e.l.f. Beauty Form 144: Insider Plans $15.4M Sale of 116,315 Shares

Rhea-AI Filing Summary

e.l.f. Beauty, Inc. notice reports a proposed sale of 116,315 common shares on the NYSE through Morgan Stanley Smith Barney, with an aggregate market value of $15,409,411.20 and 56,734,903 shares outstanding. The shares were acquired and paid for on 10/01/2025 by exercise of stock options from the issuer, with cash payment the same day. The filer certifies no undisclosed material adverse information and indicates no sales in the prior three months. This is a routine Form 144 disclosure of an intended sale by a person who recently exercised options.

Positive

• Clear compliance with Rule 144 by disclosing broker, share count, market value, acquisition method, and planned sale date
• Acquisition and payment on same date (10/01/2025) reduces complexity around payment terms
• No sales in prior three months reported, which lessens concerns about a recent pattern of insider disposals

Negative

• None.

Insights

Securities Analyst

TL;DR Insider exercised options and plans a routine sale of 116,315 shares ($15.4M); disclosure is transparent and non-urgent.

The filing shows a same-day exercise and proposed sale routed through a major broker on the NYSE. The position being sold represents roughly 0.2% of the reported outstanding shares, indicating the transaction is unlikely to materially affect company capitalization. There are no prior sales in the past three months, which reduces questions about an immediate pattern of disposal.

Corporate Governance Expert

TL;DR Form 144 is a standard compliance filing after an option exercise; it confirms required representations and brokered sale plans.

The filer affirms no undisclosed material adverse information and provides broker and trade timing details, fulfilling Rule 144 notice requirements. The disclosure of acquisition date, payment method, and planned sale date aligns with standard governance and insider-trading controls. No additional governance concerns are evident from this notice alone.

Form 144 Filer Information	UNITED STATES SECURITIES AND EXCHANGE COMMISSION Washington, D.C. 20549 Form 144 NOTICE OF PROPOSED SALE OF SECURITIES PURSUANT TO RULE 144 UNDER THE SECURITIES ACT OF 1933
FORM 144

144: Filer Information

Filer CIK
Filer CCC
Is this a LIVE or TEST Filing?	LIVE TEST
Submission Contact Information
Name
Phone
E-Mail Address

144: Issuer Information

Name of Issuer

SEC File Number

Address of Issuer

Phone

Name of Person for Whose Account the Securities are To Be Sold

See the definition of "person" in paragraph (a) of Rule 144. Information is to be given not only as to the person for whose account the securities are to be sold but also as to all other persons included in that definition. In addition, information shall be given as to sales by all persons whose sales are required by paragraph (e) of Rule 144 to be aggregated with sales for the account of the person filing this notice.

Relationship to Issuer

Relationship to Issuer

144: Securities Information

Title of the Class of Securities To Be Sold	Name and Address of the Broker	Number of Shares or Other Units To Be Sold	Aggregate Market Value	Number of Shares or Other Units Outstanding	Approximate Date of Sale	Name the Securities Exchange
Common	Morgan Stanley Smith Barney LLC Executive Financial Services 1 New York Plaza 8th Floor New York NY 10004	116315	15409411.20	56734903	10/01/2025	NYSE

Furnish the following information with respect to the acquisition of the securities to be sold and with respect to the payment of all or any part of the purchase price or other consideration therefor:

144: Securities To Be Sold

Title of the Class	Date you Acquired	Nature of Acquisition Transaction	Name of Person from Whom Acquired	Is this a Gift?	Date Donor Acquired	Amount of Securities Acquired	Date of Payment	Nature of Payment *
Common	10/01/2025	Exercise of Stock Options	Issuer			116315	10/01/2025	Cash

* If the securities were purchased and full payment therefor was not made in cash at the time of purchase, explain in the table or in a note thereto the nature of the consideration given. If the consideration consisted of any note or other obligation, or if payment was made in installments describe the arrangement and state when the note or other obligation was discharged in full or the last installment paid.

Furnish the following information as to all securities of the issuer sold during the past 3 months by the person for whose account the securities are to be sold.

144: Securities Sold During The Past 3 Months

Nothing to Report

144: Remarks and Signature

Remarks

Date of Notice

Date of Plan Adoption or Giving of Instruction, If Relying on Rule 10b5-1

ATTENTION:

The person for whose account the securities to which this notice relates are to be sold hereby represents by signing this notice that he does not know any material adverse information in regard to the current and prospective operations of the Issuer of the securities to be sold which has not been publicly disclosed. If such person has adopted a written trading plan or given trading instructions to satisfy Rule 10b5-1 under the Exchange Act, by signing the form and indicating the date that the plan was adopted or the instruction given, that person makes such representation as of the plan adoption or instruction date.

Signature

ATTENTION: Intentional misstatements or omission of facts constitute Federal Criminal Violations (See 18 U.S.C. 1001)

FAQ

What does the Form 144 filed for ELF disclose?

The filing discloses a proposed sale of 116,315 common shares on the NYSE via Morgan Stanley, with an aggregate market value of $15,409,411.20.

How were the ELF shares acquired according to the filing?

The shares were acquired by exercise of stock options from the issuer on 10/01/2025, with payment made in cash the same day.

Does the Form 144 show recent insider selling for ELF?

The filer indicates Nothing to Report for securities sold during the past three months, so no other recent insider sales are disclosed.

Which broker will handle the proposed ELF sale?

The sale is to be handled by Morgan Stanley Smith Barney LLC Executive Financial Services on the NYSE.

What representation does the filer make about material information?

By signing, the filer represents they do not know any material adverse information about the issuer that has not been publicly disclosed.