- The new 145% tariff on Chinese goods and the removal of the de minimis exemption are driving price hikes, forcing brands and influencers to rethink their collaborations and product offerings.
- Influencers who previously promoted low-cost products are feeling the effects of rising import fees and may need to pivot to premium items or diversify their income streams to stay relevant.
- As Chinese manufacturers push direct-to-consumer (DTC) sales, luxury brands may need to reassess their pricing models and collaborations to remain competitive in a shifting marketplace.
In a landscape already marked by growing uncertainty and economic challenges, recent changes in U.S. trade policy are adding more complexity for influencers and the brands they collaborate with.
With the imposition of a 145% tariff on Chinese imports and the removal of the de minimis exemption for low-value goods, products that once seemed affordable are now becoming significantly more expensive for U.S. consumers. This price increase is reshaping how influencer collaborations are structured and pushing both influencers and brands to rethink their strategies.
As influencers increasingly rely on affordable products to create content for their audiences, these new tariffs present significant hurdles. From higher costs of promotional items to delays in product deliveries, influencers who rely on Chinese-made products will likely see a shift in the types of brands they can work with and the products they promote.
But these changes aren’t all negative. For brands that can adapt quickly, there’s a potential to tap into a growing demand for premium products that bypass the cost implications of cheap imports.
The Impact of the 145% Tariff on Chinese Goods
The imposition of the 145% tariff on Chinese goods is a significant development for influencer marketing, as it directly impacts the affordability and availability of goods that have long been staples in the industry.
Many influencers depend on low-cost items from China, such as fashion accessories, electronics, and cosmetics, to create sponsored content and promote affiliate products. Under the previous tariff system, these items were easily accessible and often sold at a price point that resonated well with budget-conscious audiences.
However, as of May 2, 2025, the new tariffs are set to make these products substantially more expensive. In some cases, the price increase could be up to 245% when considering the additional duties and shipping costs.
Christina Im, who runs the K-beauty store Olive Kollection, shared how tariffs have caused her business to incur steep costs. After rushing to restock her best-selling products, a change in tariffs led to significant financial strain.
@kbeautymom The uncertaintity is giving me anxiety tho 😓 #olivekollection #koreanskincare #koreanskincareshop #koreanskincareroutine #kbeautyshop #kbeauty ♬ DIM - Yves
Meanwhile, Liah Yoo, founder of Krave Beauty, warned that the tariffs might drive up the price of her products, an issue she had not faced in seven years of running her business. She expressed concern that the tariffs could “bankrupt some beauty brands,” as they were forced to raise prices for the first time.
@liahyoo As of today, K-beauty will no longer be “affordable” like it used to be. President Trump’s new trade policy introduces sweeping tariffs—including a 25% tax on imports from South Korea, overriding the Free Trade Agreement (FTA) that previously kept beauty products tariff-free. This is a historic shift that will impact nearly every brand importing from Korea. At @kravebeauty, we’ve never raised prices in 7 years—our Matcha Hemp Hydrating Cleanser has been $16 since 2017, and we’ve always focused on adding more value instead of passing costs onto you. But with this sudden 25% increase in costs, we’re facing tough decisions ahead. We’re still figuring out what this means for us, but one thing’s for sure—this industry is about to change. Stay tuned. #KBeauty #Tariffs #BeautyIndustry ♬ original sound - Liah Yoo
Chelsey Brown, founder of Curio Blvd, experienced similar challenges when the tariffs took effect. She was forced to take out a loan to keep her business afloat after tariffs caused delays in receiving her inventory from China. Even though her goods had already been purchased, she now faced higher costs due to the new tariffs.
Brown explained that moving production to the U.S. wasn’t an option, as local manufacturers couldn't match the price or quality of her Chinese suppliers. As a result, Brown has released a TikTok video saying she must temporarily shut down Curio Blvd, further demonstrating how small businesses and influencers are deeply affected by these trade policy shifts.
