ELF insider ownership: who sold, why, and what they still hold

Who	Shares	Price	% of total stake	Total stake after	Trade date	Filed
Tarang Amin Chief Executive Officer, Director Also under a disclosed plan	47,000	$103.31	n/a	n/a	Oct 1, 2026	Oct 5, 2026

What stands out

Three officers sold more than 25% of vested holdings: Kory Marchisotto (56% of holdings, $3.3M, 33% under a disclosed plan), Joshua Franks (87% of holdings, $3.2M, 37% under a disclosed plan) and Scott Milsten (51% of holdings, $2.2M, none under a disclosed plan).Kory Marchisotto: largest sale, Apr 27, 2026 · Joshua Franks: largest sale, Apr 27, 2026 · Scott Milsten: largest sale, Apr 27, 2026

Matthew Farrell bought 5K shares for $465K, first on Feb 20, 2026. These are the first by current officers or directors since Aug 14, 2018.Purchase, Feb 20, 2026

Percentages cover 9 of 15 officers and directors. 6 are left out

Left out: Tarang Amin, Tiffany Daniele and Charles Bergh (holdings couldn't be fully reconciled); Lauren Levitan, Mandy Fields and Jennifer Hartnett (most of their shares vested during the period, so a percentage would mislead).

Disclosed company stock is not an insider's whole wealth.

Who sold, and how much of their stake

Officers and directors, past 12 months. Each bar is the insider's vested stake at the start of the period (Oct 8, 2025). The gold part is what they sold.

SoldRest of starting stakeAdded during the period

Tarang Amin

Chief Executive Officer, Director

No bar: holdings couldn't be fully reconciled.

$16.0M75% planned

Jennifer Hartnett

Chief Commercial Officer

No bar: most of their shares vested during the period, so a percentage would mislead.

$4.1M49% planned

Mandy Fields

Senior Vice President and Chief Financial Officer

No bar: most of their shares vested during the period, so a percentage would mislead.

$3.8M44% planned

Kory Marchisotto

Senior Vice President, Chief Marketing Officer

56% · $3.3M33% planned

Joshua Franks

SVP, Operations

87% · $3.2M37% planned

All 7 sellers

Selling by month

Officers and directors, Oct 2025 to Oct 2026. Each sale is counted once: under a disclosed plan, else to cover taxes, else no plan disclosed.

Disclosed planTo cover taxesNo plan disclosed

Common questions

Is the e.l.f. Beauty, Inc. CEO selling stock?

Yes. Tarang Amin sold 216K shares ($16.0M) in the past 12 months, 75% of it under a trading plan disclosed in the filings.

Why are e.l.f. Beauty, Inc. insiders selling?

Filings rarely give a reason, and we don't guess at one. What they show is how the sales were made: 54% of sales by value ran under 10b5-1 trading plans disclosed in the filings, 44% were to cover taxes and 2% had no disclosed plan. A trading plan schedules sales in advance.

Are any e.l.f. Beauty, Inc. insiders buying?

Yes. 1 officer or director reported 1 purchase in the past 12 months (Form 4 code P, which includes private purchases).

How much of their stake did e.l.f. Beauty, Inc. insiders sell?

About 51% overall. As a group they ended with more shares than they started with. These figures leave out Tarang Amin, the largest holder (holdings couldn't be fully reconciled). That covers the 12 months to Oct 8, 2026 and counts vested shares reported on SEC Forms 3, 4 and 5, which is not an insider's whole wealth.

The evidence

Who sold7 officers and directors: amount, % of holdings, trading plan

Who sold	Amount	% of holdings	Trading plan
Tarang Amin Chief Executive Officer, Director	$16.0M 216K shares	i No percentage: holdings couldn't be fully reconciled.	75% under a disclosed plan
Jennifer Hartnett Chief Commercial Officer	$4.1M 61K shares	i No percentage: most of their shares vested during the period, so a percentage would mislead.	49% under a disclosed plan
Mandy Fields Senior Vice President and Chief Financial Officer	$3.8M 53K shares	i No percentage: most of their shares vested during the period, so a percentage would mislead.	44% under a disclosed plan
Kory Marchisotto Senior Vice President, Chief Marketing Officer	$3.3M 49K shares	56%	33% under a disclosed plan
Joshua Franks SVP, Operations	$3.2M 45K shares	87%	37% under a disclosed plan
Scott Milsten Officer	$2.2M 37K shares	51%	No plan disclosed
Lauren Levitan Director	$800K 13K shares	i No percentage: most of their shares vested during the period, so a percentage would mislead.	No plan disclosed

The full ownership picture12 of 15 insiders fully reconciled · 15 officers and directors

Vested shares across all share classes, held directly and through trusts, LLCs and family members, as reported on SEC Forms 3, 4 and 5. Unvested awards and options are never counted as owned shares.

