E.L.F. Cosmetics Announces It Will Be Raising the Prices on “Many” of Its Products

Mark A. Carlson

If you’ve noticed the cost of some of your most essential, everyday items going up, you’re not alone and you’re not crazy. Inflation, supply-chain issues, the rise in shipping costs — it all adds up to an increase in prices (some more conspicuous than others) across every imaginable industry. That includes beauty. Products, often subtly and sometimes obviously, go up in price, but rarely does a brand publicly draw attention to that hike. But when you’re  E.L.F., a brand known for remarkably affordable makeup and a fantastic relationship with its customers, you get ahead of what undoubtedly would have been noticed by shoppers.

Earlier this week. E.L.F. announced on its Instagram page that it would be increasing the prices of its famously inexpensive cosmetics. “As we face a world of rising costs, prices on many of our products will increase. Most products impacted will increase in price by $1, while prices on some of your favorites will remain the same. We remain committed to transparency and making the best of beauty accessible at mic drop prices. Always clean, vegan, and cruelty-free,” reads the first slide. The caption echoes a similar message, adding, “Since 2004, e.l.f. has made the best of beauty accessible to every eye, lip, and face—delivering high-quality, luxury-inspired products at an extraordinary value. We’re grateful for our community and pride ourselves on being transparent.”

The second slide reiterates, “We’re not changing the prices on some of your favorites,” and specifically calls out Lip Lacquer, Bite-Size Eyeshadow, and the Instant Lift Brow Pencil. A third slide explains that the rising costs of freight, shipping, and raw materials have contributed to this decision.

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The announcement is being met with an enormous show of support and gratitude in the comments. “I’d pay an extra dollar for my must haves,” one commenter wrote — and it’s a sentiment echoed by many. Another wrote, “Thank you for being honest and upfront with your customers. I think we all realize inflation is real and companies have to adjust prices for everything accordingly. $1 price raise isn’t the worst and I’ll always continue to buy from your brand!” 

Several commenters shared theories about corporate greed and complained that many products are already more expensive than when E.L.F. started out with lots of $1 products. However, most followers expressed appreciation for the straightforwardness and another said what many are definitely thinking: “STILL more affordable than most brands is the quality is STILL superior to a lot of high end brands!”

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