e.l.f. Beauty SVP Franks sells 8,366 shares

The SVP of Operations had a reported post-sale position of 126,931 shares, including 66,981 restricted stock units.

Rhea-AI Filing Summary

At e.l.f. Beauty, Inc., SVP of Operations Joshua Allen Franks sold 8,366 shares of common stock on October 12, 2026, at a weighted average price of $110.0060 per share. The sale was made under a Rule 10b5-1 trading plan adopted on March 3, 2026. His reported position after the sale was 126,931 shares, including 66,981 restricted stock units.

Insider Trade Summary 10b5-1

Net Seller: 8,366 shares

Net Sell 1 txn

Insider Franks Joshua Allen

Role SVP, Operations

Sold 8,366 shs ($920K)

Type	Security	Shares	Price	Value
Sale	Common Stock, $0.01 par value F1, F2, F3	8,366	$110.006	$920K

Holdings After Transaction: Common Stock, $0.01 par value — 126,931 shares (Direct)

Footnotes (3)

1. F1. Transaction made pursuant to a 10b5-1 trading plan adopted by the Reporting Person on March 3, 2026.
2. F2. The transaction was executed in multiple trades in prices ranging from $110.00 to $110.06, inclusive. The price reported in Column 4 above reflects the weighted average sale price. The reporting person hereby undertakes to provide to the Securities and Exchange Commission staff, the Issuer, or a security holder of the Issuer, upon request, full information regarding the number of shares sold at each respective price within the range set forth in this footnote.
3. F3. Includes 66,981 restricted stock units.

Key Figures

Shares sold: 8,366 shares Weighted average sale price: $110.0060 per share Reported position after sale: 126,931 shares +1 more

4 metrics

Shares sold 8,366 shares October 12, 2026

Weighted average sale price $110.0060 per share Sale on October 12, 2026

Reported position after sale 126,931 shares Includes 66,981 restricted stock units

Execution price range $110.00 to $110.06 per share Multiple trades; inclusive

Key Terms

10b5-1 trading plan, weighted average sale price, restricted stock units

3 terms

10b5-1 trading plan regulatory

"pursuant to a 10b5-1 trading plan"

A 10b5-1 trading plan is a pre-arranged strategy that allows company insiders to buy or sell company stock at set times, regardless of their current knowledge about the company's situation. It acts like a scheduled appointment for trading, helping prevent the appearance of impropriety or insider trading. This plan provides a way for insiders to sell or buy shares in a controlled, transparent manner, offering reassurance to investors about fair trading practices.

weighted average sale price financial

"reflects the weighted average sale price"

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.

FAQ

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

How many ELF shares did the SVP of Operations sell, and at what price?

Joshua Allen Franks, e.l.f. Beauty's SVP of Operations, sold 8,366 shares at a weighted average price of $110.0060 per share on October 12, 2026, under a Rule 10b5-1 trading plan adopted on March 3, 2026.

What price range did the ELF share sale execute at?

The sale was executed in multiple trades at prices from $110.00 to $110.06 per share, inclusive; the reported weighted average sale price was $110.0060 per share.

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

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Available on EDGAR 10/14/2026 - 06:05 PM EDT Accepted by SEC EDGAR 10/14/2026 - 06:05 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)
10/12/2026

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	10/12/2026		S(1)		8,366	D	$110.006(2)	126,931(3)	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. The transaction was executed in multiple trades in prices ranging from $110.00 to $110.06, inclusive. The price reported in Column 4 above reflects the weighted average sale price. The reporting person hereby undertakes to provide to the Securities and Exchange Commission staff, the Issuer, or a security holder of the Issuer, upon request, full information regarding the number of shares sold at each respective price within the range set forth in this footnote.

3. Includes 66,981 restricted stock units.

	/s/ Scott K. Milsten, Attorney-in-fact for Joshua Allen Franks	10/14/2026
	** 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)