product · May 21, 2026
e.l.f. Beauty Implements Pricing Changes and Tests Reductions on Halo Glow Skin Tint
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e.l.f. Beauty implemented a $1 price increase across all e.l.f. brand SKUs in August 2025 in response to tariffs and inflation. In a May 20, 2026 earnings call, the company reported testing a price reduction of Halo Glow Skin Tint from $18 to $14, resulting in a 38% lift on Amazon and a 36% lift across all retailers. The firm is exploring additional pricing opportunities to improve value and unit velocity amid a pronounced decline in units. e.l.f. Beauty also highlighted two of the top 10 innovation launches in spring 2026 including lip oil sticks priced at $10.
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