A maker of affordable, cruelty-free makeup and skincare, e.l.f. Beauty sells its cosmetics under the e.l.f. brand at drugstore price points, with products like its popular primers, brushes, and lip oils used by everyday shoppers. The name stands for "Eyes, Lips, Face," and the company was founded in 2004 by a young NYU business student, his father, and a beauty-industry veteran who spotted a gap for quality cosmetics priced at just a dollar. In 2019 the brand launched the #EyesLipsFace challenge on TikTok, an original-song campaign that became one of the platform's most viral beauty moments.
Hartnett Jennifer CatherineChief Commercial Officer · 7 transactions
-2.4%
54.1K
37.0K
—
36.8K
Keith LoriDirector · 1 transaction
+8.7%
24.7K
2.0K
—
—
Mitchell Kenneth JrDirector · 1 transaction
+11.1%
19.8K
2.0K
—
—
Farrell MatthewDirector · 3 transactions
—
12.2K
2.4K
5.0K
—
Levitan Lauren CooksDirector · 7 transactions
-6.1%
11.9K
11.7K
—
12.5K
Daniele Tiffany F.Director · 1 transaction
+20.8%
8.3K
1.4K
—
—
Tait GayleDirector · 1 transaction
+27.3%
6.6K
1.4K
—
—
Watson Maureen C.Director · 1 transaction
+70.6%
4.7K
1.9K
—
—
Bergh Charles VDirector · 1 transaction
+91.3%
3.9K
1.9K
—
—
Ferreras MariaDirector · 1 transaction
+94.3%
3.9K
1.9K
—
—
Select a row to see that insider’s individual transactions. † Sum of the holdings confirmed in the 12 months before this insider's last filing. A Form 4 reports a holding per line — held directly, or through a named trust, partnership or foundation, and in each share class separately — never a person’s total. Lines not restated in that time are left out and shown apart: an active filer restates what they still hold, so a line they did not restate is more often an entity since renamed, whose shares a successor line reports too. An amber marker means some were left out.
Net open-market activity over the last year: -585.5K shares. Grants, option exercises and tax withholding are excluded — they are compensation mechanics, not decisions to buy or sell.