Forever 21 has served as our go-to for just about every major event over the course of our fashion journey. From awkward middle school style (ahem, skull bobby pins) to date-night essentials in our 20’s, F21 has been our trusty BFF through it all. And as if we didn’t already love its (albeit tiny) beauty section enough, the chain announced this week, after months of speculation, that it will launch a sister store, Riley Rose, a millennial-targeted and ultra-grammable beauty retailer. The flagship brick-and-mortar will open its doors on September 30th at the Glendale Galleria in California, with more stores opening closer to Holiday and throughout 2018.
You’ll find a variety of mainstream brands like Stila, Lime Crime, Essie, and R + Co, as well as indie faves like TonyMoly, WINKY LUX, and Laura Geller, which tells us that Riley Rose will be a hybrid of Sephora and our favorite indie boutiques. RR’s mission statement is already up our alley: “[where] girls are inspired to indulge their fantasies, run wild, and get lost.
Sounds to us like Riley Rose is kind of like Ulta’s barefoot sister. And we’re into it.