Gap has unveiled a first look at the products in its new make-up, hair care, fragrance and skin care lines under its Old Navy and Gap brands.
The US fashion company said the focus of the collection, which launches this autumn, is aimed at the “whole family”, with products designed to be “accessible and fun”.
The categories include Hair and Body Mist, Body Lotion and Body Wash, and are centred around five core scents.
This includes Gourmand Thrill, Fresh Splash, Vanilla Crush, Floral Sweet and Amber Vibe.
Each product will come in three different sizes – Mini, Regular and Jumbo – and will retail for between US$7.99 and $16.99.
“Old Navy Beauty Co. is more than a product line – it is an experience,” said Deb Redmond, Head of Beauty, Gap.
“We are bringing the fun, inclusive spirit of Old Navy into the beauty space, creating a destination where customers can now add beauty to the list of things they love to shop for at Old Navy.
“Our collection launches this fall, with a test-and-learn phase designed to understand what our customers want most, and plans to expand across our fleet of stores in summer 2026.”
Gap announced its renewed focus on beauty in September 2025.
The fashion company said at the time that it saw “a clear and meaningful opportunity” to expand in the beauty category, which it called ”one of the fastest-growing and most resilient retail categories in the US”.
A phased launch will start at Old Navy this autumn with a “curated assortment of beauty and personal care products” at 150 stores.
Selected stores will host dedicated shop-in-shops and have dedicated Beauty Associates in this “test-and-learn” phase.
Gap plans to scale the beauty business in 2026 and launch “brand-right expressions across the portfolio”.
The business previously offered its own fragrances in the 1990s, and had also produced fragrance and personal care under a licensing deal with Interparfums in the 2000s.