Gap and Old Navy Introduce New Beauty Collections

Old Navy and Gap are making a major push into the beauty sector. Following Louis Vuitton’s high-end $160 lipstick debut, Gap Inc. plans to introduce Old Navy-branded skincare, makeup, hair care, and more this fall. A Gap fragrance collection is also launching next year.

Old Navy isn’t new to beauty, having sold brands like E.l.f. Cosmetics for years. Gap’s previous beauty venture included the now-discontinued fragrance Gap Dream from 1995. As part of this expansion, Old Navy will add popular brands like Mario Badescu and TonyMoly. Some stores will even feature beauty-specific staff to help customers.

According to a Wall Street Journal report, 70% of Old Navy’s customers might consider buying beauty products there. The new offerings will mostly be under $25, targeting everyday consumers and teens. The key question remains whether these products can compete with established retailers like Ulta and Sephora.