Forever 21's first Riley Rose beauty store set to open September 30

The inaugural Riley Rose boutique will open on September 30 in Southern California’s Glendale Galleria. The fast fashion chain already has plans to open subsequent stores by the end of the year.


 
Forever 21 announced plans to open standalone beauty stores in May, and later that month partnered with General Growth Properties to develop the project. At the time the retail giant said it would open 10 stores in 2017 and another three in 2018.
 
Now the opening of its first Riley Rose store is scheduled for later this month. The new beauty stores will carry makeup brands popular on Instagram such as Lime Crime, Lipland and DearPacker. It will also carry hair and skincare products and a selection of K-beauty brands.
 
To further appeal to millennial and Gen Z shoppers, the Riley Rose stores will also encourage its customers to interact with social media while shopping. Alongside the products, the new shops will include selfie stations and a virtual try-on application.
 
Many major retailers have begun to increase the importance of beauty in their stores, and, like Forever 21, have hoped to capture young shoppers by carrying Instagram-friendly brands and creating interactive experiences. Bloomingdale’s recently launched Glowhaus, a new beauty concept which, in a similar manner to Riley Rose, carries cult-favorite brands and offers social media tie-ins to in-store shoppers. 
 

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