e.l.f. Beauty, a cosmetics and skincare company, is responding to customer financial strain by reversing previous price increases that were implemented to offset tariffs. CEO Tarang Amin noted that the company has seen a decline in sales, attributing this to rising gas prices and overall cost-of-living pressures affecting consumers. To combat this, e.l.f. is testing lower pricing on its products, which has already shown positive results; a recent $4 reduction on the Halo Glow skin tint resulted in a nearly 40% increase in sales. Previously, the company had raised prices by $1 in August 2025 due to tariffs imposed during the Trump administration, which it defended at the time. However, with a $49.4 million loss reported as of March 31, 2026, and an anticipated $55 million tariff refund after the Supreme Court's ruling, e.l.f. is pivoting its strategy to regain customer loyalty. Amin emphasized the importance of providing value to consumers, especially younger shoppers from Gen Z, who are increasingly cutting discretionary spending on beauty products due to economic pressures.