Capitalising on the beauty boom: Riley Rose's innovative approach to the beauty market

Riley Rose has been featured in a Business of Fashion article which details how fashion retailers have been trying and largely failing to crack the lucrative beauty market for years and why Riley Rose's belief in the power of immersive experience design sets them apart from the competition.

With over 30 years of experience, locations around the globe and billions in revenue, Forever 21 partnered with FutureBrand and FutureBrand UXUS to create new revenue streams by attracting Millennial beauty aficionados through the creation of a standalone brand: Riley Rose. The article describes their innovative 'fast fashion' approach which provides their customers with a unique beauty experience for the Instagram generation.

The article says “Forever 21 has had more success in beauty than most of its fast-fashion rivals. It created a separate brand, Riley Rose, with standalone stores that sell private-label products alongside hundreds of third-party brands like Nyx and Essie. The company operates 17 Riley Rose stores and plans to add about a dozen more this year.

Forever 21 vice president of merchandising Linda Chang said the company is approaching beauty retail “in a fast fashion way,” with a wide assortment and frequent product drops. A person with knowledge of the business said the internal goal is for beauty to comprise 10 percent of overall sales by 2024, from approximately one percent today.

“While other fast fashion players have stuck to their brand narrative to dabble in both private label and some branded beauty offerings, we are the only ones who have created fully immersive beauty experiences,” Chang said.”

Find out more about the Riley Rose story and read the full Business of Fashion article here.