e.l.f. Cosmetics is dropping prices after tariff increases. The brand noticed a dip in sales after it raised its prices by $1 per product due to tariffs—which e.l.f. and a handful of other beauty brands actually sued the Trump administration over. But after cutting the price of their Halo Glow Skin Tint from $18 to $14, they saw a 40% increase in sales across retailers and TikTok Shop. So, they decided to go all in on a new pricing strategy and minimize prices on other products. It’s unclear which products will see similar price cuts or if the changes will also apply to e.l.f.-owned names like Rhode and Naturium. But YPulse data shows that e.l.f. is the top beauty brand for Gen Z women and it’s likely that even with one change, loyal fans will take note that other big beauty names are not doing the same to curb prices post-tariff panic. (Allure)
👀 Read more from YPulse: The Top 10 Beauty Brands According to Gen Z Females
