Company: SBH
Filing Date: 2025-12-10
Form Type: DEF 14A
Source: 0001193125-25-313464
Chunk: 5

Company: Sally Beauty Holdings, Inc.
Filing Date: 2025-12-10
Form: DEF 14A
Chunk 5
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25 PERFORMANCE

(1) Please see “ Executive Compensation — Compensation Discussion and Analysis — FY25 Executive Compensation Program — Annual Incentive ” section for Comparable Sales and Adjusted Operating Income (“AOI”) definition. (2) Information in this Proxy Statement includes discussion of financial metrics that are not calculated in accordance with U.S. GAAP, including AOI, Adjusted Operating Income Margin ("AOIM") and Adjusted Diluted Earnings per Share ("EPS"). Please see Appendix 1 for a reconciliation of these measures to financial measures derived in accordance with U.S. GAAP. (3) 3-Year Average Return on Invested Capital (“ROIC”) is defined as net income plus after-tax interest expense divided by monthly invested capital over the three-year performance period. • Net Sales were $3.7 billion, a 0.4% decrease over the prior year. • Global E-Commerce Sales were $397 million and represented 11% of total net sales. • GAAP operating earnings of $328 million and GAAP operating margin of 8.9%, Adjusted Operating Earnings of $328 million and Adjusted Operating Margin of 8.9%. • Repurchased approximately 5 million shares at an aggregate cost of $53 million.

| SALLYBEAUTY HOLDINGS, INC. | 7 | 2025 Proxy Statement |

2025 PROXY STATEMENT SUMMARY FY25 STRATEGIC OBJECTIVES AND ACCOMPLISHMENTS

| CustomerCentricity                                        |     | Shape theCustomer Experienceof the Future                                                                                                                                                                                                                                                                                                                                                                                                         |     | ✓   Successfully executed a Sally brand refresh marketing, digital and media test as well as 2 waves of store remodels; Also built a roadmap for further implementation, now named "Sally Ignited"✓   Opened 12 new stores in Mexico✓   Launched a loyalty program in Sally Europe                               |
| Unlock & HarvestDigital Value                             |     | ✓   Significantly improved site speeds and performance for both Sally and CosmoProf sites, reducing friction and enabling more seamless interactions✓   Successfully launched Uber same day delivery                                                                                                                                                                                                                                              |     |                                                                                                                                                                                                                                                                                                                  |
| Understand & Activatethe Customer                         |     | ✓   Enhanced personalization and customer journeys to improve Sally active customer retention and increase conversion & basket value✓   Successfully used customer data to understand the business and make strategic decisions and adjustments                                                                                                                                                                                                   |     |                                                                                                                                                                                                                                                                                                                  |
| Own Brands& Innovation                                    |     | Be the Best Partnerin Pro Beauty