Overview

• About 150 Old Navy stores will add curated beauty and personal‑care assortments this fall, with roughly 45 locations featuring full shop‑in‑shops staffed by dedicated Beauty Associates.
• Assortments will span skin care, makeup, hair care and nail products, with most items priced under $25.
• Gap said it will scale the beauty business next year and introduce brand‑specific formats across its banners, with expansion to Gap‑branded stores targeted for 2026.
• The company will also grow its accessories offering after what it described as strong customer reception.
• Shares rose several percent after the announcement, while trade reports said industry veteran John Demsey is advising and that Maesa was tapped for Old Navy’s assortment, which the company has not confirmed.