E.l.f. Beauty CEO Justifies Price Hike Amid Rising Tariff Costs

August 8, 2025 - 08:37

E.l.f. Beauty CEO Tarang Amin defended his company's decision to raise its prices during a Thursday interview with CNBC's Jim Cramer. The price increase, which amounts to $1, has been attributed to the mounting pressures from tariffs that have affected the overall cost of doing business. Amin emphasized that the decision was not made lightly, as the company has always prioritized affordability for its customers.

He explained that the rising costs of raw materials and shipping, largely driven by recent tariff policies, have necessitated this adjustment. Despite concerns about potential backlash from consumers, Amin expressed confidence that the brand's loyal customer base would understand the need for this change in light of external economic factors. He reassured viewers that E.l.f. remains committed to delivering high-quality products at accessible prices, even as they navigate the complexities of the current economic landscape.