Forever 21 Just Launched The Most Extra Beauty Concept Store

You've probably noticed that many of your favorite clothing stores are getting in on the beauty action (and why wouldn't they?). But it's Forever 21 whose taking your beauty shopping experience to a whole new level by bringing you not just an expanded section, but an entirely new chain of stores. Enter: Riley Rose. The brainchild of Linda and Esther Chang (the daughters of Forever 21's husband-and-wife founder team), this new store isn't quite like anything we've seen before.t)!

Emma McIntyre

The Chang sisters wanted to create a "one-stop shop," so in addition to beauty, you can find some home accessories, cute socks, and a new phone case. Also, there's a big assortment of Dylan's Candy Bar sweets just in case your sweet tooth strikes. While Riley Rose has only one location as of now (if you live near the Glendale Galleria — lucky you!), but 10 (yes, 10!) more are expected to open before the end of the year. The website will be live by mid-November (guard your wallet).

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Unsurprisingly, the store itself is a millennial pink Instagram fever dream. The store is also tricked-out with high tech additions too — think YouTube tutorials streaming on iPads and an updating stream of featured posts (just be sure to tag @rileyrose); peep the store's screens to see your post. And because no millennial retail mecca would be complete without it — naturally, there is a selfie station.

OK, now that we've got the basics down, let's get to the juiciest part — the products themselves. The assortment is legit. From hair (think R&Co, Briogeo, and Gnarly Whale to name a few. Nail polish offerings include cool-girl brands Nails Inc. and Floss Gloss. Makeup runs the gamut from classics like Stila and Laura Geller to natural-fave, RMS, to super-chic, and higher-end Surratt beauty. Also in the mix? A sizable mix of K-beauty faves like CosRx, Goodal, and TonyMoly.

Emma McIntyre

So, come for the lipgloss, leave with the lip gloss, plus a cute mug, a new water bottle, a phone case, and some nail polish. We like the sound of that.

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