Old Navy to Launch Beauty Departments in Stores

Gap Inc. will add beauty products to Old Navy stores nationwide, creating a new revenue stream and transforming the shopping experience.

Gap Inc. is making a huge play that's about to change how we shop at Old Navy. They just announced they're rolling out full-blown beauty sections in stores across the country starting this fall. And we're not talking about a small display next to the registers; they're building dedicated 300 to 500 square foot areas they're calling "Beauty Studios." These spots will carry everything from well-known drugstore brands to up-and-coming independent labels in skincare, makeup, and hair care.

This move is super strategic they're going after their main crowd of millennial and Gen Z shoppers who already love Old Navy for cheap and cheerful fashion but have to go somewhere else to pick up their favorite moisturizer or mascara. Gap Inc.'s CEO, Richard Dickson (the guy who famously turned the Barbie brand around), put it pretty plainly: "This is about becoming a one-stop lifestyle shop. Our customers are looking for convenience and well-edited choices, and beauty is a natural fit for how they already use Old Navy to show off their personal style."

The real story here is about data and dollars. Old Navy has a goldmine of information on what their shoppers like and how they spend. By adding beauty, they’re not just selling new products they’re keeping people in the store longer, increasing how much they spend per trip, and learning even more about what their customers want. It’s a smart, if ambitious, way to stay relevant in a tough retail world.