Dame Boss Clarifies "Trump Tariff Surcharge" as a Matter of Transparency, Not Politics
Trump's Tariff Surcharge Justifies 'Transparency,' Not 'Politics,' Claims Dame CEO
Alexandra Fine, CEO of Dame, opened up to FOX Business about the company's unconventional approach to tariff transparency.
As the influence of tariffs grew, sexual wellness brand Dame Products seized the opportunity to shake things up. They introduced an eye-catching surprise to customers' online carts - a Trump-esque wig labeled "Trump Tariff Surcharge" with a $5 fee attached. According to Fine, this was Dame's attempt to keep customers in the loop about the challenges posed by tariffs.
"Most of our hardware products or vibrators are manufactured in China." Fine explained to FOX Business, "But a fair amount of our stuff is made in the US too, and all of it has been severely affected by the tariffs." The unpredictability and constant adjustments of tariff rates eventually led Fine to take action.
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The tariffs have disrupted Dame's financial flow, Fine stated, due to the instability caused by fluctuations in inventory costs. She claimed that the unforeseen expenses resulting from tariffs forced her to reevaluate her planned inventory purchases, requiring more funds than initially anticipated this year.
In an effort to maintain transparency, Dame alerted customers about the expected price hikes, prompting a wave of hurried purchases. However, once the "Trump Tariff Surcharge" was implemented, the number of completed checkouts dropped by 30%, Fine reported.
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Although Dame has removed the surcharge, the move did not go unnoticed. Fine shared with FOX Business that the company received a mix of reactions, with some enthusiastic customers, particularly on social media, appreciating the creative approach, but others expressing disapproval.
"I've faced some backlash from Republicans who support the tariffs," Fine said, adding that she felt like she had unwittingly waded into a political controversy. "It feels like major government intervention," Fine stated, referencing the tariffs.
President Donald Trump gives a speech about reciprocal tariffs in the Rose Garden on April 2, 2025. [Credit: Brendan Smialowski/AFP via Getty Images]
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Despite the controversy surrounding the surcharge's visual representation, Fine emphasized that Dame's actions were not politically fueled.
"Our actions at Dame weren't politically motivated. They were about transparency," Fine clarified. "It wasn't coming from a place of, 'We're on one side and don't like the other, so we're doing X.' It was more about the fact that these policies have impacted my business in an unprecedented manner, and I wanted to take action to advocate for this small company I love."
- The tariffs have had a significant impact on Dame Products' business, as most of their products are manufactured in China and the unpredictable tariff rates have caused financial challenges, leading to unexpected expenses and changes in inventory purchases.
- In an attempt to be transparent with customers about the effects of tariffs, Dame introduced a "Trump Tariff Surcharge" of $5 on some products, but this move led to a drop in completed checkouts by 30%.
- Although Dame removed the surcharge following a mix of reactions, CEO Alexandra Fine clarified that the company's actions were not politically motivated, but were instead about transparency and advocating for the small company amidst the unexpected challenges posed by tariffs in the economy and finance sector.
