E.l.f. Beauty reverses tariff price hikes after sales and unit volume fall

E.l.f. Beauty built its market position as a value-oriented cosmetics brand, competing on low price points relative to prestige rivals. When the Trump administration imposed broad tariff increases affecting goods sourced from China - where E.l.f. manufactures a significant portion of its products - the company passed some of those costs to consumers through selective price hikes. The reversal reflects a difficult position facing multiple consumer goods companies: tariff-related cost pressures remain in place, but weakening demand has made price increases harder to sustain. E.l.f.'s unit sales decline suggests shoppers responded by reducing purchases rather than absorbing the higher prices.