A growing number of U.S. companies are now openly attributing price increases to former President Donald Trump’s newly announced tariff plan. These additional charges are starting to appear on receipts as businesses look to clarify the reasons behind rising costs.
On April 2, Trump declared his wide-ranging tariff initiative, calling it “Liberation Day.” The White House claims this policy aims to address ongoing trade deficits by placing tariffs on nearly all U.S. import partners. A baseline 10% tariff has been set for all imports, with higher rates applied to specific goods from certain countries.
In response, companies like Jolie Skin, known for filtered-water showerheads, are introducing a “Trump Liberation Tariff.” Founder Ryan Babenzien clarified that the company itself isn’t raising prices, but rather passing along the added costs of the new tariffs. “We’re being transparent and giving full credit to Trump for this added expense,” Babenzien wrote on LinkedIn. He noted that while Jolie had prepared for higher tariffs, the scale of the changes exceeded expectations.
Dame, a company in the sexual wellness space, is also adding a “Trump Tariff Surcharge” of $5 per order. CEO Alexandra Fine explained that much of their industry relies on manufacturing in China, a country now facing tariffs as high as 145% on some goods. “We wanted consumers to see that this is a political tax being passed down to them,” Fine told CBS Moneywatch.
Social media users have also reported similar charges from other brands. Fabletics, which sells activewear and accessories, has reportedly applied a tariff surcharge as well. One shared receipt showed a $44.09 tariff fee added to a $367.62 purchase, bringing the final cost to $411.71 — an increase of about 12%.
The White House, in an April 2 statement, defended the policy, stating that tariffs are key to achieving fair trade and supporting American jobs. Trump echoed this sentiment on April 7 via Truth Social, saying the tariffs are already generating “tens of billions of dollars” for the U.S. and calling the outcome “a beautiful thing to behold.”
As more companies consider adding visible tariff surcharges, some are encouraging consumers to shop now before the full impact of these new trade policies takes effect.
Trump Tariff Surcharges Are Starting To Appear on Receipts
