---
schema_version: "secwatch.filing_event.v1"
accession: "0001600033-22-000018"
form_type: "8-K"
ticker: "ELF"
cik: "0001600033"
company_name: "e.l.f. Beauty, Inc."
filed_at: "2022-04-20T23:59:59+00:00"
generated_at: "2026-06-26T06:11:26.469838+00:00"
event_type: "leadership"
sentiment: "neutral"
materiality_score: 0.5
calibrated_materiality_score: 0.5
confidence: "high"
source: SEC EDGAR
---

# e.l.f. Beauty appoints Jennie Laar as CCO; Rich Baruch departs June 2

## Summary
- Jennie Laar named SVP, Chief Commercial Officer effective May 16, 2022, reporting to CEO.
- Rich Baruch leaves June 2, 2022 to become CEO of a nutritional supplements company.
- Laar previously SVP Global Wholesale at Forma Brands; grew Morphe wholesale business.
- Baruch expanded e.l.f.'s retail footprint from ~10K to 120K linear feet over 8 years.

## SEC filing metadata
- accession: 0001600033-22-000018
- form_type: 8-K
- ticker: ELF
- cik: 0001600033
- company_name: e.l.f. Beauty, Inc.
- filed_at: 2022-04-20T23:59:59+00:00
- event_type: leadership
- sentiment: neutral
- materiality_score: 0.5
- calibrated_materiality_score: 0.5
- confidence: high
- sec_items: 5.02, 7.01, 9.01
- EDGAR index: https://www.sec.gov/Archives/edgar/data/1600033/000160003322000018/0001600033-22-000018-index.htm
- EDGAR primary document: https://www.sec.gov/Archives/edgar/data/1600033/000160003322000018/elf-20220420.htm

## Machine-readable alternates
- HTML: https://secwatch.observer/filing/0001600033-22-000018
- JSON: https://secwatch.observer/filing/0001600033-22-000018.json
- Plain text: https://secwatch.observer/filing/0001600033-22-000018.txt

## Key facts
- Executive change
  Jennie Laar was appointed as Senior Vice President, Chief Commercial Officer at e.l.f. Beauty, Inc..
  - Action: appointed
  - Role: Senior Vice President, Chief Commercial Officer
  source text: Jennie Laar will join the Company and begin serving as Senior Vice President, Chief Commercial Officer on May 16, 2022.
  evidence_url: https://www.sec.gov/Archives/edgar/data/1600033/000160003322000018/0001600033-22-000018-index.htm
- Executive change
  Rich Baruch departed as Senior Vice President, Chief Commercial Officer at e.l.f. Beauty, Inc..
  - Action: leaving
  - Role: Senior Vice President, Chief Commercial Officer
  source text: Rich Baruch, Senior Vice President, Chief Commercial Officer, will be leaving the Company, effective June 2, 2022.
  evidence_url: https://www.sec.gov/Archives/edgar/data/1600033/000160003322000018/0001600033-22-000018-index.htm

This AI-assisted summary is a reading aid. Review the linked SEC EDGAR filing before relying on any specific claim.