E.l.f. Beauty is lowering prices in response to unit sales decline, offloading Keys Soulcare brand
Culture Index
Score Breakdown
Relevance
15/25
Freshness
22/25
Authority
18/20
Brand Signal
6/15
Depth
3/15
5-Axis Cultural Radar
In August, E.l.f. Beauty took a $1 price increase across all E.l.f. SKUs as a response to tariffs and inflation. Announced today, this caused unit sales to drop dramatically, and CEO Tarang Amin is now testing price cuts.
