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Forever 21 to Open Up a New Beauty Boutique

Forever 21 fans, rejoice. Everyone’s favorite clothing store is venturing into the beauty industry. That’s right, now you can buy blush on a budget thanks to their new stand-alone boutique named Riley Rose.

“The new concept store will focus solely on beauty and lifestyle items you wouldn’t normally get to try,” reports Refinery29. “With the help of interactive, digitally-focused features, the shop will deliver everything from makeup to hair products to K-beauty favorites — all without you having to ever click “add to cart” ever again.”

The new store will also feature some cult-favorite brands including Lime Crime, Lemonhead L.A., Lipland, B.By Banila, Dearpacker, and Nuca.

via Refinery29

Wait, there’s more. Fittingly geared toward millennials and Gen Z shoppers, the space will be a social media lover’s dream. “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,” Linda Chang, one of the daughters of Forever 21’s founders Don and Jin Sook and cofounders of the new store (her sister, Esther, is the other co-founder), explained.

The first Riley Rose store is expected to open up Sept. 30 at the Glendale Galleria in California.

[via Refinery29]

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