Cookie banner

This site uses cookies. Select "Block all non-essential cookies" to only allow cookies necessary to display content and enable core site features. Select "Accept all cookies" to also personalize your experience on the site with ads and partner content tailored to your interests, and to allow us to measure the effectiveness of our service.

To learn more, review our Cookie Policy, Privacy Notice and Terms of Use.

clock menu more-arrow no yes mobile

Filed under:

Riley Rose, Forever 21’s Fun-to-Shop Beauty Store, Finally Launches Online

New, 1 comment

You can buy everything from K-beauty to floral pencils.

Racked has affiliate partnerships, which do not influence editorial content, though we may earn commissions for products purchased via affiliate links. We also occasionally accept products for research and reviewing purposes. See our ethics policy here.

A Riley Rose store Photo: Getty Images for Riley Rose

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Riley Rose, the unique and surprisingly engaging chain of beauty stores founded by the family that owns Forever 21, just launched e-commerce.

The first Riley Rose store opened near LA last October. Linda and Esther Chang, the daughters of the Forever 21 founders who are running the new endeavor, wanted a freestanding beauty store that would appeal to millennials and Gen Z. The stores are a wonderland of pink and offer a variety of K-beauty, natural skincare, sparkly makeup from both indie and established brands, an impressive assortment of haircare, and — an important point of differentiation from other beauty stores — candy, small accessories, and whimsical home goods. The whole place is happy and will make you want to 1) Instagram it and 2) buy stuff, in that order.

According to a rep for the company, all of the products except (sadly) the candy are currently available online. The description on each generally offers a few bullet points on what it’s used for and an ingredient list. While the magic of the in-store experience is missing from the website, it’s still a great place for beauty discovery, and there’s free shipping when you spend over $50. Some of the most intriguing items:

Grown Alchemist Hydra-Restore Cream Cleanser
Grown Alchemist Hydra-Restore Cream Cleanser ($49)
Surratt Beauty Smoky Eye Baton
Surratt Beauty Smoky Eye Baton ($35)
Eva NYC Freshen Up Dry Shampoo
Eva NYC Freshen Up Dry Shampoo ($12)
True Nature Rosewood Wrapped Soap
True Nature Rosewood Wrapped Soap ($7)

If you want the full shopping experience, the brand currently has stores in the following cities:

  • Los Angeles
  • Chicago
  • San Antonio
  • Frisco, Texas
  • Towson, Maryland
  • Wauwatosa, Wisconsin
  • Altamonte Springs, Florida
  • Bridgewater, New Jersey

And more stores are opening in March:

  • Pembroke Pines, Florida
  • Tallahassee, Florida
  • Columbia, South Carolina
  • Minnetonka, Minnesota