e.l.f. Beauty (NYSE: ELF) CCO sells 25,357 shares under 10b5-1 plan

Filing Impact

(Very High)

Filing Sentiment

(Negative)

Form Type

Rhea-AI Filing Summary

e.l.f. Beauty, Inc.’s Chief Commercial Officer, Jennifer Catherine Hartnett, completed an open-market sale of 25,357 shares of common stock at $80.00 per share. The transaction was executed under a pre-arranged Rule 10b5-1 trading plan adopted on June 12, 2025.

After the sale, she holds 28,699 shares directly, which includes 24,079 restricted stock units that typically vest over time. This filing shows a planned insider sale while the executive maintains a meaningful equity stake in the company.

Insider Trade Summary 10b5-1

Net Seller: 25,357 shares ($2,028,560)

Net Sell 1 txn

Insider Hartnett Jennifer Catherine

Role Chief Commercial Officer

Sold 25,357 shs ($2.03M)

Type	Security	Shares	Price	Value
Sale	Common Stock, $0.01 par value	25,357	$80.00	$2.03M

Holdings After Transaction: Common Stock, $0.01 par value — 28,699 shares (Direct, null)

Footnotes (1)

Transaction made pursuant to a 10b5-1 trading plan adopted by the Reporting Person on June 12, 2025. Includes 24,079 restricted stock units.

Key Figures

Shares sold: 25,357 shares Sale price: $80.00 per share Shares held after transaction: 28,699 shares +3 more

6 metrics

Shares sold 25,357 shares Open-market sale of common stock

Sale price $80.00 per share Price for the 25,357 shares sold

Shares held after transaction 28,699 shares Direct ownership following the sale

Restricted stock units included 24,079 RSUs Part of the 28,699 shares reported after transaction

Transaction code S Classified as a sale in open market or private transaction

Trading plan adoption date June 12, 2025 Date Rule 10b5-1 trading plan was adopted

Key Terms

Rule 10b5-1 trading plan, restricted stock units, open-market sale, non-derivative

4 terms

Rule 10b5-1 trading plan regulatory

"Transaction made pursuant to a 10b5-1 trading plan adopted by the Reporting Person on June 12, 2025."

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 24,079 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 sale financial

"transaction_action is described as an open-market sale of common stock."

An open-market sale is when a shareholder sells existing shares directly on a public exchange to any willing buyer, rather than through a private deal. Think of it like putting goods on a busy market stall where price is set by supply and demand; for investors it matters because such sales increase available supply, can put short-term downward pressure on the stock price, and signal changes in liquidity or investor confidence.

non-derivative financial

"The transaction_type is non-derivative, involving common stock directly."

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Form 4 Insider Transactions: What Each Field Means →

Available on EDGAR 07/02/2026 - 05:58 PM Accepted by SEC EDGAR 07/02/2026 - 05:57 PM

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).

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^*

Hartnett Jennifer Catherine

(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)
	Chief Commercial Officer

2a. Foreign Trading Symbol

3. Date of Earliest Transaction (Month/Day/Year)
07/01/2026

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)
1. Title of Security (Instr. 3)	2. Transaction Date (Month/Day/Year)	2A. Deemed Execution Date, if any (Month/Day/Year)	Code	V	Amount	(A) or (D)	Price		6. Ownership Form: Direct (D) or Indirect (I) (Instr. 4)	7. Nature of Indirect Beneficial Ownership (Instr. 4)
Common Stock, $0.01 par value	07/01/2026		S⁽¹⁾		25,357	D	$80	28,699⁽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)
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)	Code	V	(A)	(D)	Date Exercisable	Expiration Date	Title	Amount or Number of Shares	8. Price of Derivative Security (Instr. 5)		10. Ownership Form: Direct (D) or Indirect (I) (Instr. 4)	11. Nature of Indirect Beneficial Ownership (Instr. 4)

Explanation of Responses:

1. Transaction made pursuant to a 10b5-1 trading plan adopted by the Reporting Person on June 12, 2025.

2. Includes 24,079 restricted stock units.

	/s/ Scott K. Milsten, Attorney-in-Fact for Jennifer Catherine Hartnett	07/02/2026
	** 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)

Source: View Original Filing on SEC EDGAR

FAQ

What insider transaction did e.l.f. Beauty (ELF) disclose for Jennifer Hartnett?

e.l.f. Beauty disclosed that Chief Commercial Officer Jennifer Catherine Hartnett sold 25,357 shares of common stock in an open-market transaction at $80.00 per share. The sale was reported in a Form 4 insider filing with the SEC.

Was the e.l.f. Beauty (ELF) insider sale made under a Rule 10b5-1 plan?

Yes. The filing states the transaction was made pursuant to a Rule 10b5-1 trading plan adopted by Jennifer Catherine Hartnett on June 12, 2025. Such pre-arranged plans automate trades and can reduce the importance of timing decisions.

How many e.l.f. Beauty (ELF) shares did the CCO sell and at what price?

Jennifer Catherine Hartnett sold 25,357 shares of e.l.f. Beauty common stock at $80.00 per share. The transaction was classified as an open-market sale of non-derivative common stock with a par value of $0.01 per share.

How many e.l.f. Beauty (ELF) shares does Jennifer Hartnett hold after this sale?

After the transaction, Jennifer Catherine Hartnett holds 28,699 shares directly. This total includes 24,079 restricted stock units, which generally convert into common shares over time as vesting conditions are satisfied.

What type of security was involved in the latest e.l.f. Beauty (ELF) insider trade?

The transaction involved e.l.f. Beauty’s common stock with a $0.01 par value. It was a non-derivative security, meaning it was the actual common shares themselves rather than options, warrants, or other derivative instruments.

Does the e.l.f. Beauty (ELF) Form 4 show any option exercises or derivative trades?

No. The filing only reports a non-derivative open-market sale of common stock. The derivative section is empty in this Form 4, indicating no option exercises, conversions, or other derivative transactions were reported in this instance.