THE WHAT? Gap Inc. has confirmed the departure of former Estée Lauder executive John Demsey as the US fashion retailer enters the next phase of its beauty category expansion across its portfolio of brands.
THE DETAILS Demsey joined Gap Inc. in 2025 as Executive Director of Beauty, advising on the company’s strategy to develop cosmetics, fragrance and personal care as additional growth categories. During his tenure, Old Navy expanded its beauty offering, introducing approximately 40 third-party brands, including E.l.f. Cosmetics, Neutrogena and TonyMoly, alongside its own bath and body collection. Gap also relaunched its fragrance range with five scents inspired by its original 1994 collection. The company confirmed Demsey’s departure but did not disclose the circumstances or announce a replacement. Gap Inc. maintains that beauty remains a strategic growth opportunity, with the category delivering particularly strong performance through Old Navy’s checkout channels.
THE WHY? The departure marks a leadership change as Gap Inc. moves from developing its beauty strategy to expanding retail execution, reflecting growing competition among fashion retailers entering cosmetics and personal care. The company’s continued investment highlights the commercial potential of beauty as an additional revenue stream for established apparel businesses.
Source: WWD
