The Forever 21 beauty retail chain specialises in social media-friendly indie and K-beauty brands
Riley Rose targeted millennials and Gen z with products, such as Tony Moly and Winky Lux
Riley Rose, the Forever 21-owned beauty chain, is to close all of its stores.
First launched in 2017, Riley Rose specialises in K-beauty and indie brands with brick-and-mortar locations across the US, but will solely operate in existing Forever 21 stores.
It has already closed its loyalty programme Beauty Vault and stopped taking online orders.
The news follows the bankruptcy of parent company Forever 21 in September and the closure of 200 fast fashion stores.
A notice has been posted on rileyrose.com updating consumers on the e-commerce plans: "We are moving! As of 10/28, we welcome you to our new home located on the Beauty by Riley Rose tab at forever21.com, where you can continue to purchase your favorite products and on 10/15, we'll stop taking orders at rileyrose.com.”
Spearheaded by Linda and Esther Chang, the daughters of Forever 21’s founders, the trend-led retailer offered Gen Z-focused brands such as Lime Crime, TonyMoly, Too Cool for School, Winky Lux, Glitter Injections, Peripera and Luxie Beauty.
At the time of launch, Linda Chang described Riley Rose as a “unique shopping experience – a true lifestyle destination featuring not only sought-after beauty essentials, but home décor and accessories too.”