A comprehensive, running list of brands increasing prices due to tariffs

NBC News

16-05-2025

Don't be surprised if your cart seems more expensive than usual the next time you shop — brands and retailers are raising prices on products across categories due to tariffs. There's currently a 10% tariff on imports from all foreign countries and a 30% tariff on Chinese imports. That means companies now have to pay a higher fee when they bring items manufactured overseas into the U.S. And even if they make products in the U.S., companies might get their packaging, materials and ingredients abroad, the cost of which recently skyrocketed. Brands and retailers are absorbing tariffs themselves to some degree, but customers will feel the effects through price hikes, too.
Below, I rounded up a comprehensive list of companies who just raised prices due to tariffs. As there are more announcements (including when Walmart's price hikes officially happen), I'll update this article.
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What brands are raising prices due to tariffs?
The companies below already raised prices due to tariffs, and they may have to do so again depending on which countries remain subject to higher reciprocal tariffs. (They're currently on a 90-day pause that expires in July). That said, costs may go up even more, so if you're interested in any of the below items we recommend buying now to avoid further increases.
Sitewide price hikes went into effect on May 1. The brand makes some of our favorite window air conditioners, air purifiers and fans. They all connect to the brand's app so you can control them remotely.
Stanley Black & Decker
Stanley Black & Decker raised prices on its tools, home, kitchen and outdoor products in April and says it 'notified our customers that further price action is required,' according to a statement on its website. That means you can expect to see another round of price hikes later this year. Before then, stock up on supplies you might need in the near future, like drills, tool kits, vacuums and leaf blowers.
Uppababy
Uppababy raised prices across most of its products on May 5, according to an announcement the brand posted on its website. It's best known for its strollers and car seats, but also makes other baby products, like high chairs, changing backpacks and bouncers. NBC Select reporter Harry Rabinowitz used the brand's Aria car seat to travel with his newborn, and he still uses the brand's Vista V2 stroller with his now 11 month old. Rabinowitz recommends buying from the brand if you're looking for high quality pieces and peace of mind as a parent.
Diggs
Diggs increased prices across its pet products on May 2, according to an email it sent customers, and says it may have to further adjust prices if necessary. The brand makes some of our favorite essentials for dogs across ages, including the Revol Crate, which won an NBC Select Pet Award. I also use Diggs' Evolv Crate with my five month old puppy.
Apparel, footwear and accessories
Ana Luisa
Ana Luisa's price hikes went into effect on April 9. Increases only apply to select items, but the brand didn't specify which ones. Ana Luisa specializes in hypoallergenic and tarnish-resistant jewelry, and each piece comes with a two-year warranty to protect your purchase. 'This brand is my go-to for jewelry,' says NBC Select updates editor Mili Godio. 'The styles are super cute and trendy, and the quality actually holds up — I've had Ana Luisa rings, earrings and necklaces for over a year and they haven't tarnished, even after not taking them off before showering or washing my hands.'
Fabletics
Fabletics added a $6.00 tariff surcharge to all orders for members and non-members. You'll see it reflected in the order details on your receipt. The brand is best known for activewear like leggings, which we've tested, but you can also shop swimwear, loungewear and intimates, as well as men's apparel. 'I have a Fabletics workout set that I use during sweaty, high-intensity workouts, and it never stretches out or sticks uncomfortably to my skin,' says Godio. 'Plus, the sports bras come in the cutest silhouettes — I have one that zips in the middle, which makes it both flattering and easy to take off.'
Kuru increased prices across all products in April, according to the brand. We recommend the brand's Tread Sandal in our guide to shoes with arch support; you can also shop sneakers, slippers and boots for men and women.
Labucq
Labucq increased prices by about 10% on April 15, and by another 10% on May 7, according to a post it shared on Threads. The brand's shoes, boots, sandals and accessories are made in Italy. NBC Select editorial project manager Rebecca Rodriguez has a pair of heeled loafers from Labucq, who says they're made from a high-quality leather and feel sturdy and comfortable once you break them in.
Great Jones
Great Jones' price hikes went into effect on May 1. In an email sent to customers, the brand says you may also see select products periodically out of stock. I use its cookware and bakeware daily, like the Holy Sheet Pan, All Aboard Beyond Measure and Big Chill.
Souper Cubes
