In its last fiscal year, the beauty brand grappled with a roughly 55% tariff rate, which drove the need for price adjustments.
An article from
In its last fiscal year, the beauty brand grappled with a roughly 55% tariff rate, which drove the need for price adjustments.
Published May 28, 2026
Beauty products by E.l.f. cosmetics are seen on display at a Target store in Union Square on April 04, 2025, in New York City. E.l.f. plans to reverse some price increases that led to declines in unit volume.
Michael M. Santiago via Getty Images
E.l.f. Beauty raised prices by $1 last August to offset the impact of tariffs. It's now planning to walk back some of that amid a…
In August, E.l.f. Beauty took a $1 price increase across all E.l.f. SKUs as a response to tariffs and inflation. Announced today,…
In August, E.l.f. Beauty took a $1 price increase across all E.l.f. SKUs as a response to tariffs and inflation. Announced today,…
E.l.f. Beauty sources about 75% of its products from China and the cost of new tariffs is weighing on its bottom line.
After the company cut the price of e.l.f.'s Halo Glow skin tint from $18 to $14, sales picked up nearly 40%.
E.l.f. Beauty CEO Tarang Amin defended his company's decision to raise its prices in a Thursday interview with CNBC's Jim…
