US apparel retailer Gap is expanding into the beauty and accessories markets as part of its ongoing efforts to evolve into a “high-performing house of iconic American brands”.
The move aims to capitalise on the growth of the beauty and personal care market in the US, which is projected to exceed $100bn by 2025, according to Euromonitor.
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The retailer operates the Gap, Old Navy, Banana Republic and Athleta brands.
Since 2023, Gap has made progress in strengthening its strategic priorities. The company states that it has emerged as more resilient, with “stronger financial footing, more relevant brands and a unified culture”.
These developments have positioned Gap to pursue new opportunities for growth and innovation.
Gap plans a phased entry into the beauty and personal care market, beginning with a test-and-learn initiative at Old Navy stores in autumn 2025.
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By GlobalData150 Old Navy locations will feature a selection of beauty and personal care products, with some offering dedicated shop-in-shops and beauty associates.
By 2026, Gap aims to scale its Old Navy beauty business and introduce brand-aligned beauty offerings across its portfolio.
The company also plans to enhance its accessories business, leveraging the strong customer reception in this category. The company views accessories as a complementary element to its core apparel offerings, aligning with customers’ lifestyles and shopping habits.
In early September 2025, Gap reported net sales of $3.7bn for the second quarter of fiscal 2025 – unchanged from the same period of the previous year.
Gap maintains 3,500 store locations across over 35 countries, including 2,486 company-operated stores.