Insider

Held Oct 8, 2025

Sold

Held Oct 8, 2026

Still held

Tarang Amin

Holdings couldn't be fully reconciled. Balance changed with no matching transaction and no footnote: -531,538 shares on Jun 10, 2026 (Family Trust (HP)). See the filing Sales and other transactions for Tarang Amin are complete.

Chief Executive Officer, Director

n/a

−216K

n/a

Vesting, gifts, unvested awards and holding lines for Tarang Amin

+213Kshares vested or exercised

0gifted (net of own trusts)

none reportedunvested awards, start → end

Includes unvested RSUs, amount not disclosed.
Unvested RSUs stated in footnotes are excluded from owned shares.
Additional holdings last reported more than 3 years ago are shown separately and excluded from totals.

Holdings couldn't be fully reconciled. Balance changed with no matching transaction and no footnote: -531,538 shares on Jun 10, 2026 (Family Trust (HP)). The balances below are as reported, not verified totals.

Held through	Share class	Oct 8, 2025	Oct 8, 2026
Direct	Common Stock, $0.01 par value	78,222	24,000
Amin Family General Partnership	Common Stock, $0.01 par value	468,532	560,778
Family Trust (HP) includes unvested RSUs, amount not disclosed	Common Stock, $0.01 par value	456,074	265,769
2025 Family Trust I	Common Stock, $0.01 par value	40,295	40,295
2025 Family Trust II	Common Stock, $0.01 par value	40,295	40,295
Spouse includes unvested RSUs, amount not disclosed	Common Stock, $0.01 par value	0	0
Tarang Amin 2025 GRAT	Common Stock, $0.01 par value	0	20,326
Hirni Amin 2025 GRAT	Common Stock, $0.01 par value	0	20,326
Family Trust (Rev)	Common Stock, $0.01 par value	0	0
Tarang Amin 2025 GRAT II	Common Stock, $0.01 par value	0	0
Hirni Amin 2025 GRAT II	Common Stock, $0.01 par value	0	0
Family Trust (TP)	Common Stock, $0.01 par value	0	265,769

Additional holdings last reported Jun 3, 2022, not confirmed since: 359,310 shares. Not included in any total or percentage on this page.

Direct, Common Stock, $0.01: 359,310 shares, last reported Jun 3, 2022

Kory Marchisotto

Unvested RSUs stated in footnotes are excluded from owned shares. Some sales match sales reported by Scott Milsten exactly (date, shares and price). Possibly the same shares reported by both; the filings don't confirm it. Some sales match sales reported by Jennifer Hartnett exactly (date, shares and price). Possibly the same shares reported by both; the filings don't confirm it.

Senior Vice President, Chief Marketing Officer

87K

−49K

103K

+19%

Vesting, gifts, unvested awards and holding lines for Kory Marchisotto

0shares vested or exercised

0gifted (net of own trusts)

none reportedunvested awards, start → end

Unvested RSUs stated in footnotes are excluded from owned shares.
Some sales match sales reported by Scott Milsten exactly (date, shares and price). Possibly the same shares reported by both; the filings don't confirm it.
Some sales match sales reported by Jennifer Hartnett exactly (date, shares and price). Possibly the same shares reported by both; the filings don't confirm it.

Held through	Share class	Oct 8, 2025	Oct 8, 2026
Direct	Common Stock, $0.01 par value	86,578	102,714

Scott Milsten

Unvested RSUs stated in footnotes are excluded from owned shares. Some sales match sales reported by Kory Marchisotto exactly (date, shares and price). Possibly the same shares reported by both; the filings don't confirm it.

