e.l.f. CEO says customers were ‘quite positive’ about the beauty giant raising prices due to tariffs: ‘We’re not trying to pull anything over on anyone’

• The Budget Beauty Gitiant Elf recently announced Plan to increase its cost of products by $ 1 due to tariffs. CEO said Taran wealth Customers react positively in advertising. “This is exactly what we face, and they understand,” he said. The increasing price is a certain strategies of torrent-use by the firmness that the company has been given the uncertainty of tariffs.

As companies are for the effect of tariffs by passing the extra cost of consumers, not all businesses have taken careful shoppers.

After the Budget Beauty Gtiant Elf announced that it raises prices because of its customers, its customers are grateful, according to the CEO torment.

“Excessive response is very positive from our community. They appreciate [that] Elf is always transparent, “Am told wealth. “We don’t try to pull anyone. This is exactly what we face, and they understand.”

Elf announced this week planned the Lift prices of its products by $ 1, start August 1.

“Bringing you the best in beauty increases the $$ Instagram caption about price increase. “We’re going on [eye] in tariff conditions as it develops. “

In the early months of President Donald Trump’s second term, the consumer sentiment dropped its lower level since 2021 as a result of uncertainty at the tariff. In April, Consumer trust changes After dealing with Trump Trade in China lowers taxes from 145% to 30%.

The future of tariffs continues to be kept in uncertainty. The US court in international trade Trump’s Tariffs BlockedWednesday’s rule The White House has no authority to impose the flowing economic penalties. Elf didn’t answer wealthRequest request for commentary on any changes to be given in court judgment. The company did not give a fiscal of 2026 guidance of the fourth quarter and full income of Fiscal 2024 on Wednesday due to an unexpected tariff. Elf posts $ 332.6 million in quarterly net sales, a 4% year-year-old, as well as a year of year-old development yearly $ 1.3 billion.

How Elf Managing Tariffs

The price increase is a few methods of elf dismissal implementing to overcame the effects of tariffs. Since 2019, after Trump’s Tariffs of Trump in China in his first term, Elf began to transfer some of its supply chains away from chinawhere it used to have about 100% of it. Now, Elf has about 75% of China’s supply chain, according to us, but the company does not plan to fully develop operations there.

“We don’t look like some companies say that they are 100% out of China,” we said. “We have been delivered to our team and our suppliers there, and we want to continue in the long term association we developed in years that gave us the good we saw.”

However, Elf has a range of production in China, Europe, Thailand, and US, with us, with intent to continue expanding US production. Hailey Bieber’s Breather Rhode, just Elf got in a $ 1 billion dealThere is much to do this in South Korea and Italy.

The company also depends on its international needs, the fastest growing part of the business, according to us.

“You will find a globally core supply chain for us, the main purpose of learning the global needs of the consumer we see for our brands,” he said.

Elf will use the communication style about internal tariffs ramifications. The Company gave 600 reasons for workers when hired, as well as new grants each year, the staff’s staff has direct stakes for Tariff employees, the mainstone officer of Elf Scott Scott Milstten told wealth In the last month.

“Our overshare is different,” said Milsten. “So while it’s time I think you can find companies withdrawing silence, we’re totally going to another way.”

This story originally shown Fortune.com

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