Old Navy Beauty Co. Launches $15-and-Under Line by Master Perfumer
Old Navy's Beauty Co. line, created by Robertet master perfumer Jérôme Epinette, offers seven scents in mists, lotions and washes — all under $15 at stores nationwide.
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The takeaway
- Every product in the Old Navy Beauty Co. line costs $15 or less and is available in stores nationwide and at Oldnavy.gap.com.
- The seven-scent collection spans three formulas — Hair and Body Mists, Hydrating Body Lotions and Comforting Body Washes — built for layering.
- The fragrances were created by Jérôme Epinette, master perfumer and Vice President of Perfumery at Robertet, using ingredients like oud, amber and patchouli.
No product in Old Navy's new Beauty Co. line costs more than $15, and every scent in it was composed by Jérôme Epinette, the master perfumer and Vice President of Perfumery at Robertet. That combination — a world-renowned nose at a fast-fashion price point — is the story of this launch.
The collection, now available in stores nationwide and online at Oldnavy.gap.com, spans seven scents across three formulas: Hair and Body Mists, Hydrating Body Lotions and Comforting Body Washes. The line arrives as Gap Inc. doubles down on beauty, having also recently revised the Gap Beauty fragrance collection. Deb Redmond, head of beauty for Gap Inc. and Old Navy Beauty Co. brand lead, frames the move as a logical step.
"Fragrance and body care felt like a very natural extension of how our customers already engage with Old Navy," Redmond says. "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."
A perfumer's pedigree at a mass price
Epinette is the key name here. The perfumer told Marie Claire that the assignment came with unusual latitude for a mass-market brief.
"I was able to have a lot of artistic freedom with this line," Epinette said. "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."
The seven scents run from gourmands to citruses to fruity florals, per Marie Claire's review by beauty writer Ariel Wilson, who tested every product in the line.
The formulas, ingredient by ingredient
The Comforting Body Washes share a base of glycerin, aloe vera and vitamin E. Glycerin acts as a humectant drawing moisture into the skin, so the body gets cleansed without being stripped. Aloe vera calms and hydrates, and vitamin E adds antioxidant benefits on top.
The Hydrating Body Lotions rely on hyaluronic acid to retain moisture and leave skin looking plumper, plus shea butter for deep nourishment. Coconut water adds hydration, and vitamin E acetate contributes additional antioxidant properties.
The Hair and Body Mists center on panthenol, or Pro Vitamin B5, an ingredient known for topical hydration. On hair, Wilson reports, it delivers conditioning, improved shine and some split-end mending — a point she flags as someone with dry, brittle hair who is normally skeptical of dual-purpose hair-and-body fragrances.
The mists, lotions and washes in matching scents are built for layering, with the body wash and lotion forming a base for the fragrance of the day.
Quality and accessibility, by design
Wilson's verdict is blunt: the formulas "genuinely feel much more expensive and luxe" than their sub-$15 prices suggest, and she calls the collection "more than worth adding to your routine." She rates it an "A+ launch all around."
Redmond says the quality-accessibility balance was the explicit goal of the development process.
"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."
For the beauty trade, the significance is clear: a Gap Inc. brand has put a Robertet master perfumer's compositions with oud, amber and patchouli on shelves at under $15 — a move that will test how far mass retailers can push prestige-level perfumery as the holiday fragrance season approaches.
Source: Marie Claire Beauty
Amara Osei
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Staff writer covering media and advertising at Eurasian Beauty Journal.
