E.l.f. Beauty to walk back some tariff price increases amid high gas prices and consumer 'suffering'

Beauty products by e.l.f. cosmetics are seen on display at a Target store in Union Square on April 4, 2025 in New York, New York. U.S. Michael M. Santiago | Getty Images E.l.f. Beauty is planning to walk back some of the tariff-fueled price increases it implemented less than a year ago after the retailer has seen a slide in demand that's ramped up in recent months as consumers contend with higher gas prices.

E.l.f. Beauty to walk back some tariff price increases amid high gas prices and consumer 'suffering'. Beauty products by e.l.f. cosmetics are seen on display at a Target store in Union Square on April 4, 2025 in New York, New York. U.S. Michael M. Santiago | Getty Images E.l.f. Beauty is planning to walk back some of the tariff-fueled price increases it implemented less than a year ago after the retailer has seen a slide in demand that's ramped up in recent months as consumers contend with higher gas prices. "Whenever you take a price increase that's that big, you're going to see unit degradation, but I would say we've seen units drop off a bit more in the last few months as consumers have particularly been suffering with higher costs," CEO Tarang Amin told CNBC in an interview. "So it's one of the reasons why we want to reinforce the val...