Ulta Beauty officer plans $1.09M stock sale

Ulta Beauty officer Kecia Steelman filed a Rule 144 notice to sell 2,000 shares of company common stock that vested from equity compensation awards.

Available on EDGAR 09/17/2026 - 04:45 PM EDT Accepted by SEC EDGAR 09/17/2026 - 04:44 PM EDT Learn about SEC filing dates

Rhea-AI Filing Summary

Ulta Beauty, Inc. (ULTA) is the issuer of common stock covered by a notice of proposed sale filed for the account of officer Kecia Steelman under Rule 144. The notice relates to a planned sale of 2,000 shares of Ulta Beauty common stock through Charles Schwab & Co., Inc.

The shares to be sold arose from the lapse of RSU/PSU awards on March 15, 2024 as equity compensation. The form lists 42,757,471 shares of Ulta Beauty common stock outstanding and an aggregate market value of $1,091,766 for the 2,000 shares, with a stated sale date of September 17, 2026 on Nasdaq.

Key Figures

Shares proposed to be sold: 2,000 shares Aggregate market value of proposed sale: $1,091,766.00 Shares outstanding: 42,757,471 shares +2 more

5 metrics

Shares proposed to be sold 2,000 shares Common stock to be sold for the account of officer Kecia Steelman under Rule 144

Aggregate market value of proposed sale $1,091,766.00 Value associated with 2,000 Ulta Beauty common shares listed in the securities information section

Shares outstanding 42,757,471 shares Ulta Beauty common stock outstanding as listed in the Form 144

Date RSU/PSU lapsed March 15, 2024 Date on which RSU / PSU awards lapsed, generating the 2,000 shares of equity compensation

Proposed sale date September 17, 2026 Date listed for the sale of the 2,000 Ulta Beauty common shares on Nasdaq

Key Terms

Rule 144, RSU / PSU Lapses, Equity Compensation

3 terms

Rule 144 regulatory

"See the definition of "person" in paragraph (a) of Rule 144."

Rule 144 is a U.S. securities regulation that sets conditions under which restricted or insider-held shares can be legally resold to the public, such as required holding periods, availability of public information, limits on how much can be sold at once, and certain filing requirements. For investors it matters because it determines when previously locked-up shares can enter the market — like a release valve that can increase supply, affect share price, and signal insider intent.

RSU / PSU Lapses financial

"Common | 03/15/2024 | RSU / PSU Lapses | ULTA BEAUTY, INC."

Equity Compensation financial

"03/15/2024 | Equity Compensation"

Equity compensation is pay given to employees, executives or contractors in the form of company ownership—such as stock, stock options or restricted shares—rather than just cash. It matters to investors because it can align workers' incentives with shareholders (like paying someone in slices of the same pie they help grow), but it also increases the number of shares outstanding and company expenses, affecting ownership percentages and earnings per share.

FAQ

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

What does the Form 144 filing for ULTA disclose?

It discloses that officer Kecia Steelman has filed a notice under Rule 144 for a proposed sale of 2,000 shares of Ulta Beauty, Inc. common stock, with the transaction to be executed through Charles Schwab & Co., Inc. on Nasdaq.

How many ULTA shares are proposed to be sold under this Form 144?

The notice covers a proposed sale of 2,000 shares of Ulta Beauty, Inc. common stock. These shares are listed in the securities information and securities-to-be-sold sections of the filing.

What is the origin of the ULTA shares to be sold by Kecia Steelman?

The 2,000 shares of Ulta Beauty common stock arose from RSU / PSU lapses on March 15, 2024, described in the filing as equity compensation from Ulta Beauty, Inc.

What market value is associated with the 2,000 ULTA shares in the Form 144?

The filing lists an aggregate market value of $1,091,766.00 for the 2,000 shares of Ulta Beauty common stock covered by the proposed sale through Charles Schwab & Co., Inc.

How many Ulta Beauty (ULTA) shares are reported as outstanding in this filing?

The Form 144 states that there are 42,757,471 shares of Ulta Beauty, Inc. common stock outstanding, presented alongside the proposed Rule 144 sale information.

When is the proposed sale date for the ULTA shares in this Form 144?

The securities information section lists a sale date of September 17, 2026 for the proposed sale of 2,000 Ulta Beauty common shares on Nasdaq through Charles Schwab & Co., Inc.

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

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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	0001866021
Filer CCC	XXXXXXXX
Is this a LIVE or TEST Filing?	LIVE TEST
Submission Contact Information
Name
Phone
E-Mail Address

144: Issuer Information

Name of Issuer	Ulta Beauty, Inc.
SEC File Number	001-33764
Address of Issuer	1000 REMINGTON BLVD SUITE 120 BOLINGBROOK ILLINOIS 60440
Phone	630-410-4800
Name of Person for Whose Account the Securities are To Be Sold	Steelman Kecia
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	Officer

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	Charles Schwab & Co., Inc 3000 Schwab Way Westlake TX 76262	2000	1091766.00	42757471	09/17/2026	NASDAQ

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	03/15/2024	RSU / PSU Lapses	ULTA BEAUTY, INC.			2000	03/15/2024	Equity Compensation

* 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

Nothing to Report

144: Remarks and Signature

Remarks
Date of Notice	09/17/2026
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	Kecia Steelman
ATTENTION: Intentional misstatements or omission of facts constitute Federal Criminal Violations (See 18 U.S.C. 1001)