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

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

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A Riley Rose store Photo: Getty Images for Riley Rose

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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:

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