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FORM10-K___________________________________________________ ☒ANNUAL REPORT PURSUANT TO SECTION13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF1934For thefiscal year endedMarch 31, 2025OR ☐TRANSITION REPORT PURSUANT TO SECTION13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF1934For the transi on period fromtoCommission File Number001-37873___________________________________________________ e.l.f. Beauty, Inc. (Exact name of registrant as specified in its charter)___________________________________________________ 570 10th Street Oakland,CA94607 (Address of principal execu ve offices) (Zip code)_______________________________________________________________ (510)778-7787 (Registrant’s telephone number, including area code)_______________________________________________________________ Securi es registered pursuant to Sec on12(b)of the Act: Nameofeachexchange onwhichregistered Indicate by check mark if the registrant is a well-known seasoned issuer, as defined in Rule405 of the Securi es Act.Yes☒No☐ Indicate by check mark if the registrant is not required tofile reports pursuant to Sec on13 or 15(d) of the Act.Yes☐No☒ Indicate by check mark whether the registrant: (1)hasfiled all reports required to befiled by Sec on13 or 15(d) of the Securi es Exchange Act of1934 during the preceding 12months (or for such shorter period that the registrant was required tofile such reports), and (2)has been subject tosuchfiling requirements for the past 90days.Yes☒No☐ Indicate by check mark whether the registrant has submi ed electronically every Interac ve Data File required to be submi ed pursuant toRule405 of Regula onS-T (§232.405 of this chapter) during the preceding 12months (or for such shorter period that the registrant was required tosubmit suchfiles).Yes☒No☐ Indicate by check mark whether the registrant is a large acceleratedfiler, an acceleratedfiler, a non-acceleratedfiler, a smaller repor ng company,or an emerging growth company. See the defini ons of “large acceleratedfiler,” “acceleratedfiler,” “smaller repor ng company,” and “emerginggrowth company” in Rule 12b-2 of the Exchange Act. AcceleratedfilerSmallerrepor ngcompanyEmerging growth company Large acceleratedfiler☒Non-acceleratedfiler☐ If an emerging growth company, indicate by check mark if the registrant has elected not to use the extended transi on period for complying withany new or revisedfinancial accoun ng standards provided pursuant to Sec on 13(a) of the Exchange Act.☐ Indicate by check mark whether the registrant hasfiled a report on and a esta on to its management’s assessment of the effec veness of itsinternal control overfinancial repor ng under Sec on 404(b) of the Sarbanes-Oxley Act (15 U.S.C. 7262(b)) by the registered public accoun ngfirmthat prepared or issued its audit report.☒ If securi es are registered pursuant to Sec on 12(b) of the Act, indicate by check mark whether thefinancial statements of the registrant includedin thefiling reflect the correc on of an error to previously issuedfinancial statements.☐ Indicated by check mark whether any of those error correc ons are restatements that required a recovery analysis of incen ve-basedcompensa on received by any of the registrant's execu ve officers during the relevant recovery period pursuant to §240.10D-1(b).☐ Indicate by check mark whether the registrant is a shell company (as defined in Rule12b-2 of the Exchange Act).Yes☐No☒ As of September 30, 2024, the last business day of the registrant’s most recently completed secondfiscal quarter, the aggregate market value of thevo ng and non-vo ng stock held by non-affiliates of the registrant was approximately $3.6billion. DOCUMENTS INCORPORATED BY REFERENCE Por ons of the registrant’s Defini ve Proxy Statement rela ng to the registrant’s 2025 annual mee ng of stockholders are incorporated byreference into Part III of this Annual Report on Form 10-K. Such Defini ve Proxy Statement will befiled with the Securi es and ExchangeCommission within 120 days of the registrant'sfiscal year ended March 31, 2025. e.l.f. Beauty, Inc.Table of Contents PART I Item1.BusinessItem1A.Risk factorsItem1B.Unresolved staffcommentsItem1C.CybersecurityItem2.Proper esItem3.Legal proceedingsItem4.Mine safety disclosures Item5.Market for registrant’s common equity, related stockholder ma ers and issuer purchases of equitysecuri esItem6.[Reserved]Item7.Management’s discussion and analysis offinancial condi on and results of opera onsItem7A.Quan ta ve and qualita ve disclosures about market riskItem8.Financial statements and supplementary dataItem9.Changes in and disagreements with accountants on accoun ng andfinancial disclosureItem9A.Controls and proceduresItem9B.Other informa onItem 9C.Disclosure regarding foreign jurisdic ons that prevent inspec ons PARTIIIItem10. Directors, execu ve officers and corporate governanceItem11.Execu ve compensa onItem12.Security ownership of certain beneficial owners and management and related stockholder ma ers