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ELF Beauty Rolls Back Tariff-Driven Price Increases as Consumer Demand Softens

ELF Beauty is reversing some tariff-related price increases implemented last August as unit sales decline accelerates amid consumer spending pressure. The cosmetics company raised prices by $1 across its entire product line last August but now plans selective price reductions to reinvigorate demand. A $4 price cut on its $18 Halo Glow skin tint generated nearly 40% sales lift, demonstrating price sensitivity among shoppers struggling with elevated costs. CEO Tarang Amin said the company will test additional price cuts on select product families to strengthen its value positioning. The moves come as ELF reported fourth-quarter fiscal earnings that exceeded Wall Street expectations on revenue and earnings per share, though forward guidance disappointed investors.