It’s Official: Forever 21’s Very Own Beauty Store Is Coming

Update September 18, 2017: Riley Rose is officially happening. Forever 21 announced this week the first Riley Rose store will open its doors to the public at the Glendale Galleria in California on September 30, with more locations coming later this year. You’ll find a variety of brands including Lime Crime, Essie, R + Co and Stila among the Instagram-friendly shelves. We’ll be checking out the store ourselves a few days beforehand and will be sure to give you a behind-the-scenes look.

Original post May 10, 2017: Long the ultimate destination for affordable millennial fast fashion, Forever 21 has expanded into the beauty world with a vast range of products. At all locations, shoppers can find everything from Korean lines to Instagram favorites to store-brand makeup and tools. And the retail giant is now taking it to the next level, reportedly planning to open standalone beauty stores as soon as this year.

According to WWD , the shops will operate under the name Riley Rose. A source describes the atmosphere as millennial-focused and of course Instagram-friendly. Once inside, expect to find makeup, haircare, nail products and tools from fan-favorite brands such as e.l.f. and NYX Cosmetics. Forever 21 hopes to open at least 10 Riley Rose locations by the end of this year (right around holiday season). If the initial rollout is successful, 10 more locations will open by spring 2018. We can’t wait to whip out our phones and start ‘gramming.