Souper Cubes has been transparent with customers via email about the challenges it's facing due to tariffs throughout the past few weeks. It's currently grappling with a 44-times increase in customs expenses, leading the brand to search for new manufacturing partners. Souper Cubes is raising prices on May 16 for any items it needs to restock. The dishwasher-safe silicone molds are one of my must-have meal prep tools, which I use to freeze soup, broth, sauces, cooked grains and vegetable purees.
Bean & Bean
Bean & Bean, one of our favorite AAPI-owned brands, sent customers an email in March explaining why coffee costs more these days and informed them that the company started adjusting pricing in response. Bean & Bean did not specify whether all or only specific products were affected.
Omie
Omie, which makes bento boxes and mealtime accessories for adults and kids, raised prices on April 18, according to a post it shared on Instagram. The brand says it's 'hoping this situation is only temporary.'
Nintendo is launching its highly anticipated Switch 2 on June 5 for $449.99 — for now, the brand isn't increasing the price of its handheld gaming console. However, it raised prices on a handful of Switch 2 accessories on April 2 'due to changes in market conditions,' according to a post on the brand's website. Nintendo also says 'other adjustments to the price of any Nintendo product are also possible in the future depending on market conditions.'
In April, Foreo raised prices on its skin care tech and beauty products by 20 to 30%, according to the brand. I've used Foreo's facial cleansing brushes for years because they get rid of dirt, grime and makeup more effectively and efficiently compared to when I scrub with my hands. My all-time favorite is the Luna 4 Go — it's compact in size, so it doesn't take up much room in my toiletry bag.
Loftie
Loftie raised the price of its lamp by almost $200 due to tariffs, according to a post on its Instagram account. There's currently a few models left at the lower price, but once those are gone, the higher price will become permanent. The Loftie Clock hasn't been affected by price hikes yet, but the brand's website says it may be next. Both devices pair with an app that lets you customize and control them.
Onyx Boox
Boox makes one of our favorite e-readers, and the brand posted a message on Reddit sharing that it raised the cost of its products because tariffs are impacting operational costs. NBC Select editor Jordan Bowan swears by the Onyx Boox Palma 2, which is pocket-sized and lets him annotate pages while reading. It also has a built-in Bluetooth, microphone and speaker.
Frequently asked questions
What tariffs are currently in effect?
There's currently a 10% tariff on imports from all countries. In July, that tariff could increase for dozens of countries, including Vietnam, Switzerland and Indonesia, as well as the European Union, if they don't reach a trade agreement with the U.S.
The U.S. tariff rate on Chinese goods is 30% right now — if China doesn't reach a trade agreement with the U.S. at the end of a 90 day pause that started on May 12, tariffs will increase to over 100%. As it stands, smartphones, computers and tech devices are exempt from the 30% tariff on Chinese imports.
Why are brands raising prices due to tariffs?
Tariffs are taxes on imported goods. If a company brings foreign goods into the U.S., it must pay the U.S. government a percentage of those goods. Tariffs are higher under the current Trump administration, so brands now need to find ways to pay increased duties while continuing to make a profit. Raising prices on their products, or adding an additional fee at checkout, is one way to do so.
How much will tariffs raise prices?
There's no standard amount by which tariffs will raise prices on consumer goods, says Tala Akhavan, the COO of Pietra, an AI-powered sourcing platform that works with e-commerce brands. Companies large and small are approaching price hikes individually and using different strategies to adjust to their new reality. For example, some are splitting the burden of increased duties between customers and themselves, others are fully eating costs and finding new manufacturers, and a select few are putting all tariff fees onto customers, says Akhavan. The strategy a brand takes plays a large part in how much it increases its prices by.
Are tariff-related price hikes permanent?
Long story short: consumers should expect to pay more for goods right now, says Akhavan. 'So far, brands that are raising prices seem to be keeping them that way. There's so much opacity around how the tariff situation is going to play out, and as a bit of insurance, brands are keeping their prices elevated, especially since they're accepting the volatility around tariffs,' she says. 'It's hard to say where tariffs are going to land in the long term, but for the most part, I don't see a world where we go back to exactly where we were.'
Meet our experts
At NBC Select, we work with experts who have specialized knowledge and authority based on relevant training and/or experience. We also ensure that all expert advice and recommendations are made independently and without undisclosed financial conflicts of interest.
Why trust NBC Select?
I'm a reporter at NBC Select who has been covering tariffs since they were imposed earlier this year. I also frequently cover deals and sales like Amazon Prime Day, Black Friday and Cyber Monday. To write this article, I rounded up a list of brands that have raised prices due to tariffs and interviewed one expert about what shoppers should know about the current economic environment.