A Top Beauty Brand Just Admitted Its Recent Price Hike Backfired—Here’s What It’s Doing in Response

Last year, E.l.f. Beauty confidently raised prices by $1 to offset tariffs. Now, a sudden drop in sales is forcing the company to make a strategic reversal.

BY AMAYA NICHOLE, NEWS WRITER

Less than a year after raising prices to offset tariff-related costs, E.l.f. Beauty is reversing course, announcing plans to reconfigure its pricing strategy.

In August 2025, E.l.f. implemented price increases by $1 across all of its products. At the time, CEO Tarang Amin was confident in the decision. Speaking to CNBC, he cited 98........

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