e.l.f. Beauty plans pricing actions on select products as consumers face pressure from other rising expenses. The company reduced the price of its Halo Glow skin tint from $18 to $14. Early results show a 38% sales lift on Amazon and a 36% lift across all retailers, including a triple-digit sales increase on TikTok Shop. The pricing adjustments follow an August price increase of $1 across the product lineup intended to offset tariff-related costs. Fourth-quarter results showed adjusted earnings of 32 cents per share and revenue of $449 million, both above estimates. Gross margin expanded by 1.4% year over year, supported by prior price hikes. Oil prices near $100 per barrel could create incremental cost headwinds of $15 to $20 million in fiscal year 2027, partially offset by tariff refunds.
"To that end, we recently reduced the price of e.l.f.'s Halo Glow skin tint from $18 to $14. Initial test results show a 38% lift on Amazon and a 36% lift across all retailers, including a triple-digit sales lift on TikTok Shop. The planned price adjustments come as e.l.f. Beauty posted its fourth quarter earnings on Wednesday, and after the company raised prices in August by $1 across its product lineup to offset tariff-related costs."
"According to the earnings report, e.l.f. Beauty's adjusted earnings of 32 cents per share and revenue of $449 million both beat Wall Street estimates. Partially thanks to prior price hikes, the company's gross margin also expanded by 1.4% year over year. Shares of e.l.f. Beauty, which owns brands including Hailey Bieber's Rhode, are down nearly 38% over the past year."
"On Wednesday's call, Amin said that if oil prices remain around $100 per barrel on average, the company could face "incremental cost headwinds" of $15 to $20 million in fiscal year 2027, some of which would be offset by International Emergency Economic Powers Act tariff refunds. "As we consider the conflict in the Middle East, we are starting to see some inflationary p""
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