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Procter & Gamble, one of the country’s largest consumer goods manufacturers, has announced it will be raising prices on a quarter of its US products due to tariffs.

Some shit you should know before you read: If you live in America, it’s safe to say your hands have touched a Procter & Gamble product. The company is behind some of the most recognizable household brands used daily in millions of homes. From Tide laundry detergent, Charmin toilet paper, Bounty paper towels, and Dawn dish soap, to Crest toothpaste, multiple types of shampoo, and various skincare products, Procter & Gamble’s lineup is everywhere.

Getting into it: During an earnings call and subsequent media briefings, Procter & Gamble announced that it will raise prices on approximately 25% of its US product lineup starting this month. The company said these mid-single-digit increases are necessary to offset a projected $1 billion pretax hit tied to global tariffs. During the call, CFO Andre Schulten said, “There will be mid-single-digit price increases affecting about a quarter of P&G’s items during the first quarter of fiscal 2026 due to tariffs and innovation.”

The company admitted that it can’t absorb all of these costs internally. “We can offset most of the tariff hit through productivity or sourcing changes, but some of the costs will be passed on through price increases,” Schulten added.

P&G outlined the sources of these rising costs in more detail, breaking down the expected $1 billion impact: roughly $200 million from tariffs on imports from China, another $200 million from Canadian tariffs on US-shipped goods, and the remaining $600 million from tariffs imposed by other countries. Schulten acknowledged that while the company has invested significantly in domestic sourcing, “some ingredients and materials are not available in the US and continue to be imported.”