Riley Rose is the new beauty/home/snack emporium launched by the two daughters of the founders of Forever 21. The entire store feels like you are walking through an absolutely fabulous instagram feed and that is exactly the point.
The store aims to stock brands that are popular on instagram and other social media outlets with beauty insiders but are hard to find at actual brick and mortar retailers. Riley Rose also hse the most extensive selection of sheet masks I have ever seen in my life (pictured below). The store promises to rotate brands so that you always feel like you are discovering new brands. A visit to the store almost feels like an international vacation as they carry so many brands not easily found in the US!
Some of the makeup and beauty brands I recognized and love while others were completely new to me. It was fun to visit a store that has products I have never seen anywhere else. The home décor section was super cute with a whole area dedicated to notebooks and pens (including Gelly Roll pens!). The snack section also had the cutest selection of candies and cookies including Koala cookies I haven’t seen since my childhood. The store is definitely marketing itself towards Millenials and I ate it all up!
There are only 11 locations right now, though there are plans for expansion. I visited the location in Chicago at Water Tower Place and for my Milwaukee friends there is a location at Mayfair Mall! For everyone else you can check out their selection at rileyrose.com. You will feel like a grownup kid in a grownup candy store!