Gap Inc. Ventures into Beauty and Personal Care Market with Old Navy Pilot Program
Apparel retailer Gap Inc. has recently unveiled its strategic plan to expand into the beauty and personal care market. This initiative will kick off with a pilot program at 150 Old Navy stores in the upcoming fall season. This move signifies a major shift for the clothing behemoth as it steps into one of the fastest-growing retail categories, which is projected to surpass $100 billion in 2025, as per Euromonitor data.
The initial rollout will spotlight a range of curated beauty and personal care products, all priced under $25. This collection will encompass both Old Navy-branded items and products from renowned beauty brands such as e.l.f. Beauty, Mario Badescu, and Korean beauty brands TonyMoly and Mixik. Select stores will also feature dedicated shop-in-shops, complete with trained beauty associates to guide customers.
Gap CEO Richard Dickson expressed the company’s preparedness for this expansion, stating, “We have the credibility with consumers to start to venture into categories adjacent to our core.” The company has brought on board beauty industry veteran John Demsey, a former executive at Estée Lauder, as a strategic advisor. Additionally, beauty incubator Maesa has been enlisted to produce the Old Navy beauty line.
Gap Inc.’s plans for the future include scaling the beauty business in 2026 and launching fragrance lines at Gap stores. This marks the company’s comeback to the beauty sector after previous unsuccessful attempts.
Source: https://cosmeticsbusiness.com/gap-makes-fresh-play-in-beauty-starting-with