Forever 21’s rosy-cheeked brainchild

By Kerry Ingram, Assistant Arts & Life Editor
Featured image courtesy of Riley Rose Instagram account

Millennial makeup-mavens rejoice (try saying that three times fast) – Riley Rose, Forever 21’s new beauty retailer, made its grand debut in California on Sept. 30, and it’s set to open 12 other store locations in the coming months, including one in the Towson Town Center on Dulaney Valley Road. 

The store is set up to be like a makeup heaven for digital lovers – think fun pops of color laced within a chicly-furnished store space, shelves of the latest products and trends seen on the internet, and selfie stations (yes, selfie stations) set up at the center of the store for you to catch a picture-perfect look that’s sure to get you a ton of likes. Does this sound like a dream to you? Well, good morning. The Riley Rose team has now made this a reality sure to keep you wide awake.

The boutique was founded by Esther and Linda Chang (daughters of the Forever 21 founders). The idea came to them after seeing how Forever 21’s mini beauty selection had grown in popularity. The duo linked the success of affordable-yet-worthy beauty finds to the continuous use of social media, noting that technology plays a large role in their consumers lives.

“We embrace this reality by empowering [our customers] to explore our offerings through digital and social moments throughout the store,” said Linda Chang in an interview with Refinery29.

The stores will be selling mainstream brands such as Essie and Stila Cosmetics; PETA-endorsed, cruelty-free brands like Brite Organix and Obsessive Compulsive Cosmetics; and cult-favorite internet brands like Lime Crime and Glitter Injections.

The first store opened at the Glendale Galleria in California on Saturday, Sept. 30. The location welcomed bloggers and writers for a sneak preview just two nights before, creating mass excitement that caused a hefty turnout. The brand kept its followers updated and included in the opening festivities through its Instagram story.

The exact date of the Riley Rose grand opening for Towson’s mall has yet to be confirmed,  but one thing is for certain: Forever 21’s beauty baby is sure to be loved by many.

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