Gap to Offer Beauty and Personal Care Products, Shares Rise

Gap is expanding into the beauty and personal care segment this fall, including products sold under the Old Navy brand.

The move aims to diversify revenue streams beyond apparel amid tariff costs and muted demand. Shares rose 2.4% after the announcement. The rollout will start at 150 Old Navy stores, offering skincare, makeup, hair products, and nail polish priced under $25.

Gap plans to introduce beauty products at its Gap-branded stores in 2026 and expand its accessories business. Last month, Gap reported lower sales due to a slowdown in discretionary spending and warned of tariffs impacting margins.