Officer

73K

−37K

102K

+39%

Vesting, gifts, unvested awards and holding lines for Scott Milsten

0shares vested or exercised

0gifted (net of own trusts)

none reportedunvested awards, start → end

Unvested RSUs stated in footnotes are excluded from owned shares.
Some sales match sales reported by Kory Marchisotto exactly (date, shares and price). Possibly the same shares reported by both; the filings don't confirm it.

Held through	Share class	Oct 8, 2025	Oct 8, 2026
Direct	Common Stock, $0.01 par value	50,551	79,073
Milsten/Conner Trust dated October 17, 2008	Common Stock, $0.01 par value	22,761	22,761

Joshua Franks

Unvested RSUs stated in footnotes are excluded from owned shares.

SVP, Operations

52K

−45K

68K

+31%

Vesting, gifts, unvested awards and holding lines for Joshua Franks

0shares vested or exercised

−3.3Kgifted (net of own trusts)

none reportedunvested awards, start → end

Unvested RSUs stated in footnotes are excluded from owned shares.

Held through	Share class	Oct 8, 2025	Oct 8, 2026
Direct	Common Stock, $0.01 par value	51,971	68,316

Lori Keith

Unvested RSUs stated in footnotes are excluded from owned shares.

Director

21K

23K

no sales

Vesting, gifts, unvested awards and holding lines for Lori Keith

0shares vested or exercised

0gifted (net of own trusts)

none reportedunvested awards, start → end

Unvested RSUs stated in footnotes are excluded from owned shares.

Held through	Share class	Oct 8, 2025	Oct 8, 2026
Direct	Common Stock, $0.01 par value	21,018	22,698

Kenneth Mitchell Jr.

Unvested RSUs stated in footnotes are excluded from owned shares.

Director

16K

18K

no sales

Vesting, gifts, unvested awards and holding lines for Kenneth Mitchell Jr.

0shares vested or exercised

0gifted (net of own trusts)

none reportedunvested awards, start → end

Unvested RSUs stated in footnotes are excluded from owned shares.

Held through	Share class	Oct 8, 2025	Oct 8, 2026
Direct	Common Stock, $0.01 par value	16,171	17,847

Lauren Levitan

Unvested RSUs stated in footnotes are excluded from owned shares.

Director

12K

−13K

11K

not meaningful

Vesting, gifts, unvested awards and holding lines for Lauren Levitan

+10Kshares vested or exercised

0gifted (net of own trusts)

none reportedunvested awards, start → end

Unvested RSUs stated in footnotes are excluded from owned shares.

Held through	Share class	Oct 8, 2025	Oct 8, 2026
Direct	Common Stock, $0.01 par value	11,507	10,516

Mandy Fields

Unvested RSUs stated in footnotes are excluded from owned shares.

Senior Vice President and Chief Financial Officer

11K

−53K

24K

not meaningful

Vesting, gifts, unvested awards and holding lines for Mandy Fields

0shares vested or exercised

0gifted (net of own trusts)

none reportedunvested awards, start → end

Unvested RSUs stated in footnotes are excluded from owned shares.

Held through	Share class	Oct 8, 2025	Oct 8, 2026
Direct	Common Stock, $0.01 par value	11,458	23,915

Tiffany Daniele

Holdings couldn't be fully reconciled. Balance changed without a matching transaction, and the footnote does not state the amount: +6,837 shares on Aug 20, 2026 (Direct). See the filing Sales and other transactions for Tiffany Daniele are complete.

Director

n/a

Vesting, gifts, unvested awards and holding lines for Tiffany Daniele

0shares vested or exercised

0gifted (net of own trusts)

none reportedunvested awards, start → end

Unvested RSUs stated in footnotes are excluded from owned shares.

Holdings couldn't be fully reconciled. Balance changed without a matching transaction, and the footnote does not state the amount: +6,837 shares on Aug 20, 2026 (Direct). The balances below are as reported, not verified totals.

Held through	Share class	Oct 8, 2025	Oct 8, 2026
Direct	Common Stock	5,634	5,634
Direct	Common Stock, $0.01 par value	0	6,837

Matthew Farrell

Unvested RSUs stated in footnotes are excluded from owned shares. Started reporting during the period; starting holdings are from the Form 3.

