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Elf Beauty Raises Prices by $1 Starting August 1
ByAinvest
Friday, May 23, 2025 4:54 pm ET1min read
Elf Beauty announced price increase of $1 starting August 1, citing the evolving tariff situation. Despite the price hike, the company remains committed to keeping prices e.l.f.fordable, with 75% of products staying under $10.
e.l.f. Beauty, Inc. (NYSE: ELF) has announced a price increase of $1 per product, effective August 1. The decision comes amidst the evolving tariff situation and the company's commitment to maintaining affordable pricing. Despite the increase, 75% of e.l.f. Beauty's products will remain under $10.The company cited the recent changes in tariff policies as a contributing factor to the price adjustment. e.l.f. Beauty, a holding company that specializes in inclusive, accessible, clean, vegan, and cruelty-free cosmetics and skincare products, has been closely monitoring the impact of tariffs on its supply chain and pricing strategy.
The price increase, while significant, is part of the company's ongoing efforts to balance cost and affordability. e.l.f. Beauty has been a favorite among investors due to its strong market position and high growth potential. The company focuses on e-commerce, national retailers, and international business channels, with brands including elf, elf skin, WELL People, and KEYS soulcare.
In recent months, the company has seen a surge in analyst interest, with multiple research firms updating their price targets and ratings. For instance, UBS Group recently increased its price target to $84.00, while Robert W. Baird boosted its target to $100.00 and gave the stock an "outperform" rating [2].
The company's strong financials and market position have also attracted significant institutional investment. As of the fourth quarter of 2024, hedge funds and other institutional investors owned 92.44% of the company's stock [2].
e.l.f. Beauty's price increase is a strategic move to adapt to the changing market conditions. The company remains committed to providing high-quality, affordable products to its customers while navigating the complexities of the global tariff landscape.
References:
[1] https://news.bloomberglaw.com/international-trade/trump-threatens-25-tariffs-on-apple-if-iphones-not-made-in-us
[2] https://www.marketbeat.com/instant-alerts/ubs-group-increases-elf-beauty-nyseelf-price-target-to-8400-2025-05-21/
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