Old Navy enters beauty market with launch of Old Navy Beauty Co.
The launch is part of Old Navy’s broader effort to make shopping more convenient and inspirational by adding everyday personal care to its apparel and accessories assortment.
USA – Old Navy has officially entered the beauty market with the nationwide and online launch of Old Navy Beauty Co., an in-house body care and fragrance line.
The collection, which debuted on August 26, 2026, follows a successful in-store pilot that began in fall 2025 across 150 locations, 45 of which featured dedicated beauty shops-in-shop.
The brand is rolling Old Navy Beauty Co. out to approximately 1,000 stores with grab-and-go beauty displays by the end of September 2026, while maintaining the 45 shops-in-shop formats used during the pilot.
The line will also be available on OldNavy.com, marking the first time the private-label beauty assortment is sold nationwide and online.
Alongside its own products, Old Navy is continuing to stock a curated selection of third-party beauty brands, including e.l.f. Beauty and Mario Badescu, as part of its broader beauty expansion.
The brand launches with 21 products spanning three categories: hair and body mists, body lotions, and body washes, across seven custom fragrances.
The seven scent profiles, Fresh Splash, Sorbet D’Lish, Suede Embrace, Vanilla Crush, Gourmand Thrill, Amber Vibe, and Floral Sweet, cover fresh, gourmand, floral, and woody olfactory families to appeal to a broad customer base.
Despite the mass-market price point, Old Navy is emphasizing a luxury-inspired sensory experience by partnering with renowned perfumer Jérôme Epinette, the nose behind cult fragrances such as Byredo’s Bal d’Afrique and Sol de Janeiro’s Cheirosa ’62.
Deb Redmond, Head of Beauty at Gap Inc., noted, “Old Navy Beauty Co. is a natural extension of our brand, created to inspire joy, discovery, and self-expression. Every product is thoughtfully designed with our customers at the centre, shaped by their feedback and created for the diverse communities we serve.”
“Partnering with Jérôme enabled us to develop an exceptional fragrance collection that stays true to Old Navy’s commitment to quality, value, and making beauty feel approachable for everyone.”
According to Gap Inc., the nationwide Beauty Co. rollout will be in its second-quarter fiscal 2026 earnings commentary, underscoring the initiative as a key component of Old Navy’s product and experience expansion.
During the initial pilot, Old Navy reported that customers actively engaged with the beauty concept, testing multiple scents and identifying favourites, which validated demand for beauty within the store environment.
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