Old Navy is officially staking its claim in beauty.

One month after parent company Gap Inc. revealed it would expand into beauty and accessories via Gap and Old Navy to start, the latter has begun rolling out its debut assortment in-store.

Old Navy’s beauty play includes both a new, in-house line called Old Navy Beauty Co., as well as a merchandised assortment of skin, body and hair care products from more than 40 brands including E.l.f. Cosmetics , Neutrogena, Skin Gym, K-beauty brand TonyMoly and more, all priced under $25.

Both the private-label line and the wider retail assortment will be available in 150 Old Navy stores to start, with 45 of those stores featuring dedicated beauty shops-in-shop. Products will otherwise be available via checkout lane “grab-and-go” displays, wit

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