Gap Inc. is entering the beauty and personal care market through Old Navy, aiming to diversify its revenue and capitalize on consumer demand for affordable, accessible, and sustainable products amid a $100B+ industry. Here’s what you need to know:
- Gap Inc. found that 70% of its current customers are interested in buying beauty products, prompting the launch of under-$25 skincare, makeup, and haircare items in Old Navy stores.
- Gap reached $3.5B in Q1 net sales and is well-equipped to test and scale its beauty line, starting in 150 Old Navy stores with dedicated shop-in-shops and beauty associates.
- CEO Richard Dickson views beauty and accessories as "high-margin opportunities," aligning with Gap’s long-term profitability and growth strategy.
- While not aiming to rival L’Oréal or Estée Lauder directly, Gap targets mass-market consumers with affordable, clean beauty. Leveraging existing retail presence to cross-sell without heavy digital acquisition costs.
- The beauty market is expected to grow 5% annually through 2030, and the company plans to scale over time by testing Old Navy's beauty line before expanding to Gap, Banana Republic, and Athleta in 2026.
Trending in Beauty
What is trending on social media today often becomes tomorrow's next best-seller.
Brands and retailers that pay attention to these trends will win consumer dollars. By tracking these trends, you can make smarter product decisions, stay ahead of competitors, stock shelves with what consumers actually want, and develop products that are proven to drive revenue.
We used Charm data to identify the hashtags that are not only gaining views but also driving real sales for brands.
#Kbeauty
$16.2M
U.S. TikTok Shop revenue associated with the hashtag (1/1/2025 - 8/31/2025)
Dr. Melaxin Peel Shot Glow Rice Ampoule Duo ($532K)
Top product associated with the hashtag by U.S. TikTok Shop sales (1/1/2025 - 8/31/2025)
#Lashes
$15.0M
U.S. TikTok Shop revenue associated with the hashtag (1/1/2025 - 8/31/2025)
AiryCute Upgrade U Lashes ($129K)
Top product associated with the hashtag by U.S. TikTok Shop sales (1/1/2025 - 8/31/2025)
#Lipcombo
$8.4M
U.S. TikTok Shop revenue associated with the hashtag (1/1/2025 - 8/31/2025)
WONDER BLADING Lip Stain Masque ($382K)
Top product associated with the hashtag by U.S. TikTok Shop sales (1/1/2025 - 8/31/2025)
Who's Winning in SPF?: The Top 15 Suncare Brands Ranked
Sunscreen has moved from being a seasonal afterthought to a year-round skincare and beauty essential. From mineral sunscreens to K-beauty formulas, suncare brands are competing for attention with product innovation, creator-driven content, and strong distribution strategies. But not every brand rises to the top.
In this report, we’ve ranked the top 15 suncare brands using the Charm Success Score, TikTok Shop sales, and more.
If you’re a retailer optimizing your product portfolio or a brand checking out the competition, this report gives you a clear view of who’s really winning based on the data, not just hype.
Want more DTC & TikTok Shop insights like these? Book a demo of Charm today.
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