In 2022, E.L.F. raised their prices with fair warning to their customers. It was a nice gesture on their part to take to social media (as well as via e-mail) and say hey, listen, grab your favs now because prices are going up. Well, here we are again. E.L.C. Cosmetics broke the news yesterday that prices are going up again as of August 1st.
Starting August 1st prices will be raised by $1. 75% of the current offerings are still $10 and under however, in a post on Instagram they shared that inflation and tariffs were hitting them hard but they were doing their best to keep quality high and prices as affordable as they can be. They also shared they’ll be keeping an eye on the tariff situation which to me means very little as once prices go up it’s rare they go back down.
E.L.F. joins a number of other brands who have increased prices as of lately due to the new tariff policy. Even Walmart announced that their prices would be adjusted depending the tariff rate increased. E.L.F. also announced news that they’d be purchasing Rhode for 1 Billion this week and I’m unsure if also, announcing price changes after such a big deal was shared is the way to go. But who am I to say?
This is our new normal in the beauty world. Not to mention paying more for less as well as formulas changing and not for the better. E.L.F. still remains a fairly affordable brand but we can only agree it’s not longer the dollar brand we grew up with. Long gone are the days where you could buy blush, eyeshadow, and more for a mere buck from E.L.F. I’m sure we’ll all miss those days.
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