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May 21, 2026 - BY Glossy
E.l.f. Beauty is lowering prices in response to unit sales decline, offloading Keys Soulcare brand
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.
May 21, 2026 - BY Glossy