elf prices to go up and reasons for the price increase
elf reported that “due to tariffs, the prices are to go up. They are increasing the price of all products by $1. Right before Rhode the skincare and cosmetics brand owned by Hailey Bieber announced their $1B deal with elf. This price increase is forecast for August 1st 2025.
I use use quiet a bit of elf cosmetics. For me its a brand favorite with its Leaping bunny Cruelty-free certification and affordability. And its vegan as well.
Not that elf needed to acquire Rhode beauty with their skincare and cosmetics. Any celebrity brand in its prime is going to cost a pretty penny, in Rhodes case 1 Billion.
A couple years ago elf acquired Naturium skincare brand for $355 million in a combination of cash and stock. Naturium’s focus on effective and affordable skin care matches E.l.f.’s Beauty’s mission and vision. Naturium’s skincare price point is an average of $18 with many being lower.
Bieber will continue to operate as the brand’s chief creative officer and head of innovation and serve as a strategic adviser to both companies elf and Rhode.. I’m sure that will exact a hefty price as well.
So saying the price $1 per product hike comes due solely because of tariffs isn’t exactly believable. That Bieber money has to come from somewhere.
