e.l.f. Beauty insider plans $2.4M stock sale

Rhea-AI Filing Summary

e.l.f. Beauty, Inc. (ELF) insider Joshua Franks has filed a Form 144 notice indicating an intention to sell 22,004 shares of common stock through Morgan Stanley Smith Barney LLC. The filing reports an aggregate market value for these shares of $2,399,536.20 and notes that 59,007,996 shares of e.l.f. Beauty common stock were outstanding as of September 1, 2026.

The shares to be sold were acquired from the issuer upon vesting of restricted stock units and performance stock units during the period from June 1, 2024 through June 3, 2025. The notice also lists prior sales over the past three months by Joshua Franks, including 5,718 shares on August 19, 2026, 3,505 shares on June 9, 2026, and 6,854 shares on June 4, 2026.

Key Figures

Shares to be sold: 22,004 shares Aggregate market value of planned sale: $2,399,536.20 Shares outstanding: 59,007,996 shares +4 more

7 metrics

Shares to be sold 22,004 shares Planned sale of e.l.f. Beauty common stock under Form 144

Aggregate market value of planned sale $2,399,536.20 Value of 22,004 shares to be sold

Shares outstanding 59,007,996 shares Common stock outstanding as of September 1, 2026

Recent sale August 19, 2026 5,718 shares for $571,800.00 Common stock sold by Joshua Franks in last 3 months

Recent sale June 9, 2026 3,505 shares for $180,612.65 Common stock sold by Joshua Franks in last 3 months

Recent sale June 4, 2026 6,854 shares for $355,996.76 Common stock sold by Joshua Franks in last 3 months

Acquisition period of RSUs/PSUs June 1, 2024 through June 3, 2025 Period during which units vested and were acquired

Key Terms

Rule 144, restricted stock units, performance stock units, 10b5-1

4 terms

Rule 144 regulatory

"See the definition of "person" in paragraph (a) of Rule 144."

Rule 144 is a U.S. securities regulation that sets conditions under which restricted or insider-held shares can be legally resold to the public, such as required holding periods, availability of public information, limits on how much can be sold at once, and certain filing requirements. For investors it matters because it determines when previously locked-up shares can enter the market — like a release valve that can increase supply, affect share price, and signal insider intent.

restricted stock units financial

"acquired upon the vesting of restricted stock units and performance"

Restricted stock units are a type of company reward where employees are promised shares of stock, but they only fully own these shares after meeting certain conditions, like staying with the company for a set time. They matter because they can become valuable assets and are often used to motivate employees to help the company succeed.

performance stock units financial

"vesting of restricted stock units and performance stock units during"

Performance stock units are a type of company award that grants employees shares of stock only if certain performance goals are met. They motivate employees to work toward specific company achievements, aligning their interests with those of shareholders. For investors, they can influence a company's future stock supply and reflect management’s confidence in reaching key targets.

10b5-1 regulatory

"10b5-1 Sales for JOSHUA FRANKS 601 12th Street"

A 10b5-1 plan is a pre-set schedule that lets company insiders buy or sell shares according to written instructions made when they do not possess material, nonpublic information. Think of it as a timed automatic payment for stock trades: it helps insiders avoid accusations of trading on secret information and gives outside investors a clearer signal about whether sales are routine or potentially informative about the company’s prospects.

FAQ

What does the Form 144 filing disclose for e.l.f. Beauty, Inc. (ELF)?

The Form 144 discloses that insider Joshua Franks plans to sell 22,004 shares of e.l.f. Beauty common stock, with an aggregate market value of $2,399,536.20, under Rule 144, using Morgan Stanley Smith Barney LLC as broker.

How many e.l.f. Beauty (ELF) shares is the insider planning to sell?

The filing states that 22,004 shares of e.l.f. Beauty common stock are planned to be sold. These shares were acquired upon vesting of restricted stock units and performance stock units granted by the issuer.

What is the reported market value of the e.l.f. Beauty (ELF) shares to be sold?

The Form 144 reports an aggregate market value of $2,399,536.20 for the 22,004 shares of e.l.f. Beauty common stock covered by the planned sale.

How many e.l.f. Beauty (ELF) shares were outstanding as of the Form 144 date?

The notice states that there were 59,007,996 shares of e.l.f. Beauty common stock outstanding as of September 1, 2026. This figure is provided as context for the Rule 144 sale.

What prior sales by Joshua Franks in ELF stock are disclosed in the last 3 months?

The filing lists sales of 5,718 shares for $571,800.00 on August 19, 2026, 3,505 shares for $180,612.65 on June 9, 2026, and 6,854 shares for $355,996.76 on June 4, 2026.

How were the ELF shares being sold by Joshua Franks originally acquired?

The notice explains that the securities to be sold were acquired from the issuer upon the vesting of restricted stock units and performance stock units during the period from June 1, 2024 through June 3, 2025.

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Available on EDGAR 09/01/2026 - 04:56 PM Accepted by SEC EDGAR 09/01/2026 - 04:55 PM Learn about SEC filing dates

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	0001797370
Filer CCC	XXXXXXXX
Is this a LIVE or TEST Filing?	LIVE TEST
Submission Contact Information
Name
Phone
E-Mail Address

144: Issuer Information

Name of Issuer	E.L.F BEAUTY INC
SEC File Number	001-37873
Address of Issuer	601 12th Street, 14th Floor Oakland CALIFORNIA 94607
Phone	5107787787
Name of Person for Whose Account the Securities are To Be Sold	JOSHUA FRANKS
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	Officer

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	22004	2399536.20	59007996	09/01/2026	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	06/01/2024	Restricted Stock Units and Performance Stock Units	Issuer			22004	06/01/2024	N/A

* 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

Name and Address of Seller	Title of Securities Sold	Date of Sale	Amount of Securities Sold	Gross Proceeds
10b5-1 Sales for JOSHUA FRANKS 601 12th Street, 14th Floor Oakland CA 94607	Common	08/19/2026	5718	571800.00
JOSHUA FRANKS 601 12th Street, 14th Floor Oakland CA 94607	Common	06/09/2026	3505	180612.65
JOSHUA FRANKS 601 12th Street, 14th Floor Oakland CA 94607	Common	06/04/2026	6854	355996.76

144: Remarks and Signature

Remarks	The securities to be sold were acquired upon the vesting of restricted stock units and performance stock units during the period of 06/01/2024 through 06/03/2025.
Date of Notice	09/01/2026
Date of Plan Adoption or Giving of Instruction, If Relying on Rule 10b5-1	03/03/2026
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	/s/ Joshua Franks
ATTENTION: Intentional misstatements or omission of facts constitute Federal Criminal Violations (See 18 U.S.C. 1001)