Forever 21 is an expert at appealing to teens. Their new beauty boutique is on a whole other level though. In the words of co-founder Linda Chang, the store is a "homage to millennials." The store was launched with the intention of targeting millennials and Gen-Z consumers, which is very clear when looking at the store's social media, products, and branding. The concept was created by the daughters of the mother-father duo that launched Forever 21. They wanted to make every experience in their store an adventure that is totally Insta-worthy.
The store is not just a photoshoot set, it is also filled with they beautifully packaged products of lesser-known beauty brands. The store includes many known brands, mixed with cult favorites that do not necessarily have a physical store. And for ~aesthetic~ purposes Riley Rose is stocked full of home goods and candy, so your makeup vanity can look as good as theirs. They pretty much have anything you could ask for.
The store was launched at the Galleria mall in Glendale, Los Angeles. 12 more stores are scheduled to open across the country. You know I will be at the closest grand opening, camera and wallet in hand!
