Forever 21 is branching into beauty, with a new store for Millennial & Gen Z shoppers. The boutique, Riley Rose, is taking on trends like K-beauty and stocking up on “cult brands.” They know their ideal shopper is tech and social savvy, so expect “digitally-focused features” like touch screens and selfie stations. The first store opens soon, and more are planned for later in the year. And, of course, they’ll be decorated in Millennial pink. (Elle, Refinery29)
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