Director

4.8K

11K

no sales

Vesting, gifts, unvested awards and holding lines for Matthew Farrell

0shares vested or exercised

0gifted (net of own trusts)

none reportedunvested awards, start → end

Unvested RSUs stated in footnotes are excluded from owned shares.
Started reporting during the period; starting holdings are from the Form 3.

Held through	Share class	Oct 8, 2025	Oct 8, 2026
Direct	Common Stock, $0.01 par value	4,840	10,820

Jennifer Hartnett

Chief Commercial Officer

4.7K

−61K

6.8K

not meaningful

Vesting, gifts, unvested awards and holding lines for Jennifer Hartnett

0shares vested or exercised

0gifted (net of own trusts)

none reportedunvested awards, start → end

Unvested RSUs stated in footnotes are excluded from owned shares.
Some sales match sales reported by Kory Marchisotto exactly (date, shares and price). Possibly the same shares reported by both; the filings don't confirm it.

Held through	Share class	Oct 8, 2025	Oct 8, 2026
Direct	Common Stock	2,153	2,153
Direct	Common Stock, $0.01 par value	2,575	4,620

Gayle Tait

Unvested RSUs stated in footnotes are excluded from owned shares.

Director

3.6K

5.2K

no sales

Vesting, gifts, unvested awards and holding lines for Gayle Tait

0shares vested or exercised

0gifted (net of own trusts)

none reportedunvested awards, start → end

Unvested RSUs stated in footnotes are excluded from owned shares.

Held through	Share class	Oct 8, 2025	Oct 8, 2026
Direct	Common Stock, $0.01 par value	3,569	5,202

Maureen Watson

Unvested RSUs stated in footnotes are excluded from owned shares.

Director

1.1K

2.7K

no sales

Vesting, gifts, unvested awards and holding lines for Maureen Watson

0shares vested or exercised

0gifted (net of own trusts)

none reportedunvested awards, start → end

Unvested RSUs stated in footnotes are excluded from owned shares.

Held through	Share class	Oct 8, 2025	Oct 8, 2026
Direct	Common Stock, $0.01 par value	1,103	2,745

Charles Bergh

Holdings couldn't be fully reconciled. Balance changed without a matching transaction, and the footnote does not state the amount: +2,056 shares on Aug 20, 2026 (Direct). See the filing Sales and other transactions for Charles Bergh are complete.

Director

n/a

Vesting, gifts, unvested awards and holding lines for Charles Bergh

0shares vested or exercised

0gifted (net of own trusts)

none reportedunvested awards, start → end

Unvested RSUs stated in footnotes are excluded from owned shares.

Holdings couldn't be fully reconciled. Balance changed without a matching transaction, and the footnote does not state the amount: +2,056 shares on Aug 20, 2026 (Direct). The balances below are as reported, not verified totals.

Held through	Share class	Oct 8, 2025	Oct 8, 2026
Direct	Common Stock	853	853
Direct	Common Stock, $0.01 par value	0	2,056

Maria Ferreras

Unvested RSUs stated in footnotes are excluded from owned shares.

Director

821

no sales

Vesting, gifts, unvested awards and holding lines for Maria Ferreras

0shares vested or exercised

0gifted (net of own trusts)

none reportedunvested awards, start → end

Unvested RSUs stated in footnotes are excluded from owned shares.

Held through	Share class	Oct 8, 2025	Oct 8, 2026
Direct	Common Stock, $0.01 par value	821	2,024

12 of 15 insiders fully reconciled: starting holdings plus reported transactions match ending holdings (12 exactly, 0 with a minor or footnoted difference). For 3 we show sales but not holdings; the ! icon on their rows explains why. Percentages cover 9 of 15 officers and directors. Left out: Tarang Amin, Tiffany Daniele and Charles Bergh (holdings couldn't be fully reconciled); Lauren Levitan, Mandy Fields and Jennifer Hartnett (most of their shares vested during the period, so a percentage would mislead). "Still held" compares ending with starting vested shares; a plus sign means the holding grew.

What explains the selling$33.5M of sales by plan status, purpose, seller and month

Officer and director open-market sales: $33.5M across 473,325 shares. Plan status and stated purpose are separate questions, and a sale can have both.

