Forever 21 has a new little sister, and she is called Riley Rose. The inaugural Riley Rose beauty boutique opened on September 30 at Glendale Galleria in Los Angeles, an Aladdin’s cave of “what the modern girl craves for a trendy lifestyle,” in the words of co-founder Linda Chang.

While Forever 21 will continue selling beauty products, Riley Rose offers a broader, more eclectic assortment, including cult brands Lime Crime, Lemonhead.LA and Lipland, as well as brands not available in U.S. brick-and-mortar stores, such as Korean skin care brands B. By Banila, Dearpacker and Nuca. Prices range from $2 to $189, and include everything from single-use sheet masks to luxe gift sets and bundles.

“We created Riley Rose to appeal to the Millennial and Gen Z customer who follows trends and likes to curate her personal brand through beauty and lifestyle products,” said Linda. “She is hungry to be first to embrace budding trends, and wants access to of-the-moment products she sees on social media at the pace of a snap.”

Linda and her sister (and co-founder), Esther, are fast fashion royalty: they are the daughters of Forever 21’s founders, and as such are fluent in the world of retail, as well as the millennial shopping habits that are reshaping the industry.

“Our stores will offer the customer an experience she can’t find in retailers today, that was born out of our own observations and frustrations as shoppers,” said Linda. “The entire store experience is built around how the millennial and Gen Z demo shop, from digital touch screens displaying multi-branded looks as she would view them within her social media world, to a playful selfie wall. We know our customer can open her phone and research anything she sees in our store within seconds, and we embrace this reality by empowering her to explore our offerings through digital and social moments throughout the store.”

To that end, Riley Rose features vanities with interactive touchscreens offering makeup and skin care advice, and products within easy reach to sample and play with. “Our in-store marketing features authentic, real-girl product reviews, with the intent to teach the customer how she can use our products or why they’re trending, rather than to tell her what to buy.”

An additional point of difference is that customers can shop a complete lifestyle: home assortment makes up one third of the store, and includes everything from pillows and décor, to succulents and tech accessories. Peckish customers can also shop food and beverages, including snacks from around the world, and fine confectionaries like Compartés and Amborella Organics.

The Riley Rose aesthetic combines Barbie pink with exposed white brick, modern with a hint of nostalgia. “Esther and I loved how the name Riley Rose really embodied our two personalities, with me being more of the modern ‘Riley’, and Esther relating more to the feminine ‘Rose’ side,” said Linda. “We infused both of our aesthetics into the brand and believe they complement each other well.”

Riley Rose’s website ( will launch in November, followed by 12 stores throughout the U.S. before the end of the year in Towson, MD; Pembroke Pines, FL; Altamonte Springs, FL; Bridgewater, NJ; Chicago, IL; Wauwatosa, WI; San Antonio, TX; and Frisco, TX.

“With in-store activations throughout the year at each location, and Riley Rose experts working at each marble makeup vanity, you won’t feel intimated to try a new product or explore a new beauty trend. Riley Rose will make under the radar and up-and-coming brands more accessible to consumers,” said Linda.