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Earnings
E.l.f. Beauty is lowering prices in response to unit sales decline, offloading Keys Soulcare brand
By Lexy Lebsack
May 21, 2026

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.

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Why wear one perfume when you can wear two? As more U.S. consumers adopt fragrance wardrobes in place of a single signature scent, brands are finding ways to capitalize on the trend through discovery kits and single-note scents. That…

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