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’

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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’

fortune.com/2025/05/29/elf-ceo-raising-prices-customers-tariffs-china

Budget beauty giant e.l.f. recently announced plans to increase the cost of its products by $1 due to tariffs. CEO Tarang Amin told Fortune customers have reacted positively to the announcement. “This is exactly what we’re facing, and they understand,” he said. Increased pricing is one…

This story appeared on fortune.com, 2025-05-29 15:31:46.