Hartnett Jennifer Catherine 4

What Happened

• Jennifer Catherine Hartnett, Chief Commercial Officer of e.l.f. Beauty (ELF), sold 25,357 shares in an open-market sale on July 1, 2026 at $80.00 per share, generating proceeds of $2,028,560. This was a sale (not a purchase or option exercise).

Key Details

• Transaction date and price: July 1, 2026 — 25,357 shares at $80.00 each.
• Proceeds: $2,028,560.
• Reported holdings: the filing notes holdings include 24,079 restricted stock units (RSUs).
• Plan/footnotes: Sale was made pursuant to a 10b5-1 trading plan adopted by the reporting person on June 12, 2025.
• Filing timing: Form 4 covering the July 1 transaction was filed July 2, 2026 (timely within the SEC two-business-day window).

Context

• A 10b5-1 plan indicates the trades were pre-arranged according to a plan adopted in 2025; such sales are often routine and do not necessarily reflect a change in the insider’s view of the company. Sales convey less actionable bullish signal than purchases for retail investors.