Prime Highlights
- Gap has launched its first-ever beauty line under its Old Navy and Gap brands, marking a return to the beauty market after more than a decade.
- The collection aims to deliver affordable, family-friendly beauty products that reflect Old Navy’s inclusive and playful brand spirit.
Key Facts
- The new range features Hair and Body Mist, Body Lotion, and Body Wash in five scents.
- The collection will launch at 150 Old Navy stores this autumn in a test phase, with plans for full rollout by summer 2026 based on customer feedback.
Background
Gap has launched its first-ever beauty collection under its Old Navy and Gap brands, marking its renewed entry into the beauty market. The US fashion company revealed the line will include make-up, hair care, fragrance, and skin care products aimed at being “accessible and fun” for the entire family.
The new range includes Hair and Body Mist, Body Lotion, and Body Wash, all available in five main scents: Gourmand Thrill, Fresh Splash, Vanilla Crush, Floral Sweet, and Amber Vibe. Each product will be offered in three sizes: Mini, Regular, and Jumbo, priced between $7.99 and $16.99.
“Old Navy Beauty Co. is more than a product line – it is an experience,” said Deb Redmond, Head of Beauty at Gap. She added that the goal is to bring Old Navy’s inclusive and playful spirit into the beauty world, allowing customers to enjoy shopping for beauty products alongside fashion.
The collection will debut this autumn in a “test-and-learn” phase at 150 Old Navy stores. Selected outlets will feature dedicated beauty spaces and Beauty Associates to assist customers. Based on feedback, the company plans a full expansion across stores by summer 2026.
In September 2025, Gap announced that it would focus again on the beauty sector, calling it one of the fastest-growing and strongest retail categories in the US. In the 1990s, the company sold its own fragrances, and in the 2000s, it partnered with Interparfums to offer personal care products.
