London - Leading beauty players such as Sephora, NYX, Ulta and Kiko Milano may soon have to contend with another affordable beauty retailer - Forever 21 as the Los-Angeles based fast-fashion retailer is said to be preparing to open a number of stand alone beauty stores.

Forever 21 currently offers its own in-house make-up collection, in addition to offering affordable cosmetic brands such as E.l.f and NYX, as well as Korean beauty products in stores. However a new report from WWD claims that Forever 21 is looking to open 10 dedicated beauty stores under the name Riley Rose by the end of the year. In line with current target audience, the new stores will features a new concept described as retail experiential that focused on millennials. If the beauty stores are well received, Forever 21 may open another 10 stores by March 2018, according to an unnamed source.

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The new beauty stores are set to offer a wide range of beauty products, including cosmetics, skin care, hair care, tools and Korean Beauty products. Forever 21 push into beauty is set to underline the fast-fashion retailer latest expansion move, following on from the re-launch of its plus-size collection and the expansion of its lower-price offering F21 Red.

However, Forever 21 would not be the first fast-fashion retailer to foray into the beauty world - H&M has expanded its beauty offering over the past few years, expanding its cosmetics range last year and toying with the idea of stand alone beauty stores through its East London beauty pop-up store. Urban Outfitters offers a wide range of beauty and skin care products in store, as does Topshop.


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