Andy Walsh2x Exited Founder, Startup Strategist & Podcast Host

How Elf Beauty told customers about a price rise

22 Apr 2026 · 1 min

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Elf Beauty announced a $3 price increase six months early on social media with a cute, funny tone that apologized and explained why. The brand's honest approach showed how transparency can actually strengthen customer loyalty instead of damage it.

Chapters

They gave their audience, I think, 6 months' notice that they were going to be increasing prices, and it was done via social in a very cute human way that was like, this isn't great, but we're gonna have to raise prices kind of across the board by $3. But it was sort of asking for their people to support them and to continue to partner with them. So it was very much like, I'm really sorry we have to do this, but we do. We hope you'll stand with us. It was cute and funny. I think being real with your audience about where you are really ends up having an impact.