To increase or not to increase: Beauty brands grapple with raising prices as tariff uncertainty continues

As the uncertainty of the long-term impact of global tariffs continues, brand and retail leaders are grappling with the decision of whether or not to increase prices. 

Last month, E.l.f. Beauty announced it will be raising its prices $1 per SKU starting August 1, equating to a staggering 33-50% price increase on its cheapest products. Meanwhile, Saie increased its prices between $1 -$4 on select products last week, a significantly lower increase based on Saie’s prestige price point. 

Both announcements were met with mixed reactions from customers on social media. Some praised the transparency, while other commenters questioned whether or not the increases were warranted. 

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