Owner of brands like Old Navy, Banana Republic and Athleta, Gap Inc is foraying into the beauty industry.

The company will soon launch a pilot program this fall in 150 Old Navy stores, offering customers a curated selection of beauty and personal care products. Some of these stores will have dedicated beauty sections with trained staff.

Gap Inc. plans a full-scale launch in 2026, including expanding the beauty business at Old Navy and creating new product lines for its other brands.

This move follows Gap Inc's recent revitalization under the leadership of Richard Dickson, CEO who has improved the company's relevance and financial performance. The company is also expanding its accessories business after a strong customer response. For example, Old Navy recently released its first handbag line, designed by Zac Posen, Executive Vice President and Creative Director, Gap Inc.