e.l.f. Beauty SVP sells $606K in stock

SVP, Operations of e.l.f. Beauty sold 5,512 ELF shares under a pre-arranged Rule 10b5-1 plan and continues to hold 138,797 shares including restricted stock units.

Rhea-AI Filing Summary

e.l.f. Beauty, Inc. (ELF) reports that Joshua Allen Franks, SVP, Operations, sold 5,512 shares of common stock on September 1, 2026 at $110.00 per share in an open-market or private transaction. The sale was made pursuant to a Rule 10b5-1 trading plan adopted on March 3, 2026. After this transaction, Franks directly holds 138,797 shares of common stock, which include 66,981 restricted stock units.

Insider Trade Summary 10b5-1

Net Seller: 5,512 shares

Net Sell 1 txn

Insider Franks Joshua Allen

Role SVP, Operations

Sold 5,512 shs ($606K)

Type	Security	Shares	Price	Value
Sale	Common Stock, $0.01 par value F1, F2	5,512	$110.00	$606K

Holdings After Transaction: Common Stock, $0.01 par value — 138,797 shares (Direct)

Footnotes (2)

1. F1. Transaction made pursuant to a 10b5-1 trading plan adopted by the Reporting Person on March 3, 2026.
2. F2. Includes 66,981 restricted stock units.

Key Figures

Shares sold: 5,512 shares Sale price per share: $110.00 per share Aggregate sale value: $606,320 +3 more

6 metrics

Shares sold 5,512 shares Common stock sale on September 1, 2026

Sale price per share $110.00 per share Common stock sold on September 1, 2026

Aggregate sale value $606,320 5,512 shares sold at $110.00 per share

Shares held after transaction 138,797 shares Direct holdings after September 1, 2026 sale

Restricted stock units included 66,981 RSUs Part of the 138,797 shares held after the sale

Rule 10b5-1 plan adoption date March 3, 2026 Plan under which the September 1, 2026 sale was made

Key Terms

Rule 10b5-1 trading plan, restricted stock units, open market or private transaction

3 terms

Rule 10b5-1 trading plan regulatory

"Transaction made pursuant to a 10b5-1 trading plan adopted by the Reporting Person"

A Rule 10b5-1 trading plan is a pre-arranged schedule that allows company insiders to buy or sell stock at specific times, even if they have inside information. It helps prevent accusations of unfair trading by making these transactions look planned and transparent, rather than sneaky or illegal.

restricted stock units financial

"Includes 66,981 restricted 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.

open market or private transaction market

"Sale in open market or private transaction"

FAQ

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

What insider transaction in ELF stock did SVP Operations Joshua Allen Franks report?

Joshua Allen Franks reported a sale of 5,512 shares of e.l.f. Beauty, Inc. common stock on September 1, 2026, at a price of $110.00 per share, in an open-market or private transaction.

Was the September 1, 2026 ELF stock sale made under a Rule 10b5-1 plan?

Yes. The sale of ELF shares on September 1, 2026 was made pursuant to a Rule 10b5-1 trading plan adopted by Joshua Allen Franks on March 3, 2026, indicating the trades were pre-arranged under that plan.

How many ELF shares did Joshua Allen Franks retain after the reported sale?

After the September 1, 2026 sale, Joshua Allen Franks directly held 138,797 shares of e.l.f. Beauty, Inc. common stock. This total includes 66,981 restricted stock units as disclosed in the filing footnote.

What was the total value of ELF shares sold by Joshua Allen Franks on September 1, 2026?

Joshua Allen Franks sold 5,512 ELF shares at $110.00 per share, for an aggregate transaction value of approximately $606,320, based on the reported per-share sale price and share count.

What is Joshua Allen Franks’s role at e.l.f. Beauty, Inc. (ELF)?

Joshua Allen Franks is reported as an officer of e.l.f. Beauty, Inc., serving as SVP, Operations, according to the Form 4 insider ownership filing describing the September 1, 2026 stock sale.

