What the executives and directors of Ulta Beauty actually did with their own shares, decoded from three years of SEC Form 4 filings.
The tape: three years of insider trades
Every marker sits at the exact price reported on the Form 4. The line is the monthly median of all prices insiders reported, so the chart needs no market feed; the gray strip is routine flow (vestings, tax withholding, gifts) that headlines love to miscount as selling.
Where the shares went, last 12 months
Every Form 4 movement decomposed: what flowed in (grants, vested equity, purchases) and what flowed out (tax withholding, plan sales, discretionary sales, gifts). Counted in shares, because grants carry no price.
Skin in the game
Directly held shares as reported after each trade, indexed to 100 five years back. Direct holdings only: trust and family-entity positions are per-entity in the filings and do not sum honestly, so this chart refuses to guess. The steps are the trades.
Who holds what
| Insider | Role | Shares held | Buys 12 m | Sales 12 m |
|---|---|---|---|---|
| Kimbell David C Chief Executive Officer | CEO | 45.7K | — | — |
| Steelman Kecia President and CEO | CEO | 42.5K | — | — |
| Settersten Scott M Chief Financial Officer | CFO | 17.7K | — | — |
| DelOrefice Christopher Chief Financial Officer | CFO | 9,693 | — | — |
| Ryan Anita Jane Chief Human Resources Officer | Officer | 9,141 | — | — |
| Caro Jodi J GC, Chief Risk & Compl. Ofc. | Officer | 8,534 | — | — |
| Nagler Lorna | Director | 7,768 | — | — |
| Oyibo Paula M Chief Financial Officer | CFO | 5,758 | — | — |
| Lialios Christopher SVP, Controller (P. Acct Ofc.) | Officer | 3,550 | — | — |
| Casares Rene G. Chief Legal Officer | Officer | 3,116 | — | — |
| Smith Mike C. | Director | 2,667 | — | $264K |
| Halligan Catherine Ann | Director | 2,464 | — | — |
| MRKONIC GEORGE R JR | Director | 2,404 | — | $426K |
| GARCIA KELLY E | Director | 2,150 | — | — |
Open-market trade log
| Date | Insider | Type | Shares | Price | Value |
|---|---|---|---|---|---|
| 2026-06-15 | MRKONIC GEORGE R JR (Director) | Discretionary sale | 383 | $475.84 | $182K |
| 2026-04-07 | MRKONIC GEORGE R JR (Director) | Discretionary sale | 452 | $539.29 | $244K |
| 2025-09-04 | Smith Mike C. (Director) | Discretionary sale | 500 | $528.43 | $264K |
| 2025-04-01 | Caro Jodi J (Officer) | Discretionary sale | 902 | $369.16 | $333K |
| 2025-03-20 | Steelman Kecia (CEO) | Open-market buy | 1,440 | $346.89 | $500K |
| 2024-07-02 | Halligan Catherine Ann (Director) | Discretionary sale | 100 | $390.08 | $39K |
| 2024-06-25 | Caro Jodi J (Officer) | Discretionary sale | 650 | $388.68 | $253K |
| 2024-06-04 | MRKONIC GEORGE R JR (Director) | Discretionary sale | 397 | $389.34 | $155K |
| 2024-03-19 | Halligan Catherine Ann (Director) | Discretionary sale | 500 | $526.26 | $263K |
| 2024-03-19 | Steelman Kecia (COO) | Discretionary sale | 158 | $529.11 | $84K |
| 2024-03-19 | Steelman Kecia (COO) | Discretionary sale | 1,613 | $527.37 | $851K |
| 2024-03-19 | Steelman Kecia (COO) | Discretionary sale | 3,424 | $528.61 | $1.8M |
| 2024-03-19 | Steelman Kecia (COO) | Discretionary sale | 7,396 | $525.26 | $3.9M |
| 2024-03-19 | Steelman Kecia (COO) | Discretionary sale | 8,359 | $526.24 | $4.4M |
| 2024-03-19 | Ryan Anita Jane (Officer) | Discretionary sale | 552 | $526.15 | $290K |
| 2024-03-19 | Ryan Anita Jane (Officer) | Discretionary sale | 2,550 | $525.06 | $1.3M |
| 2023-12-13 | Nagler Lorna (Director) | Discretionary sale | 500 | $488.18 | $244K |
| 2023-12-12 | Caro Jodi J (Officer) | Discretionary sale | 1,804 | $490.02 | $884K |
| 2023-06-15 | Halligan Catherine Ann (Director) | Discretionary sale | 400 | $450.00 | $180K |
| 2023-06-05 | MRKONIC GEORGE R JR (Director) | Discretionary sale | 393 | $421.30 | $166K |
| 2023-04-03 | Ryan Anita Jane (Officer) | Discretionary sale | 1,255 | $544.69 | $684K |
| 2023-03-31 | Nagler Lorna (Director) | Discretionary sale | 100 | $541.59 | $54K |
