Form 4: e.l.f. Beauty CMO Sells Over 13,500 Shares

e.l.f. Beauty's Chief Marketing Officer, Kory Marchisotto, sold 13,515 shares of common stock for approximately $1.9 million under a pre-arranged 10b5-1 trading plan.

Summary

• Kory Marchisotto, Senior Vice President and Chief Marketing Officer of e.l.f. Beauty, Inc. (ELF), sold 13,515 shares of the company's common stock.
• The transaction occurred on September 12, 2025, at a weighted average sale price of $140.1019 per share.
• The total value of the shares sold is approximately $1,893,400.
• The sale was executed pursuant to a Rule 10b5-1 trading plan that Marchisotto adopted on December 10, 2024.
• Following this transaction, Marchisotto beneficially owns 144,788 shares of common stock, which includes 47,398 restricted stock units.

Sentiment

Score: 5

Explanation: A neutral score. While an insider sale can be seen as a slight negative, the transaction was pre-planned under a 10b5-1 plan, which mitigates concerns about opportunistic selling based on new, undisclosed negative information. It's a routine liquidity event for an executive.

Positives

• The sale was conducted under a pre-arranged 10b5-1 trading plan, indicating a planned divestment for liquidity or diversification rather than an immediate reaction to new, undisclosed negative information.

Negatives

• An insider sale, even under a 10b5-1 plan, can sometimes be perceived by investors as a slight negative signal, potentially suggesting the insider sees less upside potential in the near term.

Related Party Transactions

• Sale of 13,515 shares of e.l.f. Beauty common stock by Kory Marchisotto, a Senior Vice President and Chief Marketing Officer, under a pre-arranged 10b5-1 trading plan.

Stakeholder Impact

• Shareholders may view the insider sale as a slight negative signal, though this is mitigated by the pre-existing 10b5-1 plan.
• Kory Marchisotto, as a member of management, has realized value from her equity holdings, potentially for personal financial planning or diversification.

Key Dates

Recommendation

The insider sale by the CMO, while significant in value, was conducted under a pre-arranged 10b5-1 plan, which suggests a planned liquidity event rather than a reaction to new negative information. This mitigates the negative signal typically associated with insider selling. Given no other new information, a 'hold' recommendation is appropriate as the transaction itself does not fundamentally alter the company's investment thesis.

Keywords

e.l.f. Beauty, ELF, Kory Marchisotto, Insider Sale, Form 4, 10b5-1 plan, Common Stock, CMO, Beauty Industry, Cosmetics