BeautyNews

Old Navy Scales Beauty to 500 US Stores With a Fragrance-Led Cross-Selling Strategy

Old Navy Beauty Co. pairs seven custom scents with third-party beauty brands as the apparel retailer expands beyond its pilot toward a nationwide rollout.

Published: Sep 6, 2026 10:15 PM

By Ifrah Nadeem

BeautyNews

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BeautyNews

Old Navy Scales Beauty to 500 US Stores With a Fragrance-Led Cross-Selling Strategy

Image: Old Navy.

Old Navy is moving its beauty business beyond the pilot stage, bringing Old Navy Beauty Co. online and into 500 US stores, with a nationwide expansion planned by the end of September. For the apparel retailer, the opportunity is broader than launching another fragrance: it is making beauty part of a shopping trip customers already take for clothing and accessories.

From a Pilot to a Wider Beauty Assortment The retailer’s August 26, 2026 announcement outlines a mix of exclusive body care and selected third-party beauty brands. The ONBC range spans hair and body mist, body wash and body lotion, priced from $7.99 for 3-ounce products to $14.99 for 8-ounce products.

Old Navy names Jérôme Epinette as its fragrance-development partner. New scents Suede Embrace and Sorbet D’lish join Gourmand Thrill, Fresh Splash, Vanilla Crush, Floral Sweet and Amber Vibe.

That gives the collection seven scent options, with a named perfumer helping establish product credibility in a category outside the retailer’s apparel roots. The expansion builds on a smaller starting point.

Old Navy’s October 2025 pilot announcement specified 150 stores: 100 with expanded checkout displays and approximately 50 with shop-in-shops and dedicated beauty associates. The 2026 rollout retains both shop-in-shop and checkout-oriented formats…

Model holding an Old Navy Beauty Co. Floral Sweet mist bottle

Old Navy Beauty Co. Sorbet D’lish products styled with a handbag on a green background

Old Navy Beauty Co. Suede Embrace body wash held against a pink background

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