An Ulta and Sephora Competitor Is Coming...And You'll Never Guess What Company Is Behind It

(Photo for illustrative purposes only)

**Update May 9, 2017

Although we may think of Forever 21 as being a fast-fashion destination where the variety of clothing available changes from one day to the next based on the hottest trends, it's recently broken onto the beauty scene in a big way, and it isn't slowing down. As reported on by WWD, in latest news from the LA-based brand, it now also has plans to open freestanding beauty boutiques. 

According to market sources, the stores will be called Riley Rose—no word yet on that particular name choice—and 10 locations could be open before end of year (just in time for the holidays). These sources describe the retailer's new concept as "very experiential, Millennial-focused and Instagram-friendly." Additionally, they report that if the initial response to the boutiques goes well, Forever 21 might consider opening another 10 locations by March 2018.

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It's being speculated as to which brands will be carried in the new boutiques, and a WWD source says they would have "offerings to compete with Sephora and ULTA Beauty"; however, Forever 21 has yet to comment on this.

Wendy Liebmann, CEO of WSL Strategic Research, told WWD: “For Forever 21, it has a reputation for younger fashion and fast trends and has sold beauty in-store before. That’s a logical leap into affordable, fashionable, fast beauty for younger shoppers.”

Stay tuned to NewBeauty.com for updates!


**Originally Published February 22, 2017

This month, Forever 21 is launching a new concept, the Forever 21 Beauty Shop, in its U.S. stores. 

The dedicated section in each retail space will house products from the Forever 21–branded beauty line (everything from makeup and skin care to new tools and accessories), as well as products from other brands that ring true to the store's clientele. A big focus will be on K-beauty brands including Peripera, I'M MEME and Pony Effect—look for tons of masks and playful packaging. Other brands you can expect to see in stores are NYX, Batiste and Nudestix. And on Forever21.com, the assortment gets even bigger, with names like Jouer and Sun Bum making an appearance.

“Our fans already know us for our fashion, and expanding our beauty was a natural progression,” said Linda Chang, Forever 21 vice president of merchandising. "This dedicated section will allow shoppers to complete their looks and find all their fashion and beauty must-haves in one place.” 

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