Elf Beauty’s Comeback Hinges on Navigating Tariff Threats
- Cosmetics company is raising some prices after latest round
- Elf is taking a conservative approach to guidance, CEO says
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Elf Beauty Inc. opted to absorb the first tariff hit of 10%. When that rose to 25%, the company started raising prices. Now, with talk of a third round on the horizon, Elf is watching and waiting.
The Oakland, California-based cosmetics company, which bills itself as an affordable and cruelty-free maker of beauty products, is in the process of hiking prices on about a third of its goods, Chief Executive Tarang Amin said in an interview. So far, the increases have only been implemented on Elf’s website, but will spread to all retailers over the next few months, he said.