Gap, Old Navy Turn to Industry Heavyweights for Beauty Lines

Gap has hired one of beauty’s heavy hitters for its upcoming cosmetics, fragrance and skincare lines, The Business of Beauty has learned.

According to sources, John Demsey, previously of the Estée Lauder Companies, has been working with the company in a strategic consulting role.

Gap declined to comment, while Demsey did not respond to a request for comment.

Gap, the parent company of its namesake line, affordable fashion retailer Old Navy and contemporary line Banana Republic, announced on Thursday it would debut a curated assortment of beauty and personal care products in its stores. The Wall Street Journal first reported the news. The Old Navy offering will include skin, hair, nail and cosmetics products predominantly priced under $25, and Gap will add beauty products beginning with fragrances next year.

According to sources, Maesa has been tapped to produce the Old Navy assortment; the incubator continues to hold the licence for Banana Republic’s fragrances. The company, however, will not be involved with the Gap’s forthcoming line; Give Back Beauty previously held that licence as recently as September 2024. A number of distributors and creative agencies are in talks with the company to reimagine the line.

Maesa and Give Back Beauty did not respond to requests for comment. Demsey has been involved in an array of beauty ventures since leaving Estée Lauder Companies in 2022. Most recently, he was tapped by Violet Grey’s Cassandra Grey and Sherif Guirgis to relaunch luxury skincare brand Poiret and has been an advisor for private equity firm L Catterton.

In addition to own-brand products like body and hair mists, Old Navy will also stock trendy K-Beauty brands like TonyMoly and Mixik, building on its current small offering from the likes of E.l.f. Beauty and Burt’s Bees.

Gap’s foray into beauty has outsize potential. Young shoppers are especially enthusiastic about beauty products; trending items like perfume mists, lip balms and hand sanitisers are natural impulse purchases and an easy way for retailers to expand their overall basket size. Even lower-priced brands still have comfortable margins due to lower manufacturing costs, and Gap and Old Navy’s assortment will likely be cheaper than much of what’s offered at the likes of Sephora and Bluemercury.

As Gap’s stock rose up to 6 percent on Thursday, would-be competitors like Ulta Beauty, known for its high-low mix, fell.

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Editor’s Note: This article was amended on Sept. 5 2025, to clarify that Maesa is producing the Old Navy line, not taking over the licence from Tru Fragrance.