Overview

• About 150 Old Navy locations will add beauty and personal-care items later this fall, with roughly 45 stores getting staffed shop-in-shops.
• The assortment will cover skin care, makeup, hair care, and nail polish, with many items priced under $25.
• Gap plans to scale the program next year, with an expansion to Gap-branded stores targeted for 2026, and it will also broaden its accessories offering.
• The retailer points to strong category momentum and peer successes such as Target’s Ulta shops and Kohl’s Sephora partnership, citing Euromonitor’s projection that U.S. beauty will exceed $100 billion in 2025.
• Gap shares rose in intraday trading after the announcement, reflecting investor interest in the diversification strategy.