A BELOVED cosmetics brand that sells products at retail giants like Walmart has confirmed a significant change.
The update begins later this summer, and consumers will see the effects on their favorite makeup selections.
GettyA beloved cosmetics brand is making a major change (stock image)[/caption] elf Beauty/InstagramShoppers who buy from elf Beauty were warned earlier this month[/caption]Increased prices on all products from the $5.2 billion company, elf Beauty, will begin on August 1, per an Instagram post.
“Dear e.l.f.ies, let’s talk,” a caption read.
“We know things are tight rn, and the fact that you keep choosing us? Major feels.”
Except, elf Beauty noted that costs would be even tighter soon, citing inflation and President Donald Trump’s reciprocal tariffs as direct causes.
“Not gonna lie, inflation and tariffs are hitting us hard,” it explained.
“Bringing you the best of beauty is getting more $$$, so in August our prices will go up by $1.”
The cosmetics brand emphasized that it would keep the “quality high” and the prices as “e.l.f.fordable” as possible, along with its commitment to clean, vegan, cruelty-free products.
It was also noted by elf Beauty that retailers like Walmart may have price increases of their own based on the evolving economic landscape that the company could not control.
“Retail prices are at the sole discretion of the retailer,” it wrote.
Despite what retailers do, consumers will still face an uptick of at least $1 on elf Beauty products.
HAD ENOUGH
Some were outraged at elf Beauty’s announcement.
“Your CEO made $8.5M last year, we are starving and struggling,” a longtime elf Beauty customer commented.
“I’m happy to see the transparency rather than doing this silently, but let’s not pretend that this huge corporation can’t eat the cost instead of raising prices on one of the most affordable makeup options we have.”
“$1 is a slap in the face,” they snapped.
What items will be affected by the tariffs?
AMERICANS should prepare to see significant prices changes on everything from avocados to cars under President Donald Trump's new global tariffs.
Here is a list of some of the everyday products that could see a massive price tag surge.
Coffee Tea Bananas Foreign-made cars Sneakers Furniture and other home goods Pharmaceuticals Video games Clothing Toys Washers and dryers Avocados Housing materials“Corporate greed but make it cute,” another remarked.
“Love the transparency, but I miss the days you were $1, $2, and $3 product company,” someone else wrote with a crying emoji.
LOYAL TO THE END
Still, elf Beauty received support from several others, who noted they would continue purchasing products despite the uptick.
“This is so thoughtful! Love the transparency, brands like you are rare!!!” a shopper said.
“Will still be purchasing! Love your products,” another echoed.
The company also emphasized that 75% of its products remain at $10 or less despite the $1 increase.
That includes the Glow Reviver Lip Oil, Cream Glide Lip Liner, Hydrating Camo Concealer, and Brow Lift.
At least five grocery items are also expected to spike in cost later this year.
A breakfast essential is set to have some of the highest increases, and experts revealed the crucial reasons why.
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