Forever 21 Might Be Opening a Beauty Store and We Can't Handle It

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Your Forever 21 addiction is about to get a whole lot bigger.

According to Women's Wear Daily, the fast fashion chain is considering opening its own freestanding beauty stores, instead of limiting its offerings to the checkout line.

The retailer already sells a vast array of products, including skin care, hair care, nail care, makeup and K-Beauty. It stocks products from its private label as well as from popular and affordable brands like E.L.F. and NYX.

A source told the outlet that the stores would be called "Riley Rose" and that there'd be just ten locations opening in time for the holiday season. 

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The boutiques will supposedly be geared toward providing Instagram-friendly shopping experiences for millennial customers. If everything goes smoothly, there could be another ten stores opening by March of 2018.

Another source says the stores will have products that compete with Sephora and Ulta.

The beauty chain hasn't confirmed the rumors yet, but we imagine it's only a matter of time before they confirm or deny the reports!


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Olivia Rowe |

Olivia hails from small town Pennsylvania and is appropriately obsessed with summer thunderstorms and wintry Christmases. She is fluent in sarcasm and television dialogue and can often be heard singing the praises of her lady heroes, Taylor Swift and Mariska Hargitay.