Fast fashion retailer Forever 21 will open 10 beauty specialty stores this year

In collaboration with the retail real estate company GGP, Forever 21 has plans for over a dozen stand-alone beauty boutiques meant to deliver the experiences and products that millennial and Gen Z cosmetics and personal care consumers want. Plenty of fashion retailers catering to younger shoppers have added beauty sections to their stores relatively recently, like H&M, Urban Outfitters, and Sephora in JCPenny.