I Tested Every Product From the New Old Navy Beauty Co. Collection—Here's What's Worth Trying
Our take
The democratization of luxury is a fascinating trend reshaping the beauty landscape, and Old Navy’s foray into fragrance with their new Beauty Co. collection feels like a significant marker in that evolution. For years, the world of fragrance has been largely segmented – the accessible, mass-market options on one side, and the highly curated, often prohibitively expensive, niche perfume world on the other. The latter, as explored in Stylish People Are Already Swapping Their Summer Perfumes for This Sophisticated Autumn Note, is increasingly driven by a desire for unique olfactory experiences, a move away from ubiquitous scents toward something more personal and expressive. Old Navy’s entry, then, isn’t about replicating niche artistry; it’s about bringing a degree of sophistication and considered fragrance creation to a broader audience, capitalizing on a growing consumer appetite for elevated experiences without the premium price tag. It's a strategic move, recognizing that fragrance is increasingly a form of self-expression, not just a finishing touch. We’ve seen similar shifts in other categories, and the fact that this is happening within Old Navy's universe – a brand synonymous with everyday affordability – is particularly noteworthy.
The article’s testing reveals a promising foundation, suggesting that Old Navy has actually consulted with fragrance experts and invested in quality ingredients, rather than simply churning out generic scents. This is crucial. Consumers are more discerning than ever; they’re not easily fooled by clever marketing alone. The success of brands like Glossier, which prioritize transparency and understated elegance, demonstrates the power of authenticity. And the rising popularity of niche fragrances, highlighted in Hailey Bieber’s Favorite New York City-Based Perfume Brand Has the Best Fall Fragrances, proves that there's a substantial market willing to invest in carefully crafted scents with compelling narratives. Old Navy’s Beauty Co. aims to tap into that desire for a curated experience, even within a more accessible price point. The fact that they're entering the market at a time when consumers are actively seeking out autumnal fragrances – as detailed in I’m Scenting My Apartment With the 10 Best Fall Candles – further underscores the timeliness of their launch. The seasonal alignment is a smart way to capture immediate interest.
The broader implications extend beyond just Old Navy. This move signals a potential shift in how larger retailers approach beauty, moving beyond simply stocking popular brands to developing their own lines with a greater emphasis on quality and curation. It challenges the traditional luxury model, where exclusivity is maintained through high prices and limited availability. Instead, Old Navy is experimenting with accessibility, suggesting that a refined aesthetic and thoughtful formulation don't necessarily require a five-figure price tag. This could lead to increased competition within the fragrance space, forcing established luxury brands to re-evaluate their pricing strategies and consider ways to engage with a wider range of consumers. The potential for a ripple effect throughout the entire beauty industry is undeniable, with other mass-market retailers likely taking note and exploring similar opportunities.
Ultimately, the success of Old Navy’s Beauty Co. hinges on its ability to maintain a consistent level of quality and authenticity. Will they be able to sustain this focus beyond the initial launch? Can they avoid the pitfalls of trend-chasing and instead cultivate a loyal following based on genuine appreciation for their fragrances? The fragrance world is notoriously fickle, and consumer preferences evolve rapidly. It will be fascinating to observe how Old Navy navigates this dynamic landscape and whether they can establish a lasting presence in a space historically dominated by established players. The question now is: will this democratizing force inspire other retailers to challenge the status quo, or will Old Navy's experiment prove to be a fleeting moment in the ever-changing world of scent?
The world of fragrance is constantly evolving, now more than ever it seems. In the past two years, I’ve gone from being just a casual consumer of all things perfume to a die-hard obsessive, with a rather healthy collection of niche scents to show for it. Still, as I adjust my beauty routines for the upcoming fall and winter months, I’ve found myself reaching for simpler, more minimalist scents that are the definition of crowd-pleasing. The latest on my nightstand? The newly launched Old Navy Beauty Co.
“Fragrance and body care felt like a very natural extension of how our customers already engage with Old Navy,” says Deb Redmond, head of beauty for Gap Inc. (which also recently revised the Gap Beauty fragrance collection) and Old Navy Beauty Co. brand lead. “They’re personal, playful, and they’re everyday essentials that fit naturally into routines. You can find a scent you love, layer it, switch it up, and make it your own.” I’ve been particularly drawn to the gorgeous use of sophisticated notes in each line, which makes sense, given that the scents were created by one of my favorite noses, Jérôme Epinette.
