By  on August 7, 2019

Things are looking up at E.l.f. Beauty, though the company has had to raise prices on about one-third of its products because of tariffs.

Chief executive officer Tarang Amin said the brand, which does a large part of its manufacturing in China, was about to skirt around price increases last year when tariffs were 10 percent, but that the hike to 25 percent has led to the company taking a “balanced approach” to price increases. That means that instead of the “peanut butter” approach, E.l.f. is selectively raising prices on items where it makes sense. Prices have already increased on the brand’s website, he said, and will increase across retail partners over the course of the next month.

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