Company: SBH
Filing Date: 2025-12-10
Form Type: DEF 14A
Source: 0001193125-25-313464
Chunk: 6

Company: Sally Beauty Holdings, Inc.
Filing Date: 2025-12-10
Form: DEF 14A
Chunk 6
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 (BSG)                                                                                                                                                                                                                                                                                                                                                                                                            |     | ✓   Successfully integrated and delivered on Florida Moroccanoil acquisition✓   Delivered on territory and channel expansions including Amika, Color Wow, and Moroccanoil & successfully launched K18 and Unite✓   Launched a skincare test with high-efficacy brand offerings and aligned a go-forward strategy |
| Differentiatewith Own Brands                              |     | ✓   Successfully optimized Sally Own Brand promotions with right balance of discount depth and cadence to expand margin✓   Launched on-trend products Ion glossing and healthy scalp, expanding into Bondbar treatments and styling to support Own Brand sales✓   Refreshed Texture ID and Inspired by Nature to support Own Brand future sales growth while creating playbook for future brand refreshes✓   Grew own brand penetration in Europe |     |                                                                                                                                                                                                                                                                                                                  |
| Expand Happy Beauty Pilot, Innovating Concept as We Learn |     | ✓   Launched an additional 10 stores and continue to evaluate performance for strategy revisions✓   Continued innovation of the Happy Beauty pilot, with strategy revision implementation prior to the 2025 holiday season                                                                                                                                                                                                                        |     |                                                                                                                                                                                                                                                                                                                  |

| SALLYBEAUTY HOLDINGS, INC. | 8 | 2025 Proxy Statement |

| Efficiency & Optimization |     | Create Fuel for Growthby Thinking DifferentlyAbout How We Operate |     | ✓   Successfully maintained in-stock inventory of greater than 90% for both Sally and BSG✓   Delivered over $70M of run rate savings✓   Delivered over $5M run rate operating profit improvement for Sally Europe✓   Initiated steps toward Supply Chain of the Future, including developing and installing an initial instance of Manhattan Active Warehouse Management System and establishing a material handling solution for dual banner operation in the Reno Distribution Center |
| Sustainability& Culture   |     | Make Meaningful,Measurable Progress onSustainability & Culture    |     | ✓  Met or exceeded our goal of 25% post-consumer recycled content for Own Brand packaging✓   Completed initial phases to deliver and utilize data collection for sustainability reporting required by Europe and California✓   Maintained our engagement survey result scores✓   On track with our corporate support center relocation to Plano, Texas                                                                                                                                  |

| SALLYBEAUTY HOLDINGS, INC. | 9 | 2025 Proxy Statement |

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| SALLY