e.l.f. Beauty SVP sells $22K in stock

SVP of operations at e.l.f. Beauty reported a small planned stock sale and a sizable charitable gift, while retaining a large restricted stock unit position.

Rhea-AI Filing Summary

e.l.f. Beauty, Inc. (ELF) reports that senior vice president of operations Joshua Allen Franks sold 200 shares of common stock on September 8, 2026 at $110 per share. This sale was made under a Rule 10b5-1 trading plan adopted on March 3, 2026, and follows a gift of 3,300 shares on September 4, 2026 to a donor advised fund. Franks continues to hold equity-based awards, including 66,981 restricted stock units.

Insider Trade Summary

Net Seller: 200 shares

Net Sell 2 txns

Insider Franks Joshua Allen

Role SVP, Operations

Sold 200 shs ($22K)

Type	Security	Shares	Price	Value
Sale	Common Stock, $0.01 par value F3, F2	200	$110.00	$22K
Gift	Common Stock, $0.01 par value F1, F2	3,300	$0.00	$0.00

Holdings After Transaction: Common Stock, $0.01 par value — 135,297 shares (Direct)

Footnotes (3)

1. F1. Represents a gift to MS GIFT FRANKS FAMILY TRUST DAF, a donor advised fund.
2. F2. Includes 66,981 restricted stock units.
3. F3. Transaction made pursuant to a 10b5-1 trading plan adopted by the Reporting Person on March 3, 2026.

Key Figures

Shares sold: 200 shares Sale price: $110 per share Sale value: $22,000 +3 more

6 metrics

Shares sold 200 shares Common stock sold on September 8, 2026 by SVP of operations

Sale price $110 per share Price received for 200 shares sold on September 8, 2026

Sale value $22,000 Approximate value of 200 shares sold at $110 per share

Shares gifted 3,300 shares Common stock gifted on September 4, 2026 to a donor advised fund

Restricted stock units 66,981 units Restricted stock units included in Joshua Allen Franks’ holdings

10b5-1 plan adoption date March 3, 2026 Date the trading plan governing the September 8, 2026 sale was adopted

Key Terms

restricted stock units, donor advised fund, Rule 10b5-1 trading plan

3 terms

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.

donor advised fund financial

"Represents a gift to MS GIFT FRANKS FAMILY TRUST DAF, a donor advised fund."

A donor advised fund is a charitable savings account you fund with cash or assets (including stocks) that lets you take an immediate tax benefit while recommending when and which charities receive grants over time. Think of it like a dedicated piggy bank for giving: you get tax relief when you put money in, can avoid selling appreciated securities and triggering capital gains, and still control the timing and recipients of donations, which affects tax planning, portfolio decisions, and public giving signals.

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.

FAQ

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

What insider transactions did ELF executive Joshua Allen Franks report?

Joshua Allen Franks reported a sale of 200 ELF shares on September 8, 2026 at $110 per share, made under a Rule 10b5-1 trading plan, and a gift of 3,300 shares on September 4, 2026 to a donor advised fund.

How many e.l.f. Beauty (ELF) shares did the SVP of operations sell?

The SVP of operations sold 200 shares of e.l.f. Beauty common stock on September 8, 2026 at a price of $110 per share, for a total transaction value of $22,000, in a reported open-market or private transaction.

Was the September 8, 2026 ELF stock sale made under a Rule 10b5-1 plan?

Yes. The filing states that the September 8, 2026 sale of 200 ELF shares at $110 per share was made pursuant to a Rule 10b5-1 trading plan adopted by Joshua Allen Franks on March 3, 2026.

What charitable gift of ELF shares did Joshua Allen Franks make?

On September 4, 2026, Joshua Allen Franks made a gift of 3,300 shares of e.l.f. Beauty common stock. The filing notes this was a gift to MS GIFT FRANKS FAMILY TRUST DAF, which is described as a donor advised fund.

How many restricted stock units does the ELF executive still hold?

The filing states that Joshua Allen Franks’ holdings include 66,981 restricted stock units. This figure is presented in a footnote describing his remaining equity-based awards after the reported sale and gift transactions.

Does the Form 4 show how many ELF shares the insider owns after these transactions?

The Form 4 indicates that Joshua Allen Franks’ position includes 66,981 restricted stock units, but it does not provide a specific total number of common shares held directly after the reported sale and gift.

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

Form 4 Insider Transactions: What Each Field Means →

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Available on EDGAR 09/09/2026 - 06:19 PM EDT Accepted by SEC EDGAR 09/09/2026 - 06:18 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).

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)
09/04/2026

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	09/04/2026		G(1)		3,300	D	$0	135,497(2)	D
Common Stock, $0.01 par value	09/08/2026		S(3)		200	D	$110	135,297(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. Represents a gift to MS GIFT FRANKS FAMILY TRUST DAF, a donor advised fund.

2. Includes 66,981 restricted stock units.

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

	/s/ Scott K. Milsten, Attorney-in-fact for Joshua Allen Franks	09/09/2026
	** 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)