Elf Cosmetics raised prices—but just by $1—and addressed it head-on. With messaging that spoke their shoppers’ language, they showed gratitude and transparency, even amid the heat of tariff-driven price hikes.

Elf Cosmetics raised prices—but just by $1—and addressed it head-on. With messaging that spoke their shoppers’ language, they showed gratitude and transparency, even amid the heat of tariff-driven price hikes.