Since entering the specialty beauty category last September with the opening of its first store in LA’s Glendale Galleria mall, Forever 21’s new beauty and lifestyle concept, Riley Rose, is now available online.
Conceived by Linda and Esther Chang, the daughters of Forever 21’s founders Don and Jin Sook Chang, Riley Rose describes itself (on its millennial-pink home page) as a “one-stop shop for cutting-edge beauty trends, skin care products, luxe home essentials, and playful accessories.”
In a friendly, helpful and unintimidating tone, the website emphasizes play, discovery and self-expression for the Riley Rose spirit who is “social, savvy, confident, carefree, playful and on trend.”
As in the bricks-and-mortar stores, the breadth of offering on the website is huge, with more than 170 brands including some indies (Lime Crime, Winky Luxe, R+Co, RMS Beauty, Lemonhead LA), but mostly a wealth of lesser-known treasures or soon-to-be-discovered brands that are mainly distributed online.
It is these more remote (and accessibly priced) brands, especially under-the-radar, cult Korean brands, that have quickly placed Riley Rose on the map as a unique beauty destination. These hot beauty finds have also made Riley Rose a serious contender-in-the-making against the likes of Sephora and Ulta. “We set out to make Riley Rose a destination for exclusive brands that aren’t usually accessible at your fingertips,” explains the site.
Riley Rose is also aiming to be a one-stop-shop for all beauty needs, including tools and accessories, with a broad (and mostly budget-friendly) price-point ranging from $1.90 to $189.
The website is easy to navigate, with tabs that include New, Top 10 (covering hair, makeup, skin care and home), plus video tutorials with How-To’s that offer easy advice or troubleshoot common beauty conundrums, such as Fix Flat Hair, Let’s Get Wavy, Lazy Day Shampoo’, Acne Face Mapping and Trending Korean Skin Care Essentials).
Riley Rose currently has stores in Los Angeles, CA, San Antonio, TX, Frisco, TX, Towson, MD, Wauwatosa, WI, Altamonte Springs, FL, Chicago, IL and Bridgewater, NJ, with more stores to open in 2018.