Forever 21 launched its beauty concept Riley Rose in 2017.
Riley Rose was created by Linda and Esther Chang, daughters of Forever 21 founders Do Won and Jin Sook Chang. The concept was designed as a standalone beauty and lifestyle store aimed at millennial and, increasingly, Gen Z shoppers. Its merchandise included cosmetics, skincare, haircare, accessories, and home goods.
The first Riley Rose store opened at Glendale Galleria in Glendale, California, in September 2017. Forever 21 announced an initial rollout across General Growth Properties shopping centers, with 10 stores planned for 2017 and three more for 2018. The stores emphasized colorful interiors, product discovery, and social-media-friendly displays rather than functioning like ordinary clothing branches.
A common mix-up is confusing the concept’s announcement with its full rollout. News about Riley Rose appeared in spring 2017, while the first physical store opened later that year. The brand also launched an e-commerce site, extending Forever 21’s move beyond apparel into beauty and lifestyle retail.