By plan status

Disclosed plan · $18.1M · 54%

46%

The lighter segment is sales with no plan disclosed in the filing ($15.5M), including tax-related sales outside a plan.

No plan disclosed · $800K

Sales with no 10b5-1 plan and no tax reference in the filing. $800K of it is Lauren Levitan. No plan disclosed is a statement about the filing, not about why the sale happened. Largest such sale: Lauren Levitan, May 28, 2026

Taxes

$22.8M of sales (68.1%) cite tax obligations in their footnotes, $8.2M of them also under a plan. Example: Tarang Amin, Oct 1, 2026

Purchases · 1 buyer (1 trade)

1 officer or director bought shares in this period, in 1 trade(Form 4 code P). Across all their filings on record there are 5 purchase trades.

Charitable gifts · 3.3K shares

Gifts the filings describe as charitable. Gifts are not sales and are not included in the sale totals.

Seller	Shares sold	Proceeds	Under a disclosed plan	Share of total	Sales dates
Tarang Amin Chief Executive Officer, Director	216K	$16.0M	75%	48%	Dec 4, 2025 to Oct 1, 2026
Jennifer Hartnett Chief Commercial Officer	61K	$4.1M	49%	12%	Apr 27, 2026 to Jul 1, 2026
Mandy Fields Senior Vice President and Chief Financial Officer	53K	$3.8M	44%	11%	Apr 27, 2026 to Sep 8, 2026
Kory Marchisotto Senior Vice President, Chief Marketing Officer	49K	$3.3M	33%	10%	Apr 27, 2026 to Aug 4, 2026
Joshua Franks SVP, Operations	45K	$3.2M	37%	10%	Apr 27, 2026 to Sep 8, 2026
Scott Milsten Officer	37K	$2.2M	0%	7%	Dec 4, 2025 to Jun 9, 2026
Lauren Levitan Director	13K	$800K	0%	2%	Nov 24, 2025 to Aug 18, 2026

Sales by month

Month	Sale proceeds	Disclosed plan	To cover taxes	No plan disclosed
Oct 2025	$0	$0	$0	$0
Nov 2025	$270K	$0	$0	$270K
Dec 2025	$194K	$0	$194K	$0
Jan 2026	$0	$0	$0	$0
Feb 2026	$0	$0	$0	$0
Mar 2026	$0	$0	$0	$0
Apr 2026	$13.3M	$3.3M	$10.0M	$0
May 2026	$434K	$0	$0	$434K
Jun 2026	$4.5M	$0	$4.5M	$0
Jul 2026	$6.0M	$6.0M	$0	$0
Aug 2026	$1.7M	$1.6M	$0	$96K
Sep 2026	$2.3M	$2.3M	$0	$0
Oct 2026	$4.9M	$4.9M	$0	$0

Is this normal? Selling year by year5 earlier years to compare with

Less than usual: about a third of the 5-year average. 7 insiders sold; the average is 10 a year.

12 months ending	Shares sold	Insiders who sold	Proceeds
Oct 8, 2026 Latest 12 months	473K	7	$33.5M
Oct 8, 2025 1 year earlier	808K	9	$77.9M
Oct 8, 2024 2 years earlier	1.07M	10	$173M
Oct 9, 2023 3 years earlier	1.41M	11	$120M
Oct 9, 2022 4 years earlier	1.62M	9	$51.8M
Oct 9, 2021 5 years earlier	2.40M	9	$63.0M

Open-market sales (Form 4 code S) by people who were officers or directors, in split-adjusted shares. Earlier years include people who have since left. A sale that an outside holder also reports (a family trust, a fund) is counted with outside holders in every year. Shares, not dollars, are compared, so a change in the stock price doesn't look like a change in selling. Years the filings don't fully cover are shown but left out of the average.

Known gaps and uncertainty3 insiders whose holdings couldn't be fully reconciled

Tarang Amin: holdings couldn't be fully reconciled (difference of 40,652 shares). Balance changed with no matching transaction and no footnote: -531,538 shares on Jun 10, 2026 (Family Trust (HP)). Filing, Jun 10, 2026

Tiffany Daniele: holdings couldn't be fully reconciled (difference of 6,837 shares). Balance changed without a matching transaction, and the footnote does not state the amount: +6,837 shares on Aug 20, 2026 (Direct). Filing, Aug 20, 2026

Footnote: "Grant of Restricted Stock Units ("RSUs"). The Reporting Person is entitled to receive one (1) share of common stock for each one (1) RSU upon the vesting thereof. | Includes 1,421 RSUs."

