Ulta Beauty CEO sells 2,000 shares at $545.88

Rhea-AI Filing Summary

Ulta Beauty, Inc. (ULTA) reported that President and CEO Kecia Steelman sold 2,000 shares of common stock on September 17, 2026 in an open-market transaction at a weighted average price of $545.8828 per share, with individual trade prices ranging from $545.8201 to $546.0600. Following this sale, she directly holds 40,489 shares of Ulta Beauty common stock. No Rule 10b5-1 trading plan is reported for this transaction.

Insider Trade Summary

Net Seller: 2,000 shares

Net Sell 1 txn

Insider Steelman Kecia

Role President and CEO

Sold 2,000 shs ($1.09M)

Type	Security	Shares	Price	Value
Sale	Common Stock F1	2,000	$545.8828	$1.09M

Holdings After Transaction: Common Stock — 40,489 shares (Direct)

Footnotes (1)

1. F1. The price reported in Column 4 is a weighted average price. The prices actually received ranged from $545.8201 to $546.0600. The reporting person has provided to the issuer, and will provide to any security holder of the issuer, or the SEC staff, upon request, information regarding the number of shares sold at each price within the range for all transactions reported in this Form 4 utilizing a weighted average price

Key Figures

Shares sold: 2,000 shares Weighted average sale price: $545.8828 per share Sale price range: $545.8201–$546.0600 per share +1 more

4 metrics

Shares sold 2,000 shares Common stock sale by CEO on September 17, 2026

Weighted average sale price $545.8828 per share Open-market sale on September 17, 2026

Sale price range $545.8201–$546.0600 per share Prices actually received within the reported weighted average

Shares held after transaction 40,489 shares CEO’s direct ownership following the September 17, 2026 sale

Key Terms

weighted average price, open market, Rule 10b5-1

3 terms

weighted average price financial

"The price reported in Column 4 is a weighted average price."

Weighted average price is the average price of a security where each trade or component is counted according to its size, so bigger trades pull the average more than smaller ones. Think of it like calculating the average cost of a grocery haul where items you bought more of have greater influence on the final per-item cost. Investors use it to understand the true average price paid or received, judge execution quality, and compare trading performance against market movement.

open market financial

"Sale in open market or private transaction"

An open market is a system where buying and selling of goods, services, or financial assets happen freely without restrictions or special controls. For investors, it means they can trade assets easily and quickly, which helps determine fair prices based on supply and demand. This environment encourages transparency and competition, making it easier to buy or sell with confidence.

Rule 10b5-1 regulatory

"No Rule 10b5-1 trading plan is reported for this transaction"

Rule 10b5-1 is a regulation that allows company insiders to buy or sell their shares at predetermined times, even if they have access to non-public information. It acts like setting a schedule in advance for transactions, helping prevent accusations of unfair trading. This rule provides a way for insiders to plan trades transparently, giving investors confidence that these transactions are not based on hidden information.

FAQ

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

What insider transaction did ULTA report for CEO Kecia Steelman?

Ulta Beauty reported that CEO Kecia Steelman sold 2,000 shares of common stock on September 17, 2026 in an open-market transaction, at a weighted average price of $545.8828 per share.

How many ULTA shares does the CEO hold after this Form 4 transaction?

After the September 17, 2026 sale, CEO Kecia Steelman directly holds 40,489 shares of Ulta Beauty common stock, as reported in the Form 4 filing.

At what price did the ULTA CEO sell shares in this Form 4 filing?

The reported price is a weighted average of $545.8828 per share, with actual sale prices ranging from $545.8201 to $546.0600 for the transactions on September 17, 2026.

Was the ULTA CEO’s share sale made under a Rule 10b5-1 trading plan?

No. The Form 4 indicates that no Rule 10b5-1 trading plan is reported for the September 17, 2026 sale by CEO Kecia Steelman.

What type of security was involved in the ULTA Form 4 transaction?

The transaction involved Ulta Beauty common stock. CEO Kecia Steelman sold 2,000 shares and now directly owns 40,489 shares of this security.

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

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Available on EDGAR 09/21/2026 - 05:16 PM Accepted by SEC EDGAR 09/21/2026 - 05:16 PM 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^*

Steelman Kecia

(Last) (First) (Middle)

1000 REMINGTON BLVD., SUITE 120

(Street)

BOLINGBROOK ILLINOIS 60440

(City) (State) (Zip)

UNITED STATES

(Country)

2. Issuer Name and Ticker or Trading Symbol
Ulta Beauty, Inc. [ ULTA ]

5. Relationship of Reporting Person(s) to Issuer
(Check all applicable)

	Director		10% Owner
X	Officer (give title below)		Other (specify below)
	President and CEO

2a. Foreign Trading Symbol

3. Date of Earliest Transaction (Month/Day/Year)
09/17/2026

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	09/17/2026		S		2,000	D	$545.8828(1)	40,489	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. The price reported in Column 4 is a weighted average price. The prices actually received ranged from $545.8201 to $546.0600. The reporting person has provided to the issuer, and will provide to any security holder of the issuer, or the SEC staff, upon request, information regarding the number of shares sold at each price within the range for all transactions reported in this Form 4 utilizing a weighted average price

	/s/ Rene G. Casares, as attorney-in-fact for Kecia Steelman	09/21/2026
	** 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)