Glampton isn’t slowing down after reaching $1 million in first-year sales and growing 40% year over year.
The brand is landing in Old Navy stores this month as part of the Gap Inc.-owned apparel retailer’s beauty initiative. Founded in 2024 by beauty industry veteran Lori Waiser in partnership with professional salon distributor Pro’s Choice Beauty Care, Glampton will feature its disposable washcloths and sleep sets in Old Navy’s new “Beauty Must Haves” merchandising concept alongside Garnier, Mario Badescu, Skin Gym, Neutrogena and Aveeno.
Waiser launched Glampton after a career at companies such as Bobbi Brown, Chanel and Barneys New York, aiming to bring prestige-inspired beauty products to consumers at accessible prices. One of its breakout products has been disposable washcloths, which Waiser describes as among Glampton’s most viral items.
The brand sells affordable, trend-driven beauty accessories and self-care products, including its $10 disposable washcloths, $19.99 satin sleep sets, $14.99 shimmer fragrance mists and body oils and lip treatments priced from $5 to about $10. Its customer base overlaps with Old Navy’s target consumers of women and families seeking affordable indulgences.
“I took everything I learned in the prestige world of beauty and I brought it into value,” says Waiser. “Partners like Old Navy really get it because we deliver trend-forward, high-quality beauty products that feel premium without the premium price tag.”
Glampton’s Old Navy entrance comes as Gap is making a renewed push into beauty. In September 2025, the company outlined plans to build beauty into a new business category, beginning with Old Navy and an initial rollout to 150 stores. Glampton is launching in 45 of Old Navy’s highest-volume locations and could expand further as the retailer continues to build out its beauty assortment. Beauty is slated to roll out to Old Navy’s full fleet of more than 1,200 stores by the end of the year.
Old Navy’s beauty strategy has combined proprietary products with third-party brands from the outset. Piloted in 150 stores last fall, in-house beauty brand Old Navy Beauty Co. encompasses haircare and body care products priced from $7.99 to $16.99. The retailer has simultaneously expanded its assortment of outside beauty brands spanning skincare, haircare, bath and body care, makeup and nail care.
In Gap’s first-quarter earnings call, CEO Richard Dickson says beauty can account for 5% to 20% of sales at fashion retailers that carry it and could become a meaningful contributor to the company over time. According to an estimate in Business of Fashion, Gap’s prior beauty line generated between $200 million and $300 million in 1996 retail sales, accounting for 6% of its overall revenue for the year.
“I took everything I learned in the prestige world of beauty and I brought it into value.”
However, apparel retailers have had mixed results with beauty. The category is often viewed as a high-margin basket builder and catalyst for impulse purchases, but assembling a compelling assortment requires expertise across multiple product categories, rapid product innovation and a level of authority that consumers don’t automatically grant fashion retailers. Gap executives have described beauty as a “test-and-learn” initiative, with Old Navy experimenting with assortments, pricing and merchandising before the full-fleet commitment.
Gap is re-entering beauty from a position of strength. Under Dickson’s leadership, the company has posted nine consecutive quarters of positive comparable sales and returned to consistent growth. He has sought to make the company’s brands more culturally relevant through advertising, collaborations and creative talent, including Hailey Bieber’s sold-out denim collection and the appointment of Zac Posen as creative director across Gap, Old Navy, Banana Republic and Athleta.
In the first quarter ended May 2, Gap’s net sales rose 1% to $3.5 billion, and comparable store sales increased 2%. Old Navy, the company’s largest brand, recorded 1% sales growth and 1% comparable-sales growth, while the Gap brand delivered a standout quarter with sales and comparable sales both up 10%.
With beauty trends accelerating quickly, Glampton has a quick product development cycle. Waiser says it develops new products on a monthly cadence and is focused on creating franchises around hero products rather than chasing one-off launches. Looking ahead, Glampton expects to enlarge its range of hair accessories and launch its priciest product to date, a $120 U.S. Food and Drug Administration-approved LED face and neck mask, in January. It’s also preparing a K-Beauty skincare collection expected to debut in early 2027.
