With tariffs looming, fashion and beauty brands weigh passing on costs to customers

The Australian swimwear brand Bydee has enjoyed wonderful growth in the U.S. over the last few years. Launching in Australia in 2013 and expanding to the U.S. in 2020, Bydee has seen its American sales grow 500% since 2022. The U.S. now makes up more than half of Bydee’s revenue.

But now, that growth has a new challenge. On the evening of February 6, Bydee took to its Instagram to post an update for customers, where it has more than 480,000 followers. Due to the strict tariffs imposed on imports to the U.S., Bydee announced that it would be implementing duty costs to its online checkout. It’s a solution Bydee founder, CEO and creative director Dessy Hairis tried to avoid. Bydee ships most of its product from Australia, a country not directly targeted by Trump’s tariffs but one of many countries caught in the crossfire between the U.S. and China.

“After exploring every possible way to absorb these costs, we’ve had to make the decision to turn on duties at checkout,” Hairis wrote in the post. “At Bydee our commitment is always to remain transparent. Please know that we’re actively working on a long term solution to make this a temporary adjustment and not a permanent change.”

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