[144] Ulta Beauty, Inc. SEC Filing

Rhea-AI Filing Summary

Form 144 notice for Ulta Beauty (ULTA) shows a proposed sale of 690 shares of common stock to be executed through Charles Schwab on 09/19/2025 with an aggregate market value of $369,019. The filer reports those 690 shares were acquired the same day via an employee stock option exercise and the exercise was a cashless exercise with broker payment.

The filing also discloses a prior sale by the same account: 1,525 shares sold on 09/11/2025 for gross proceeds of $791,994. The notice includes the standard representation that the seller is not aware of any material nonpublic information about the issuer.

Positive

• Full disclosure of transaction details including broker, share counts, acquisition method, and gross proceeds for prior sale
• Use of cashless exercise via broker which is a standard and efficient method for option holders to monetize shares
• Insider attestation that they are not aware of any material nonpublic information supports regulatory compliance

Negative

• Insider selling activity (1,525 shares sold recently and 690 proposed) could be perceived negatively by some investors even if routine
• Transaction sizes are small relative to outstanding shares but represent realized proceeds that reduce insider ownership

Insights

Securities Analyst

TL;DR: Routine insider sale and cashless option exercise; transaction is disclosed and appears procedural rather than material.

The filing documents a proposed sale of 690 shares following a same-day employee stock option exercise and a recent sale of 1,525 shares for $791,994. From a market-impact perspective these volumes are small relative to the reported outstanding shares (44,838,364), suggesting limited dilution or market pressure. Disclosure consistency and use of a broker for a cashless exercise are standard practices and support transparency.

Corporate Governance Expert

TL;DR: Internal insider liquidity event disclosed properly; no governance red flags in the notice itself.

The notice indicates the shares were acquired via an employee stock option exercise and will be sold through a broker, with the filer representing no undisclosed material information. This aligns with typical compliance procedures for insider sales. The filing contains the required attestation language and broker details, which supports procedural compliance though it does not address broader governance context beyond this transaction.

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

144: Issuer Information

Name of Issuer

SEC File Number

Address of Issuer

Phone

Name of Person for Whose Account the Securities are To Be Sold

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

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	690	369019.00	44838364	09/19/2025	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	09/19/2025	Employee Stock Option Exercise	ULTA BEAUTY, INC.			690	09/19/2025	Broker Payment for Cashless Exercise

* 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

Name and Address of Seller	Title of Securities Sold	Date of Sale	Amount of Securities Sold	Gross Proceeds
Paula M Oyibo 1000 REMINGTON BLVD SUITE 120 BOLINGBROOK IL 60440	Ulta Beauty, Inc.	09/11/2025	1525	791994.00

144: Remarks and Signature

Remarks

Date of Notice

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

ATTENTION: Intentional misstatements or omission of facts constitute Federal Criminal Violations (See 18 U.S.C. 1001)

FAQ

What does the Form 144 for ULTA disclose about the proposed sale?

The form discloses a proposed sale of 690 shares of Ulta Beauty common stock through Charles Schwab on 09/19/2025 with an aggregate market value of $369,019.

How were the 690 shares acquired according to the filing?

The 690 shares were acquired on 09/19/2025 via an employee stock option exercise, with a broker payment for a cashless exercise.

Did the filer sell any ULTA shares recently?

Yes, the filing reports a prior sale of 1,525 shares on 09/11/2025 for gross proceeds of $791,994.

What broker will handle the proposed sale?

The proposed sale is to be executed through Charles Schwab & Co., Inc. located at 3000 Schwab Way, Westlake TX 76262.

How large are these transactions relative to Ulta's outstanding shares?

The filing lists 44,838,364 shares outstanding; the proposed 690-share sale and prior 1,525-share sale are small relative to that total.

Does the filer state any undisclosed material information about Ulta Beauty?

The filer represents by signing the notice that they do not know any material adverse information