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.
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…