Forever 21 is expanding their small beauty sections to their own stores. These new beauty boutiques by the name of Riley Rose are supposed to be an interactive way for people to buy beauty supplies. There will be interactive screens and vanities that make buying products easier. The first Riley Rose opened in California on September 30 and there are expected to be nine more open by the end of 2017 and three more in 2018.
The goal of the Riley Rose boutiques is to create an environment in which millennials will be more inclined to visit the store instead of just shopping online. CEO of Forever 21, Do Won Chang, explained in a statement that, “These new, experiential spaces will be focused on accessories, cosmetics and home goods for the millennial consumer.” The daughters of the founders of Forever 21 are the brains behind this new brand.
The stores will be carrying everything from face masks and makeup brushes to makeup products. They will be selling products from Stila Cosmetics, Tonymoly and Too Cool For School. According to PETA, many of the brands they are going to have are cruelty-free.
Riley Rose is expected to be a competitor with stores like Ulta and Sephora, which give customers the experience to try out products before they purchase them. By November of this year, the Riley Rose website should be launched and ready to use! Until then, follow the new boutique on Instagram, @rileyrose!