GAP expands into beauty and accessories to drive growth

Gap Inc. (NYSE: GAP) announced plans to expand into beauty and accessories as part of its strategic growth initiative.

The company will begin testing beauty products at 150 Old Navy stores this fall, featuring curated beauty and personal care items. Select locations will include dedicated shop-in-shops and Beauty Associates. Gap Inc. plans to scale the Old Navy beauty business in 2026 and launch beauty offerings across its brand portfolio.

The beauty and personal care market represents a growth opportunity for the retailer, with the U.S. market expected to exceed $100 billion in 2025, according to Euromonitor data cited by the company.

Gap Inc. also plans to expand its existing accessories business using similar strategic methods. The company stated that accessories serve as a natural extension of apparel and complement customer lifestyles.

The expansion comes as Gap Inc. reports progress on strategic priorities over the past two years, describing itself as more resilient with stronger financial positioning.

The announcement includes forward-looking statements subject to risks and uncertainties that could cause actual results to differ from projected outcomes, according to the company's disclosure.

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