Gap to enter beauty market

It is also increasing its focus on accessories.

Gap Inc. has said it will expand into the beauty and personal care market and grow its accessories offerings as part of its strategy to boost sales and broaden its brand portfolio.

The company will begin testing beauty products at Old Navy this fall, rolling out curated assortments in 150 stores. Some locations will feature shop-in-shops with dedicated staff.

A larger rollout across Old Navy and other brands is planned for 2026.

Gap Inc. is also increasing its focus on accessories, building on an existing business that it sees as a natural complement to apparel and a strong driver of customer demand.

The moves come as the retailer looks to build on recent progress in strengthening its finances, brand relevance, and organisational culture.