Let's Be (e.l.f.)ing for Real: How e.l.f. proved transparency is priceless

Photo: Allure

When it comes to owning a company, there are a few things that will always drive decisions, and the biggest one is money. Money is what fuels a brand. It all comes down to investment and profit. But what happens when inflation and tariffs start cutting into that balance? Usually, it means raising prices. The problem is, society does not like to see prices go up. So how do you do it the right way? You take notes from what e.l.f. did.

Why e.l.f. Stands Out in Beauty

e.l.f. is a makeup and skincare brand best known for delivering high quality cosmetics at low prices. Their campaigns and collaborations are also bold and creative, my favorite being their partnership with Liquid Death. e.l.f. has built a reputation for owning its brand identity while staying connected to its audience. More importantly, they practice something many companies overlook: transparency.

Photo: Chief Marketer

About three months ago, e.l.f. announced on social media (LinkedIn) that starting August 1st, prices on their products would increase by one dollar due to tariffs. Their message was clear and upfront. They did not hide it. They wanted customers to know exactly why the increase was happening.

Honesty Pays Off

Price is always a sensitive topic, especially for a brand like e.l.f. that has long been associated with affordability. Raising prices could have easily damaged their reputation. But instead, by keeping the message direct, simple, and honest, they earned respect. Customers appreciated being given notice in advance, and the clarity of the language made the message easy to accept.

e.l.f. showed that even when price increases are unavoidable, the way you communicate them makes all the difference. Their strategy turned what could have been backlash into positive publicity. They proved that when you lead with honesty, respect for your audience, and a focus on value, your customers will continue to stand by you; even when prices go up. e.l.f. truly knows how to keep their customers informed and that makes them totally fetch.