Forever 21 might just be opening a store called ‘Riley Rose’ to house all their makeup and beauty products. As reported by WWD, 10 stores in the US might be set to open late this year already. Products include skincare, face masks like the ones bought in popular Korean road-shop brands.

While the name Riley Rose is still experimental, WWD also reports that the look and feel of this shop will be catered towards the millennial generation so once you see it, it should well be ‘Instagram-worthy’.

This UnBEARably 🐻💖 good deal ends soon: Take 21% off your first regular price purchase with your Forever 21 Credit Card. Offer valid April 21-23, 2017 only! #ForeverRewarded Subject to credit approval. 21% off regular price items introductory offer is valid April 21-23, 2017 only. Discount applies to new card activations with same day purchase at or participating Forever 21 locations in the U.S. (excluding U.S. territories). Valid only on regular price items. Exclusions apply. Cannot be combined with any other offer, discount, or promotion. One time use only. Forever 21 Credit Card accounts are issued by Comenity Capital Bank and Forever 21 Visa Credit Card accounts are issued by Comenity Capital Bank pursuant to a license from Visa U.S.A. Inc. The Forever Rewarded Loyalty Program is provided by Forever 21, which is solely responsible for the program’s operation. Forever 21 may change the terms of the program at any time. For full Forever Rewarded Terms and Conditions, see

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If you ask me, this reminds me of the Aldo Accessories shop where it’s all Aldo-brand products but they have a separate store to sell their accessories. However in this case, Forever 21 is trying to target a Sephora or Ulta concept where one store sells many beauty brands. It’s kind of like an establishment consisting of only the beauty section of the department store.

An image I did for #forever21beauty cause we love #pink! 💕

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Date night ready 💗 @hungryhipsters (Shop link in bio)

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To be very clear though, Forever 21 has not confirmed concrete plans to open Riley Rose yet.


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