e.l.f. Beauty officer Franks proposes $1.02M sale

The common shares were acquired through restricted stock unit and performance stock unit vesting from June 1, 2024 through June 1, 2026.

Available on EDGAR 11/05/2026 - 04:32 PM EST Accepted by SEC EDGAR 11/05/2026 - 04:30 PM EST Learn about SEC filing dates

Rhea-AI Filing Summary

e.l.f. Beauty, Inc. officer Joshua Franks reported a proposed sale of 8,965 common shares, with an aggregate market value of $1,018,692.95, for approximately November 5, 2026. Morgan Stanley Smith Barney LLC is identified as the broker. The shares were acquired upon vesting of restricted stock units and performance stock units from June 1, 2024 through June 1, 2026.

Key Figures

Proposed sale shares: 8,965 shares Aggregate market value: $1,018,692.95 Prior sale shares: 7,926 shares +3 more

6 metrics

Proposed sale shares 8,965 shares Approximate sale date: November 5, 2026

Aggregate market value $1,018,692.95 Proposed sale

Prior sale shares 7,926 shares October 15, 2026

Reported prior sale value $873,071.92 October 15, 2026

Prior sale shares 8,366 shares October 12, 2026

Reported prior sale value $920,310.50 October 12, 2026

Key Terms

Restricted Stock Units, Performance Stock Units, 10b5-1 Sales, Rule 144

4 terms

Restricted Stock Units financial

"Restricted Stock Units and Performance Stock Units"

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

"Restricted Stock Units and Performance Stock Units"

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 Sales regulatory

"10b5-1 Sales for Joshua Franks"

10b5-1 sales are pre-arranged stock-trading plans that let company insiders automatically buy or sell shares according to a fixed schedule or formula, even if they later learn confidential information. Think of it as setting up an automatic thermostat for trades: it creates a clear, documented path that can protect insiders from insider-trading accusations and gives investors a signal about predictable insider activity—though it can also simply be a way for insiders to diversify or raise cash.

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.

FAQ

AI-generated questions and answers. How Rhea-AI works. Not financial advice.

How many ELF shares is Joshua Franks proposing to sell?

Joshua Franks, an officer of e.l.f. Beauty, reported a proposed sale of 8,965 common shares, with an aggregate market value of $1,018,692.95, for approximately November 5, 2026.

What prior ELF stock sales did Joshua Franks report?

The prior-sales table lists 7,926 shares for $873,071.92 on October 15, 2026; 8,366 shares for $920,310.50 on October 12; 3,300 shares for $336,204.33 on September 9; 200 shares for $22,000 on September 8; 5,512 shares for $606,320 on September 1; and 5,718 shares for $571,800 on August 19. The rows for October 15, October 12, September 8, September 1, and August 19 are labeled 10b5-1 sales.

AI-generated analysis. How Rhea-AI works. Not financial advice.

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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	8965	1018692.95	59007996	11/05/2026	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			8965	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	10/15/2026	7926	873071.92
10b5-1 Sales for JOSHUA FRANKS 601 12th Street, 14th Floor Oakland CA 94607	Common	10/12/2026	8366	920310.50
JOSHUA FRANKS 601 12th Street, 14th Floor Oakland CA 94607	Common	09/09/2026	3300	336204.33
10b5-1 Sales for JOSHUA FRANKS 601 12th Street, 14th Floor Oakland CA 94607	Common	09/08/2026	200	22000.00
10b5-1 Sales for JOSHUA FRANKS 601 12th Street, 14th Floor Oakland CA 94607	Common	09/01/2026	5512	606320.00
10b5-1 Sales for JOSHUA FRANKS 601 12th Street, 14th Floor Oakland CA 94607	Common	08/19/2026	5718	571800.00

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 06/01/2026.
Date of Notice	11/05/2026
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)