There have been many a time where we've either overlooked the beauty section of our high street stores. I personally actually really rate Topshop's own nail polish and some of their lipstick collection, but as my budget changes, I've found that regardless of their quality, I'm still more inclined to buy directly from beauty brands rather than just retailers that happen to stock them over in a quiet corner.
Wanting to hone in on the potential of Forever 21's beauty department, sisters Esther and Linda Chang - daughters of F21's founders, Do Won Chang and Jin Sook Chang - worked to create an extension that would see the brand's beauty sales continue to prosper. Enter Riley Rose, a chain of independent cosmetic shops under the Forever 21 umbrella.
The Chang sisters say that Riley Rose with be dedicated to affordable and reliable beauty, stocking brands including Essie, Stila, and those harder to come by cult products. But not only are they focusing on providing their customers with must-have beauty favourites at reasonably fair prices, but they're planning to overhaul the entire shopping experience as we know it.
Riley Rose's layout and design is very much inspired by technology's impact on the way that we shop and the way that we immerse ourselves in beauty. Stores will be full of mirrors, boasting perfect selfie lighting, with interactive touch screens scattered throughout to help customers to find the right products for them.
As psyched as we are to have such a store grace our shopping malls, unfortunately this is just for our Stateside friends at the moment *sigh*. The first Riley Rose store will be opening September 30th at Glendale Galleria in California.
Editor-in-chief / dog mum / part-time Disney princess