Foreo has responded to “aggressive” tariff hikes by increasing the price of its gadgets in the US.
The beauty device maker said it will start charging shoppers between 20% and 30% more from 22 April.
The Swedish brand, which makes devices like the Luna silicon cleansing brush in China, said that it will absorb some of the costs of the new tariffs which were imposed by US President Donald Trump this month.
Technology produced in China is subject to extra import tariffs of 125%, on top of existing tariffs.
Foreo said the total tariff impact on its products will range between 137% and 151%, but it will absorb some of the extra costs of importing its products from China to the US.
“This is one of the most aggressive tariff hikes we have seen in years,” said Mario Gomez, Foreo’s Global Commercial Director.
“At 151%, it fundamentally reshapes the cost of bringing our products into the US.
“Still, our first priority is our customer – which is why we are capping our price adjustment well below the actual tariff burden.
“This is not the message we wanted to deliver but we believe transparency and fairness are vital right now.
“Our mission remains the same: to make self-care accessible, empowering and effective for everyone.”
In a message on its US website, Foreo warned – “US tariffs: Shop before prices rise.”
The brand’s products are stocked at a range of US retailers including Sephora, Ulta Beauty, Walmart and Nordstrom.
The Luna 4 currently retails for US$129, though some shops have the item on sale.
A 20% to 30% price rise would add between $25 and $39, pushing it up to between $154 and $168.
Foreo said it will continue to reward loyal customers with added value bonuses, seasonal sale opportunities and free shipping on orders over $99.
It is not the only company responding to tariffs by passing on costs to consumers.
Dame, a US sexual wellness brand, has added a $5 ‘Trump tariff surcharge’ to all its orders.
In a post on Instagram, it said: “We’re sorry, really. But a 54% tariff on goods made in China is hitting us hard.
“So we’ve made the tough call to adjust prices to be able to keep bringing you the quality, body-safe products you love.
“We’re adding $5 for now – which doesn’t cover the full cost as we hate to put the brunt of this on you – while we figure out what to do next.
“It’s a little funny, it’s a little sad, but above all, we just want to be as transparent with you as possible.”
Ryan Babenzien, the founder of beauty wellness company Jolie which makes showerheads designed to improve skin and hair, announced it is adding a ‘Trump Liberation Tariff’ at its online checkout.
In a post on LinkedIn, he said: “Technically WE are not raising our prices, but the tariff will make it more expensive for American consumers to buy a Jolie.”
He added: “Consumers should know what the tariff's do to the pricing of things they are buying.
“Sometimes they go up, sometimes they go down, and tariffs play a role in that.
“For the record, I am hopeful that the tariffs around China [will] come back down to a more reasonable place and I'm somewhat confident that they will.”
Meanwhile Givauden, the Swiss flavour and fragrance business, last week said that due to higher input costs this year, including tariffs, it is “implementing price increases”.