauty stop.
The daughters of Forever 21’s founding team, Linda and Esther Chang, have branched onto the family business! Their newest venture, Riley Rose, was inspired by concepts and brands they had encountered while traveling overseas and wanted to present them in a cool way to the U.S. consumer.
The Chang sisters were looking for a “lifestyle brand that incorporates not just beauty, but home decor and office… done in a very trendy and Instagram-worthy way.” It shows through the company’s branding which is equally cohesive in its pinkness. The brick and mortar, located at the Glendale Galleria, is brightly lit and revolves around “millennial pink.” It’s Instagram bait due to the neon signs, marble, mid century-inspired furnishings and subway tiled walls.
The products are cool, under the radar, Korean brands along with bigger named brands like Stila, Lime Crime, Lemonhead LA, and Essie. There are infinite sheet masks and a beauty bar with individual mirrors where customers can try out cosmetics and, obviously, take selfies. Besides beauty, Riley Rose will also showcase chic candles, faux succulents, kitchen accessories, picture frames, bathroom containers, bar soaps and much more.
By the end of the year, they’re hoping to open up 12 more stores slated to open across the country! Riley Rose is truly on the right track to take over the beauty world.