Overview

• This will be e.l.f.’s third price increase in its 21-year history, underscoring its previous restraint on cost adjustments
• CEO Tarang Amin says customers have responded positively to the transparent notice of higher prices
• On May 28, e.l.f. closed its $1 billion purchase of Hailey Bieber’s rhode brand, funding $800 million in cash and stock plus up to $200 million in earnouts
• The company maintains about 75% of production in China while expanding output in Europe, Thailand and the U.S. to manage tariff risks
• E.l.f. reported a 4% year-over-year rise in fourth-quarter net sales to $332.6 million and withheld fiscal 2026 guidance amid trade-policy uncertainty