:max_bytes(150000):strip_icc()/GettyImages-22085232341-67fac7f3a7f04eb4935033e7ecd3be56.jpg "E.l.f. Cosmetics Price Increase: Tariffs & $1 Hike")
E.l.f. Cosmetics Price Increase: Tariffs & $1 Hike
- Beauty plans to implement a $1 price increase on all its products beginning Aug.
- CEO Tarang Amin said retailers have responded positively to the announcement.He added that the company believes consumers will accept the price adjustment.
- Amin noted that this is only the third price increase in the company's 21-year history.
E.l.f. Cosmetics is set to raise prices by $1 across its entire product line starting August 1st, directly impacting consumers. This strategic move comes in response to escalating tariffs, primarily on goods imported from China, which are projected to cost the company a staggering $50 million annually. CEO Tarang Amin anticipates that both retailers and consumers will understand the need for this adjustment, despite potential sales dips predicted by CFO Mandy Fields amidst the current economic climate. With approximately 75% of E.l.f.’s production based in China and facing meaningful import taxes, the company is also looking to diversify its production locations. Stay informed about how this decision will affect your favorite products with News Directory 3.Discover what’s next for E.l.f. Beauty!
E.l.f. Beauty to Increase Prices Due to Tariffs
Updated May 29, 2025
E.l.f. Beauty plans to implement a $1 price increase on all its products beginning Aug. 1, citing the impact of tariffs. The company anticipates these tariffs, largely affecting production in china, to cost approximately $50 million each year.
CEO Tarang Amin said retailers have responded positively to the announcement.He added that the company believes consumers will accept the price adjustment. E.l.f.’s retail partners include Walmart, Amazon and target.
Amin noted that this is only the third price increase in the company’s 21-year history. He said that historically, consumers have been able to accept a $1 increase.
According to CFO Mandy Fields, E.l.f. is factoring in a potential decrease in sales due to the price change, given the current economic climate. Deutsche Bank analysts estimate the price increase could boost revenue by about 13%.
Approximately 75% of E.l.f.’s production is based in China. Exports to the U.S. have been subject to a 30% import tax since May 14, in addition to a 25% tariff implemented in 2019, according to Amin.
E.l.f.hopes to mitigate the financial impact by raising prices, diversifying production locations, and expanding its international business.
What’s next
E.l.f. Beauty will monitor consumer response to the price increase and continue to assess its supply chain and international market strategies.