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

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Available on EDGAR 09/03/2026 - 06:34 PM EDT Accepted by SEC EDGAR 09/03/2026 - 06:26 PM EDT Learn about SEC filing dates

SEC Form 4

FORM 4

UNITED STATES SECURITIES AND EXCHANGE COMMISSION
Washington, D.C. 20549

STATEMENT OF CHANGES IN BENEFICIAL OWNERSHIP

Filed pursuant to Section 16(a) of the Securities Exchange Act of 1934
or Section 30(h) of the Investment Company Act of 1940

OMB APPROVAL

OMB Number:			3235-0287
Estimated average burden
hours per response:			0.5

Check this box if no longer subject to Section 16. Form 4 or Form 5 obligations may continue. See Instruction 1(b).

X

Check this box to indicate that a transaction was made pursuant to a contract, instruction or written plan for the purchase or sale of equity securities of the issuer that is intended to satisfy the affirmative defense conditions of Rule 10b5-1(c). See Instruction 10.

1. Name and Address of Reporting Person^*

Franks Joshua Allen

(Last) (First) (Middle)

C/O E.L.F. BEAUTY, INC.

601 12TH STREET, SUITE 1400

(Street)

OAKLAND CALIFORNIA 94607

(City) (State) (Zip)

UNITED STATES

(Country)

2. Issuer Name and Ticker or Trading Symbol
e.l.f. Beauty, Inc. [ ELF ]

5. Relationship of Reporting Person(s) to Issuer
(Check all applicable)

	Director		10% Owner
X	Officer (give title below)		Other (specify below)
	SVP, Operations

2a. Foreign Trading Symbol

3. Date of Earliest Transaction (Month/Day/Year)
09/01/2026

6. Individual or Joint/Group Filing (Check Applicable Line)

X	Form filed by One Reporting Person
	Form filed by More than One Reporting Person

4. If Amendment, Date of Original Filed (Month/Day/Year)

Table I - Non-Derivative Securities Acquired, Disposed of, or Beneficially Owned
1. Title of Security (Instr. 3)	2. Transaction Date (Month/Day/Year)	2A. Deemed Execution Date, if any (Month/Day/Year)	3. Transaction Code (Instr. 8)		4. Securities Acquired (A) or Disposed Of (D) (Instr. 3, 4 and 5)			5. Amount of Securities Beneficially Owned Following Reported Transaction(s) (Instr. 3 and 4)	6. Ownership Form: Direct (D) or Indirect (I) (Instr. 4)	7. Nature of Indirect Beneficial Ownership (Instr. 4)
			Code	V	Amount	(A) or (D)	Price
Common Stock, $0.01 par value	09/01/2026		S(1)		5,512	D	$110	138,797(2)	D

Table II - Derivative Securities Acquired, Disposed of, or Beneficially Owned (e.g., puts, calls, warrants, options, convertible securities)
1. Title of Derivative Security (Instr. 3)	2. Conversion or Exercise Price of Derivative Security	3. Transaction Date (Month/Day/Year)	3A. Deemed Execution Date, if any (Month/Day/Year)	4. Transaction Code (Instr. 8)		5. Number of Derivative Securities Acquired (A) or Disposed of (D) (Instr. 3, 4 and 5)		6. Date Exercisable and Expiration Date (Month/Day/Year)		7. Title and Amount of Securities Underlying Derivative Security (Instr. 3 and 4)		8. Price of Derivative Security (Instr. 5)	9. Number of derivative Securities Beneficially Owned Following Reported Transaction(s) (Instr. 4)	10. Ownership Form: Direct (D) or Indirect (I) (Instr. 4)	11. Nature of Indirect Beneficial Ownership (Instr. 4)
				Code	V	(A)	(D)	Date Exercisable	Expiration Date	Title	Amount or Number of Shares

Explanation of Responses:

1. Transaction made pursuant to a 10b5-1 trading plan adopted by the Reporting Person on March 3, 2026.

2. Includes 66,981 restricted stock units.

	/s/ Scott K. Milsten, Attorney-in-fact for Joshua Allen Franks	09/03/2026
	** Signature of Reporting Person	Date
Reminder: Report on a separate line for each class of securities beneficially owned directly or indirectly.
* If the form is filed by more than one reporting person, see Instruction 4 (b)(v).
** Intentional misstatements or omissions of facts constitute Federal Criminal Violations See 18 U.S.C. 1001 and 15 U.S.C. 78ff(a).
Note: File three copies of this Form, one of which must be manually signed. If space is insufficient, see Instruction 6 for procedure.
Persons who respond to the collection of information contained in this form are not required to respond unless the form displays a currently valid OMB Number.
* Form 4: SEC 1474 (03-26)