- Budget beauty giant e.l.f. recently announced plans to increase the cost of its products by $1 due to tariffs. CEO Tarang Amin told Fortune customers have reacted positively to the announcement. “This is exactly what we’re facing, and they understand,” he said. Increased pricing is one of a few mitigation strategies the company is employing given tariff uncertainty.
As companies brace for the impact of tariffs by passing down increased costs to consumers, not all businesses have drawn the ire of cautious shoppers.