@chelseyibrown Curio Blvd is temporarily closing due to the tariffs. We have one last shipment on the way. It’s not subject to the new 145% tariff, but we still have to pay the 54% tariff on it—and that alone will wipe out the rest of our cash. The rest of our inventory is already designed and manufactured, but it’s sitting at our factory because we can’t afford to bring it over with these new tariff rates 🥺 If you’re new here, I started this brand after years of returning lost heirlooms—Holocaust letters, war diaries, love notes—to families who thought they were gone forever. That work inspired me to create meaningful home goods and keepsakes for people navigating grief, loss, and illness. If you pre-ordered the Keepsake Case, the E2, the photo album, or the bedding line, don’t worry—those are either already in stock or arriving on the ship that’s currently en route. Once something is truly out of stock, we’ll be taking down the pre-order option, and you simply won’t be able to place an order anymore. If you’re able to order now, that means we still have it. But once it says sold out, that means there’s nothing else on the way. We haven’t raised our prices over the last few weeks because we still want people going through grief, loss, or illness to be able to access these products. At this point, once I pay the tariff, all of our cash is gone—and raising prices now wouldn’t fix what’s already happened. So I’m keeping the code CURIO20 live for 20% off, for as long as we can ❤️💔 #tariffs #tariff #smallbusiness ♬ original sound - Chelsey Brown
This directly impacts influencers, as many rely on affordable products from brands for their sponsored content. With brands facing increased costs due to tariffs, they may be forced to adjust their pricing models, raising the retail price of their products.
Influencers promoting budget-friendly items could find themselves in a difficult position. They might either absorb these price hikes themselves, pass the additional costs onto their followers, or pivot to higher-value products that better align with the new pricing structure.
The consequences go beyond just the products themselves. The removal of the de minimis exemption, which previously allowed low-value parcels to be exempt from duties, means that influencers will face additional hurdles. For example, the "per postal item" cost for shipments from China will increase from $100 to $200, starting May 2, 2025. This change will add more operational costs for both brands and influencers.
Delays in shipping could become a significant challenge for influencers who depend on timely deliveries to meet campaign deadlines. Brands may decide to scale back on influencer collaborations or limit the quantity and types of products they send out, further reducing content creation opportunities for influencers.
With tighter budgets and longer wait times, the flow of promotional products could slow, affecting the speed and frequency with which influencers can promote brand campaigns.
Navigating the Influencer-Brand Relationship Amid Tariff Changes
With rising import costs and delays becoming a new reality, both brands and influencers must quickly adapt to stay competitive. Brands that once relied on inexpensive products for influencer promotions may need to shift focus toward more premium offerings that can better absorb increased costs.
This shift in pricing could create challenges for influencers who have built their brand around budget-friendly products, requiring them to adjust their content to align with the new pricing landscape.
Influencers now face a dilemma: Continue promoting rising-cost products, potentially alienating their audience, or pivot to higher-end goods that can absorb the additional costs. With many influencers dependent on low-cost products for sponsored content, the pressure to diversify content or work with brands that align better with the new realities is increasing. Some may need to reduce reliance on product collaborations and explore other income streams.
One solution gaining traction is the creation of digital products—online courses, guides, or tutorials—that bypass the issues of tariffs and shipping delays. These digital products are unaffected by rising import costs and offer influencers a stable, recurring income stream, allowing them to diversify and maintain engagement with their audience.
Affiliate marketing, particularly with digital services or SaaS products, is another avenue for influencers. These services don’t rely on physical goods and often have higher margins. By tapping into affiliate programs for digital products, influencers can continue earning while avoiding the disruptions tied to the changing import landscape.
How Influencers and Brands Can Overcome Tariff Hurdles
The new import tariffs are a game-changer for the influencer marketing industry, but they don’t have to be a roadblock. By embracing digital products, shifting to higher-value collaborations, and finding new ways to diversify income, influencers can continue to grow their brands and remain profitable in an increasingly complex market.
Brands that adapt to the new tariff reality will not only survive but may find new opportunities for collaboration with influencers that can keep their products in front of the right audiences. The future of influencer marketing may look different, but it remains full of potential for those willing to pivot and evolve.