“I was able to have a lot of artistic freedom with this line,” Epinette told me in a recent sit-down. “The challenge for me was really taking the exquisite ingredients that I love to use, like oud, amber, and patchouli, and bringing them to a wider and more accessible audience.” If I do say so myself, he nailed the brief, and you’ll be agreeing once you get your hands on these products, too.
There are seven scents to choose from in the Old Navy collection, and alongside the body mists, there are also body washes and lotions, which make for easy layering in the shower (and a fantastic base for your subsequent scent for the day). The full Old Navy Beauty line is available in stores nationwide and online at Oldnavy.gap.com, and I’ve gone ahead and reviewed each scent and formula to make shopping easy right from the comfort of your home. Whether you’re a fragrance snob like I am or simply love to collect perfume, there’s a product here for everyone.
What Scents Are In Old Navy Beauty?
There are seven scents to choose from in this collection, ranging from gourmands to citruses and even fruity florals. Each scent and its corresponding notes are as follows:
- Gourmand Thrill: Toasted Pistachio, Creamy Coconut, Salted Amber
- Fresh Splash: Juicy Pear, Salty Beachwood, White Woods
- Vanilla Crush: Seductive Vanilla, Tonka Bean, Warm Woods
- Floral Sweet: Crushed Raspberry, Sensuous Amber, White Patchouli
- Amber Vibe: Italian Mandarin, Golden Oud, Sundried Amber
- Suede Embrace: Jasmine Blossom, Sheer Amber, Wild Honey
- Sorbet D’lish: Dazzling Passionfruit, Frosted Pineapple, Peach Blossom
What Products Are In the Old Navy Beauty Collection?
There are three formulas in this line: Hair and Body Mists, Hydrating Body Lotions, and Comforting Body Washes. While each scent is different, the base ingredients in each product are the same.
For the Comforting Body Washes, expect to see ingredients such as glycerin, aloe vera, and vitamin E throughout the line. Glycerin acts as a humectant that draws moisture into the skin, which allows the body to be cleansed without being stripped of moisture. Aloe vera simultaneously calms and hydrates the skin, and vitamin E doubles down on the hydration that the aloe provides, while also providing antioxidant benefits.
The Hydrating Body Lotion included hyaluronic acid, which helps to retain moisture, which in turn leaves your skin looking more plump. Shea butter deeply nourishes and further softens, while coconut water and vitamin E acetate add hydration and additional antioxidant properties to the formula, respectively. As someone whose skin can be a little temperamental at times, I love to see these types of nourishing ingredients from an affordable body care collection.
I’m often pretty skeptical of fragrances that claim to work for both hair and body, but there is a star ingredient in this version from Old Navy that made me jump in headfirst to test: Panthenol (Pro Vitamin B5). This ingredient is known for being a hydration superhero when applied topically. For your hair, expect similar results, plus conditioning, improved shine, and even a bit of split-end mending. In short, if you have dry, brittle hair as I do, this mist won’t make it worse and will simultaneously make your strands smell phenomenal.
Is the Old Navy Beauty Co. Line Worth It?
No product in the line costs more than $15, and the formulas genuinely feel much more expensive and luxe, which leads me to conclude that the Old Navy Beauty Co. collection is more than worth adding to your routine. (Where else can you get fragrances created by a master perfumer for such a low entry point?) This collection launch perfectly straddles the line between quality and accessibility, something that Redmond was keen on with its development.
“We wanted to bring an exceptional level of fragrance expertise to Old Navy, and Jérôme is the perfect partner for that,” she says. “He’s a world-renowned perfumer with decades of experience, and Old Navy gave him the creative freedom to work with premium ingredients and create custom compositions that put a fresh spin on recognizable notes like vanilla and sandalwood. He has such an elevated point of view, but also understood that these fragrances needed to feel approachable, wearable, and fun.” In my eyes, this is an A+ launch all around.
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