Charles Bergh: holdings couldn't be fully reconciled (difference of 2,056 shares). Balance changed without a matching transaction, and the footnote does not state the amount: +2,056 shares on Aug 20, 2026 (Direct). Filing, Aug 20, 2026

Footnote: "Grant of Restricted Stock Units ("RSUs"). The reporting person is entitled to receive one (1) share of common stock for each one (1) RSU upon the vesting thereof. | Includes 1,878 RSUs."

Inferred rename: "Family Trust" is treated as the same holder as "Family Trust (HP)", because the old name was never reported again and the new one opened with the same balance (265,769 shares). Old name, new name

Inferred typo: the share class "ommon Stock, $0.01 par value" is treated as the same class as "Common Stock, $0.01 par value" on 1 holding line, because the two spellings are nearly identical and each balance carried over exactly. Example (Tarang Amin, 614,015 shares): old title, new title

External context: we only cite outside events when a documented connection exists. None is shown for this period.

Sources and methodology606 filings from SEC EDGAR, and how we read them

All 606 Forms 3, 4 and 5 filed for e.l.f. Beauty, Inc. (SEC CIK 1600033) from Sep 21, 2016 to Oct 5, 2026, retrieved from SEC EDGAR on Oct 8, 2026. Prices are the ones reported in each filing, often weighted averages.

Holdings. Each holding line (a share class plus an owner, such as a trust or LLC) carries its last reported balance forward. Entities first reported during the period start at zero, so transfers between an insider's own trusts don't count as selling. Lines not reported for three years or more are listed separately and left out of totals.

Sales. A sale counts as under a 10b5-1 plan if its footnote cites one or the filing's Rule 10b5-1 box is checked, and as tax-related if its footnote cites tax obligations or sell-to-cover. Shares withheld by the company for taxes are listed separately. Sales with neither attribute are labeled "no plan disclosed".

Full methodology

Former or inactive filers (13)No filing in 18 months; last reported balances, not in any total

Name	Last filed	Last reported balance
Beth Pritchard	Aug 26, 2024	23,090 shares, last reported balance as of Aug 22, 2024
Richard Wolford	Jun 10, 2024	11,071 shares, last reported balance as of Jun 7, 2024
Kirk Perry	Aug 29, 2022	50,517 shares, last reported balance as of Aug 25, 2022
Richard Baruch Jr.	Mar 7, 2022	338,393 shares, last reported balance as of Mar 3, 2022
Richelle Parham	Aug 30, 2021	36,180 shares, last reported balance as of Aug 26, 2021
Sabrina Simmons	Feb 9, 2021	No balance on record
TPG Growth II Advisors, Inc.	Dec 4, 2019	3,676,418 shares, last reported balance as of Dec 2, 2019
Jonathan Fieldman	Sep 25, 2019	263,680 shares, last reported balance as of Sep 24, 2019
Stephen Ellis	Mar 20, 2019	No balance on record
John Bailey	Mar 12, 2019	225,322 shares, last reported balance as of Mar 11, 2019
Joseph Shamah	Apr 7, 2017	4,701,333 shares, last reported balance as of Apr 5, 2017
Erin Daley	Sep 21, 2016	26,647 shares, last reported balance as of Sep 21, 2016
William McGlashan Jr.	Sep 21, 2016	No balance on record

e.l.f. Beauty, Inc. insiders sold $33.5M in the past 12 months. How much of their stake is that?

What stands out

Who sold, and how much of their stake

Selling by month

Common questions

Is the e.l.f. Beauty, Inc. CEO selling stock?

Why are e.l.f. Beauty, Inc. insiders selling?

Are any e.l.f. Beauty, Inc. insiders buying?

How much of their stake did e.l.f. Beauty, Inc. insiders sell?

The evidence

No plan disclosed · $800K

Taxes

Purchases · 1 buyer (1 trade)

Charitable gifts · 3.3K shares

Sales by month