Ulta Beauty President & CEO Kecia Steelman Sells $1.09M in Common Stock

Executive Summary

On September 17, 2026, Kecia Steelman, President and Chief Executive Officer of Ulta Beauty, Inc. ($ULTA), executed an open-market sale of 2,000 shares of Common Stock at a volume-weighted average price of $545.8828, for a total value of approximately $1.09 million.

Transaction Breakdown

• Insider: Kecia Steelman, President and CEO
• Security: Common Stock
• Transaction Code: S (Open-market sale)
• Shares Sold: 2,000 shares
• Average Price: $545.8828 (range: $545.8201 to $546.0600)
• Gross Proceeds: $1,091,765.60
• Post-Transaction Direct Ownership: 40,489 shares
• Rule 10b5-1 Plan: Indicated as false (aff10b5One is false)

Context & Significance

Because this transaction was conducted by the Chief Executive Officer and was not flagged as part of an affirmative Rule 10b5-1 pre-scheduled trading plan, it holds high analytical significance. However, the 2,000 shares sold represent roughly 4.7% of her total direct equity holdings prior to the transaction (42,489 shares), meaning Steelman retains substantial equity ownership in Ulta Beauty with over 40,000 shares remaining.