E.l.f. Cosmetics Plans $1 Price Hike from August Over Tariffs

E.l.f. Beauty announced it will increase prices by $1 on its products starting August 1, citing rising costs due to inflation and tariffs on Chinese imports as the primary reasons. Approximately 75% of its products will remain priced under $10, maintaining its reputation for affordability despite the hike. The company, which produces about 75% of its goods in China, faces a 30% import tax on top of previous tariffs, increasing costs by an estimated $50 million annually. CEO Tarang Amin highlighted that this is only the third price increase in the company's 21-year history and that consumers have historically accepted such a $1 increase. Analysts view the price increase positively, noting that e.l.f.'s average unit price remains lower than many mass-market peers, though ongoing tariff uncertainties persist amid evolving U.S.-China trade relations. The company continues to monitor tariff developments while aiming to balance cost pressures with quality and value for consumers.