e.l.f. Beauty (ELF) Form 144 Discloses 785-Share Sale; Prior June Sale Listed

Rhea-AI Filing Summary

Form 144 notice for e.l.f. Beauty, Inc. (ELF) reports a proposed sale of 785 restricted common shares by the named person through Morgan Stanley Smith Barney on the NYSE, with an aggregate market value of $100,792.59 and an approximate sale date of 08/28/2025. The shares were acquired as restricted stock on 08/22/2024 and payment was recorded as not applicable.

The filing also discloses a prior sale by Maureen C. Watson of 3,875 common shares on 06/03/2025 generating gross proceeds of $445,625.00. The filer certifies no undisclosed material adverse information and includes the standard Rule 144 representations.

Positive

• Acquisition documented: 785 shares were acquired as restricted stock on 08/22/2024, providing clear provenance for the securities to be sold

Negative

• Insider selling: Proposed sale of 785 shares valued at $100,792.59 and a prior sale of 3,875 shares on 06/03/2025 for $445,625.00, which may be viewed negatively by some investors

Insights

Securities Analyst

TL;DR: Insider selling a modest number of shares; size and timing appear routine, likely limited market impact.

The Form 144 shows a proposed sale of 785 restricted shares valued at $100,792.59 and a recent sale of 3,875 shares with $445,625 gross proceeds. For a public company, these sizes are relatively small and executed through a major broker, suggesting routine liquidity by an insider rather than a signal of company-wide issues. The filing includes acquisition details confirming the shares were issued as restricted stock on 08/22/2024, which explains the timing of a Rule 144 filing once eligible to sell.

Corporate Governance Expert

TL;DR: Disclosure aligns with Rule 144 requirements; representation of no undisclosed adverse information is standard and included.

The notice contains the required elements: class of securities, broker name and address, number of shares, market value, acquisition date and nature (restricted stock), and prior sales over the past three months. The signer affirms absence of undisclosed material adverse information, which is the standard certification for Rule 144 filings. No governance concerns are evident from the data provided 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

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	785	100792.59	56734903	08/28/2025	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	08/22/2024	Restricted Stock	Issuer			785	08/22/2024	Not Applicable

* 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
MAUREEN C WATSON 601 12th Street, 14th Floor Oakland CA 94607	Common	06/03/2025	3875	445625.00

144: Remarks and Signature

Remarks

Date of Notice

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 report?

The filing reports a proposed sale of 785 restricted common shares via Morgan Stanley Smith Barney on the NYSE with aggregate market value $100,792.59 and an approximate sale date of 08/28/2025.

When were the 785 shares acquired according to the filing?

The shares were acquired as restricted stock on 08/22/2024 and payment was noted as not applicable.

Does the filing disclose other recent sales by the same person?

Yes. It discloses Maureen C. Watson sold 3,875 shares on 06/03/2025 with gross proceeds of $445,625.00.

Through which broker will the proposed sale be executed?

The proposed sale lists Morgan Stanley Smith Barney LLC, Executive Financial Services, 1 New York Plaza, 8th Floor, New York, NY 10004 as the broker.

Does the filer state there is undisclosed material adverse information?

The filer represents by signing the notice that they do not know of any material adverse information