Gen Z is pulling back on cosmetics purchases as rising gas prices strain budgets.
E.l.f. Beauty announced plans to cut prices on select products after implementing tariff-related increases last year.
The company cited growing concerns about higher fuel costs affecting consumer spending habits.
Younger shoppers, particularly Gen Z, appear more sensitive to these economic pressures than older demographics.
E.l.f. Beauty’s price reductions aim to retain price-conscious customers in a tightening retail environment.
This move signals a shift in strategy as the brand navigates ongoing inflation and shifting spending patterns.
Industry analysts note that discretionary categories like cosmetics often face cutbacks when essential costs rise.
The trend could pressure other beauty brands to adjust pricing or risk losing market share.
