Trump isn’t backing away from one of his signature policies. Within hours, he moved to replace the IEEPA tariffs with a new global tariff rate of 10%, taking effect on Feb. 24 under Section 122 of the Trade Act of 1974 permitting tariffs to remedy large and serious balance-of-payments deficits. He has since announced plans to raise the tariff rate to 15%, the maximum allowed under Section 122.

The Tax Foundation estimates Trump’s tariffs cost American households $1,000 on average in 2025. With the IEEPA tariffs struck down, it projects the remaining Section 122 tariffs will cost households $600 to $1,000 in 2026. However, those tariffs last only 150 days unless Congress votes to extend them.

Many trade experts assert the new tariff imposition is illegal, and the conditions outlined in Section 122 don’t exist. The administration is also facing lawsuits from thousands of companies, including L’Oréal, Sol de Janeiro, Dyson, E.l.f. Cosmetics and Conair, arguing they’re owed refunds for IEEPA tariffs. The Supreme Court didn’t address whether reimbursements should be issued in the IEEPA decision, and the path to them is expected to be complex and lengthy.

In the meantime, we were curious about the impacts of the IEEPA tariffs and lasting changes that may have been made because of them. So, for the latest edition of our No Stupid Questions series, we asked nine beauty brand founders and executives the following: How much have tariffs cost you? What changes have you made that you’ll be keeping in place and which will you be moving away from if there’s a return to lower tariffs?