Name: How e.l.f. Beauty Shifted Its Supply Chain Away From China
Uploaded: 2026-08-14T13:00:00Z
Duration: 1 min 46 s
Description: e.l.f. Beauty CEO Tarang P. Amin discusses how the brand reduced its manufacturing reliance on China. Amin explains how the company navigated tariff pressures while expanding its supply chain globally to meet international demand.

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e.l.f. Beauty CEO Tarang P. Amin discusses how the brand reduced its manufacturing reliance on China. Amin explains how the company navigated tariff pressures while expanding its supply chain globally to meet international demand. Photo: Maurizio Martorana for The Wall Street Journal

https://m.wsj.net/video/20260811/7e522dda-d2ba-404b-8e4d-d7b5fee497bf/1/hls/manifest-hd-wifi.m3u8

e.l.f. Beauty CEO Tarang P. Amin discusses how the brand reduced its manufacturing reliance on China. Amin explains how the company navigated tariff pressures while expanding its supply chain globally to meet international demand.

How e.l.f. Beauty Shifted Its Supply Chain Away From China

How dependent are you on China? There's obviously been some fear in the market that you're too dependent on China.

Well, you know, it's interesting. I certainly, if you look back three, five, three years ago, we probably had 99% of our production in China.

Wow.

If you look today, fiscal 26, which we just finished, excluding road we had 45% made in China, 55% outside of China.

Wow.

You went from 99 to 45?

It's actually even less than that because the road's almost, will be about 20 points of our growth. So we basically went from 99 to about 35%.

Without affecting prices.

Without affecting, well, we, the prices that were affected, we were subject to tariffs and inflationary.

Yeah.

So we did take a price increase last year. We took our products up $1 last year. But as I mentioned-

Primarily because of tariffs?

Primarily at the time, we were facing 170% tariffs and-

And are you pretty straightforward with your customers that that's what's going on?

We are. So we announced that we're going to take our prices up three months before we did. And we said it was a combination of tariffs and inflationary pressures.

Yeah.

Our communities were known for our transparency and they appreciate the transparency. Nobody wants to see a price increase. We're currently in the process of actually going the other way, testing some items at lower prices. We had an incredible innovation.

Where, where did the supply chain go, if not China?

Well, we're, we now have a pretty well distributed supply chain between the US, Thailand South Korea, Italy, obviously China. So we, you know, and I would say that has less to do with tariffs and more to do with meeting the global demand we see for our brands. And we're, as I mentioned earlier, expanding our brands internationally.

The WSJ Leadership Institute Presents: Leaders. A new podcast series bringing you revealing conversations with top executives shaping business today. Hosted by Alan Murray, president of the WSJ Leadership Institute, the series goes beyond headlines to explore how leadership really works in times of upheaval, transformation, and uncertainty. Our first episode was released Monday, Sept. 22, at 5:00 a.m. ET, with new episodes every other Monday.