E.l.f Beauty reversing tariff price increases amid customer ‘suffering,’ sales drop and $49.4M loss
E.l.f. Beauty is reversing its recent price increases due to customer struggles amid rising gas prices. The company experienced a significant sales drop and a $49.4 million loss, prompting a reevaluation of its pricing strategy. E.l.f. plans to test lower prices on its products to better align with consumer needs during this challenging economic period.
- ▪E.l.f. Beauty is reversing tariff-fueled price increases to alleviate customer suffering.
- ▪The company reported a $49.4 million loss as of March 31, 2026.
- ▪E.l.f. plans to test lower pricing on its items to boost sales amid rising gas prices.
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Fashion & Beauty E.l.f Beauty reversing tariff price increases amid customer ‘suffering,’ sales drop and $49.4M loss By Asia Grace Published May 21, 2026, 1:06 p.m. ET See more of our coverage in your search results. Add The New York Post on Google Those inflated costs were elf-ing up business. Cosmetics and skincare company e.l.f. Beauty is finally giving beauty buffs a break, reversing its tariff-fueled price increases to quell the “suffering” of cash-strapped customers amid the gas crisis. “We’ve seen units drop off a bit more in the last few months as consumers have particularly been suffering with higher costs,” Tarang Amin, CEO of e.l.f., an acronym for “eyes. lips. face.,” told CNBC, referring to the recent surge in gas prices due to the Iran war. 4 E.l.f.
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