Gap Inc. Taps Into the Beauty and accessories Market With Old Navy

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.

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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.

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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.

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