Old Navy Unveils Beauty Line Including Fragrance, Skin Care Products

Old Navy is officially staking its claim in beauty.

One month after parent company Gap Inc. revealed it would expand into beauty and accessories via Gap and Old Navy to start, the latter has begun rolling out its debut assortment in-store.

Old Navy’s beauty play includes both a new, in-house line called Old Navy Beauty Co., as well as a merchandised assortment of skin, body and hair care products from more than 40 brands including E.l.f. Cosmetics, Neutrogena, Skin Gym, K-beauty brand TonyMoly and more, all priced under $25.

Both the private-label line and the wider retail assortment will be available in 150 Old Navy stores to start, with 45 of those stores featuring dedicated beauty shops-in-shop. Products will otherwise be available via checkout lane “grab-and-go” displays, with a broader retail rollout slated for summer 2026.

“Our customer at Old Navy is a trend-driven, value-conscious consumer, and that’s an incredible space to play in,” said Deb Redmond, a longtime Nordstrom beauty veteran who took up the top post as Gap Inc.’s head of beauty this year. “We’re letting the customer guide us here — we reached out to them via a survey asking whether they would engage with beauty if we were to add this category, and resoundingly, they said yes.”

Old Navy Beauty Co. is debuting with body lotions, washes and hair and body mists, each coming in five gourmand and floral scents such as Vanilla Crush and Amber Vibe. Prices range from $7.99 to $16.99, well-positioning Old Navy to benefit from the boom in mass-market fragrances, which grew 17 percent in sales during the first half of 2025. Prestige fragrances, by comparison, grew 6 percent during the period, as tracked by Circana.

“[The line] is definitely geared toward the family and younger adults,” said Redmond, adding, “We know that 95 percent of America uses bath and body products, and so that felt like a natural category to go after.”

Additional products and categories for Old Navy Beauty Co. will be developed as the retailer gains a sense of what consumers are gravitating to most within the line and its assortment of merchandised brands, which was curated in partnership with BeautySpace, formerly Space NK’s U.S. wholesale division now owned by PCA Companies. BeautySpace has otherwise helped curated assortments for retailers like Bloomingdale’s, Nordstrom and Walmart.

“If the customer is telling us they want us to move in this direction or that, we’ll go there with them — whether that’s with scents, formulations, hand creams, body butter, lip balm — all of those things matter,” Redmond said.

Stores hosting the beauty shops-in-shop will also employ beauty associates that have been trained to educate and assist customers as they shop.

“That will tell us more about the consumer’s expectations as far as whether they like that, and if [these associates] are something that can be learned for the entire store as we move forward,” Redmond said.

Other brands that will be merchandised at Old Navy to start include Garnier, Patchology, Nivea, Mixik Skin, Sel:pH Beauty and Mario Badescu.

“The average Old Navy consumer is about 30-plus years old, either a young professional or someone who’s just starting to build a family,” said Noah Rosenblatt, president of BeautySpace. “We have this lifestyle assortment of national brands, as well as brands that have a familiarity but aren’t necessarily as widely distributed, that’s going to be the sweet spot for Old Navy.”

Gap Inc., which also owns Athleta and Banana Republic, will launch the Gap brand’s beauty line in 2026. Gap previously introduced fragrances in the ’90s, which remain a nostalgic, cult-favorite for many and are still sold at the retailer. But the range “didn’t fully express what was possible” for Gap’s beauty presence, Redmond said.

“[Those fragrances] are a healthy business and we still have a very loyal customer to those products…but what we’ve created now is an elevated, more accessible luxury that the customer has been asking for,” Redmond said.

Though it hasn’t yet been revealed exactly what the line will entail, it will be differentiated from the Old Navy line, said John Demsey, the former Estée Lauder Cos. executive tapped by Gap Inc. to consult as its executive director of beauty.

“The suppliers are distinctive, the price points are distinctive; the fragrances, concentrations, assortments and go-to-market strategies will be distinctive — this is not a corporate plug and play,” Demsey said.

Gap Inc. is is entering beauty at a time when its core brands are gaining buzz, particularly among Gen Z.

This summer, Gap’s “Better in Denim” campaign with musical girl group Katseye went mega-viral, and recent collaborations like Gap x Sandy Liang and Old Navy’s October collection with Anna Sui have also gained the respective brands significant buzz.

On the flip side, the beauty retail game is at its most competitive as e-commerce players like Amazon and TikTok Shop gain meaningful share from specialty and department stores.

“The strength of Old Navy is its joy, its playfulness — our beauty brand is an extension of that,” said Redmond, adding that potentially leveraging platforms like TikTok Shop — where Gap already sells apparel, and where beauty is the number-one category — is not off the table for Gap Inc.’s strategy for the category.

“Everything is up for discussion,” she said. “As we think about what July 2026 will look like and how we can bring what the customer is loving closer to them, quicker, we’re not ruling out anything.”