Gap Inc has announced four new appointments to lead the strategic expansion of its beauty and accessories categories.

The company has named Deb Redmond as GM of beauty and Michele Parsons as GM of accessories, effective immediately. Redmond and Parsons will advance the strategy, product development, customer experience, and go-to-market execution across the portfolio of brands, reporting to chief business and strategy officer Eric Chan.

In addition, John Demsey and Reed Krakoff were appointed as executive directors of beauty and accessories, respectively, to help accelerate the company’s presence in these categories.

Redmond brings more than two decades of experience at Nordstrom, where she held senior leadership roles including SVP division merchandise manager for Beauty. Demsey is the former executive group president of Estee Lauder, having led and scaled global beauty brands such as Tom Ford Beauty and Mac Cosmetics.

Parsons brings deep product vision, merchandising expertise and P&L management across Kate Spade, Coach, J Crew, and Tommy Hilfiger. Krakoff was the creative chairman of John Hardy and strategic advisor for L Catterton.

According to Gap, beauty and accessories will serve as two new high-potential business categories, extending the reach of its brands and their ability to deepen connections with customers.

To grow its share of the US beauty and personal care market, the company will launch first with Old Navy, including an initial expansion of the brand’s curated, family-friendly assortment this fall in 150 stores. It plans to expand its offerings with an official beauty launch next year.

The company will also take a phased approach to expanding its accessories, building on existing success across handbags, jewelry, and leather goods.