The Vision Council (TVC) has issued an update following a formal announcement from the White House stating that updated reciprocal tariffs on key trade partners will take effect Aug. 7 at 12:01 a.m. EDT, ending a temporary pause in enforcement first signaled in April. The new measures present significant challenges for businesses in the optical industry, TVC shares, particularly concerning global sourcing, pricing, and logistics strategies.

The tariffs, outlined in a recent Executive Order, impose rates ranging from 15% to 41% on imports from select countries. Nations not explicitly listed will face a 10% reciprocal tariff. China, the largest exporter of frames, lenses, and eyewear accessories to the U.S., remains subject to a 10% rate but faces a separate tariff adjustment scheduled for Aug. 12, pending ongoing negotiations.

Country-specific rates include:

• European Union: 15%, varied by product category

• Japan: 15%

• Vietnam: 20%

• Taiwan: 20%

• India: 25%

• Brazil: 10% reciprocal tariff, plus a 40% retaliatory tariff

Additional updates include:

• Mexico: 25% tariff under the International Emergency Economic Powers Act, with a 90-day extension.

• Canada: 35% tariff effective Aug. 1; goods covered under USMCA remain tariff-free.

• The de minimis shipment threshold, which allowed duty-free imports on shipments under $800, will end Aug. 29.

TVC continues to monitor these developments and offers resources to support members navigating the evolving trade environment.

“We recognize the significant pressures these measures place on businesses—especially smaller enterprises and independent retailers with limited flexibility,” says TVC CEO Ashley Mills. “In response, we are mobilizing our research, policy, and member support capabilities to provide timely guidance and actionable insights.

TVC highlights potential impacts across key product categories:

• Sunglasses: China accounts for 89% of U.S. imports, with new tariffs potentially disrupting pricing.

• Plastic frames and mountings: A diverse sourcing landscape could complicate procurement decisions.

• Non-glass lenses: New tariffs are expected to increase pricing pressures for eyewear retailers and consumers alike.

TVC offers several resources to assist members in navigating the changing tariff landscape, including a Tariff Dashboard, policy updates, and legal guidance.