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