Budget beauty brand e.l.f. is raising prices: "Tariffs are hitting us hard"
Beauty brand e.l.f., a favorite of GenZers and Gen Alpha for offering high-quality “dupes” of expensive skincare and makeup products at a fraction of their cost, is raising prices.
The brand said via an Instagram post on Friday, “Not gonna lie. Inflation and tariffs are hitting us hard….so in August our prices will go up by $1.” Still, it said 75% of its products will remain under $10.
E.l.f Beauty’s CEO, Tarang Amin, told analysts last year that about 80% of the brand’s products are produced in China.
The vegan and cruelty-free affordable beauty line (whose name stands for eyes, lip, face) is famous for its consistent string of viral TikTok videos and surprise collaborations, such as its limited-edition makeup collection inspired by Dunkin’s coffees and donuts and another limited-time offering for which it partnered with Chipotle for a makeup line inspired by ingredients on the restaurant chain’s menu. That collection sold out in 72 hours.
In 2020, e.l.f. Beauty announced the launch of Keys Soulcare, a beauty and lifestyle brand created by Alicia Keys.
This isn’t the first price increase for the brand. E.l.f. Beauty upped prices in 2022 on some product by $1, citing rising production and shipping costs.