| 2023-03-31 | Nagler Lorna (Director) | Discretionary sale | 1,100 | $541.08 | $595K |
| 2023-03-20 | Caro Jodi J (Officer) | Discretionary sale | 1,063 | $507.81 | $540K |
| 2023-03-20 | Caro Jodi J (Officer) | Discretionary sale | 3,437 | $506.29 | $1.7M |
| 2023-03-14 | Smith Mike C. (Director) | Discretionary sale | 400 | $521.63 | $209K |
| 2022-12-13 | Kimbell David C (CEO) | Discretionary sale | 2,200 | $468.36 | $1M |
| 2022-12-13 | Kimbell David C (CEO) | Discretionary sale | 3,429 | $467.18 | $1.6M |
| 2022-12-13 | Kimbell David C (CEO) | Discretionary sale | 5,860 | $466.66 | $2.7M |
| 2022-12-07 | Steelman Kecia (COO) | Discretionary sale | 8,518 | $476.85 | $4.1M |
| 2022-09-08 | Halligan Catherine Ann (Director) | Discretionary sale | 276 | $445.86 | $123K |
| 2022-09-07 | Ryan Anita Jane (Officer) | Discretionary sale | 594 | $440.53 | $262K |
| 2022-09-02 | Halligan Catherine Ann (Director) | Discretionary sale | 200 | $428.81 | $86K |
| 2022-09-02 | Kimbell David C (CEO) | Discretionary sale | 279 | $426.33 | $119K |
| 2022-09-02 | Kimbell David C (CEO) | Discretionary sale | 3,644 | $425.27 | $1.5M |
| 2022-09-02 | Kimbell David C (CEO) | Discretionary sale | 10.9K | $424.58 | $4.6M |
| 2022-08-30 | Caro Jodi J (Officer) | Discretionary sale | 201 | $416.94 | $84K |
| 2022-08-30 | Caro Jodi J (Officer) | Discretionary sale | 366 | $415.47 | $152K |
| 2022-08-30 | Caro Jodi J (Officer) | Discretionary sale | 3,406 | $416.38 | $1.4M |
| 2022-06-13 | MRKONIC GEORGE R JR (Director) | Discretionary sale | 476 | $391.84 | $187K |
| 2022-06-09 | Settersten Scott M (CFO) | Discretionary sale | 7,525 | $425.28 | $3.2M |
| 2022-06-09 | Settersten Scott M (CFO) | Discretionary sale | 12.5K | $427.31 | $5.3M |
| 2022-06-09 | Settersten Scott M (CFO) | Discretionary sale | 12.5K | $426.75 | $5.4M |
| 2022-06-03 | Steelman Kecia (COO) | Discretionary sale | 13.2K | $405.02 | $5.3M |
| 2022-03-16 | Caro Jodi J (Officer) | Discretionary sale | 5,340 | $384.54 | $2.1M |
| 2021-12-08 | Dillon Mary N (Director) | Discretionary sale | 1,577 | $413.47 | $652K |
| 2021-12-08 | Dillon Mary N (Director) | Discretionary sale | 2,246 | $412.47 | $926K |
| 2021-12-08 | Dillon Mary N (Director) | Discretionary sale | 4,481 | $408.66 | $1.8M |
| 2021-12-08 | Dillon Mary N (Director) | Discretionary sale | 5,095 | $409.80 | $2.1M |
| 2021-12-08 | Dillon Mary N (Director) | Discretionary sale | 7,193 | $411.55 | $3M |
| 2021-12-08 | Dillon Mary N (Director) | Discretionary sale | 29.4K | $410.52 | $12.1M |
| 2021-12-08 | Steelman Kecia (COO) | Discretionary sale | 5,182 | $408.30 | $2.1M |
| 2021-09-22 | CHILDS JEFFREY J (Officer) | Discretionary sale | 551 | $371.17 | $205K |
| 2021-09-22 | CHILDS JEFFREY J (Officer) | Discretionary sale | 8,148 | $370.07 | $3M |
| 2021-08-30 | Caro Jodi J (Officer) | Discretionary sale | 360 | $383.95 | $138K |
| 2021-08-30 | Caro Jodi J (Officer) | Discretionary sale | 3,566 | $382.78 | $1.4M |
| 2021-08-30 | Steelman Kecia (COO) | Discretionary sale | 1,739 | $385.02 | $670K |
| 2021-08-05 | MacDonald Michael R (Director) | Discretionary sale | 5,700 | $350.04 | $2M |
| 2021-06-21 | MRKONIC GEORGE R JR (Director) | Discretionary sale | 595 | $330.30 | $197K |
| 2021-06-04 | Dillon Mary N (Director) | Discretionary sale | 1,690 | $327.54 | $554K |
“Since trade” compares with the latest insider-implied price, not a market quote; this site carries no market data by design.
Filing hygiene
How to read this
A Form 4 transaction code decides everything. P is an open-market purchase and S an open-market sale; those two are the only codes where an insider chose to trade. A is a grant, M an option exercise or vesting, F shares withheld to cover tax, G a gift. Most “insiders dumped billions” headlines are code F and M mechanics.
Sales flagged 10b5-1 run on a plan the insider adopted in advance; since 2023 every Form 4 carries that flag. Buys have historically predicted returns, sales mostly have not, and this page states filings, not advice.