Company: SBH
Filing Date: 2025-12-10
Form Type: DEF 14A
Source: 0001193125-25-313464
Chunk: 57

Company: Sally Beauty Holdings, Inc.
Filing Date: 2025-12-10
Form: DEF 14A
Chunk 57
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 | 0.2%    |     | 97.7%       |     | 29.7%    |     | 3.0%     |
| H2 Comparable Sales             | 0.4%    |     | 100.4%      |     | 110.4%   |     | 11.0%    |
| Strategic Initiatives           | —       |     | Exceeds     |     | 137.5%   |     | 27.5%    |
| Performance Objectives Payout % |         |     |             |     |          |     | 95%      |

The Committee determined that the Company delivered on our Strategic Initiatives, each of which is discussed further in the “Compensation Discussion and Analysis – Executive Summary – FY25 Company Strategies” section of this Proxy Statement. Our teams remained focused on fueling growth through our core Strategic Initiatives – enhancing our customer centricity, growing high margin Own Brands and amplifying innovation (adding distribution of K18 and Unite, as well as expanding distribution and sales of Amika and Color Wow), increasing the efficiency of our operations and optimizing our capabilities (including continuing our Fuel for Growth initiative to drive cost savings and allow for reinvestment in SBH’s future), and making progress on sustainability and culture. The work done in FY25 to enhance and implement these growth strategies will continue to build upon our modern and dynamic retail / distribution platform, delivering strong results in FY25 and preparing us for a successful future. Importantly, we remain steadfast in our commitment to enhance value for our customers and shareholders over the long-term. As such, given the successful activation and enhancement of these long-term growth initiatives, as well as our strong results throughout FY25, the Committee determined a 137.5% payout for performance with respect to our Strategic Initiatives was appropriate for this component of the AIP (20% weighting, at target).

| SALLYBEAUTY HOLDINGS, INC. | 61 | 2025 Proxy Statement |

The table below shows the target awards under the AIP for the NEOs for FY25 and the award payouts:

| Name               |     Target 
  Award (1) |     | Performance Objectives Payout % |     |      Award 
 Payout (1) |
| Denise A. Paulonis | $1,966,770 |     | 95%                             |     | $1,868,432 |
| Marlo M. Cormier