Forever 21 Is Opening a New Beauty (& Home!) Store

Big news from a mall staple: Forever 21 is is getting a sister store, and it’ll be all about beauty, accessories, and yes, home.

Forever 21 is a mall favorite for trendy fashion at low prices, but you might have missed that they carry beauty products and home goods, too (albeit with a bigger presence online than in most stores).

But the new brand, Riley Rose, will be devoted to these non apparel options. Started by sisters Linda and Esther Chang, the daughters of F21’s founders, the women had the idea to create a concept store that was a one stop shop for Millennials and Gen Z.

“Our stores will offer the customer an experience she can’t find in retailers today, that was born out of our own observations and frustrations as shoppers,” co-founder Linda Chang said in an email. “The entire store experience is built around how the Millennial and Gen Z demo shop, from digital touch screens displaying multi-branded looks as she would view them within her social media world to a playful selfie wall.”

In fact, the whole space will feature many “digital and social moments” for the shopper: “We know our customer can open her phone and research anything she sees in our store within seconds, and we embrace this reality,” she continued. “Our in-store marketing will feature authentic, real-girl product reviews, with the intent to teach the customer how she can use our products or why they’re trending, rather than to tell her what to buy.”

And while affordability was a priority, it wasn’t the only deciding factor in choosing products: “We want to deliver our customer an assortment defined by trend-worthiness, uniqueness, and quality, which includes accessible and prestige price points.” Prices will range from $1.90 to $189, “from single-use sheet masks to more luxe gift sets and bundles,” she noted.

The retailer will stock cult beauty brands like Lime Crime, Lemonhead.LA, and Lipland, “as well as brands not available in U.S. brick and mortar stores, such as Korean skincare brands B.By Banila, Dearpacker, and Nuca,” she said.

The part we’re most interested in, of course, is the home section. Chang said that the “home assortment makes up one third of the store, and includes everything from pillows and décor to succulents and tech accessories,” with brands like Fringe on board.

The store will also stock some sweet treats, as teased on their Instagram:

The first Riley Rose store opens at LA’s Glendale Galleria on September 30.