Trending Stores: Riley Rose, Bridgewater Commons, Bridgewater, New Jersey

Forever 21 has come out of the gate fast with its new beauty/lifestyle format, Riley Rose, which made its debut in September. The fast-fashion giant has opened the concept in eight locations to date, including one in December at Bridgewater Commons Bridgewater, New Jersey.

Riley Rose is targeted at young millennials. Awash in pink hues and feminine accents, the 5,000-sq.-ft. Bridgewater store combines an extensive and diverse mix of edgy beauty and skin care brands (including many formerly online only and a large selection of Korean offerings) with fun, offbeat home and lifestyle goods, ranging from stationery to tech accessories to candy (with sweet treats from Dylan’s Candy Bar).

Riley Rose encourages shoppers to try out the products, and features individual make-up stations with brightly-lit mirrors. iPads and large TV screens highlighting the brands and offer beauty tutorials are located throughout the space.

The store is designed to be Instagrammable, compete with a selfie station that encourages social sharing.

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