# EDGAR Filing Document

**Accession Number:** 0001368458
**File Stem:** 0001833119-25-000004
**Filing Date:** 2025-11
**Character Count:** 11771
**Document Hash:** 59971c5fe6663ad8969004a2bff4ff6a
**Contains OCR:** False
**Source Format:** 

## Filing Content

## Filing Summary
**0001833119-25-000004.hdr.sgml**: 20251107

**ACCESSION NUMBER**: 0001833119-25-000004

**CONFORMED SUBMISSION TYPE**: 4

**PUBLIC DOCUMENT COUNT**: 2

**CONFORMED PERIOD OF REPORT**: 20251105

**FILED AS OF DATE**: 20251107

**DATE AS OF CHANGE**: 20251107

**REPORTING-OWNER**: 

**OWNER DATA:**
- **COMPANY CONFORMED NAME:** Goss John Howard JR
- **CENTRAL INDEX KEY:** 0001833119

**ORGANIZATION NAME:**

**FILING VALUES:**
- **FORM TYPE:** 4
- **SEC ACT:** 1934 Act
- **SEC FILE NUMBER:** 001-33145
- **FILM NUMBER:** 251462397

**MAIL ADDRESS:**
- **STREET 1:** 3001 COLORADO BLVD
- **CITY:** DENTON
- **STATE:** TX
- **ZIP:** 76210
**ISSUER**: 

**COMPANY DATA:**
- **COMPANY CONFORMED NAME:** Sally Beauty Holdings, Inc.
- **CENTRAL INDEX KEY:** 0001368458
- **STANDARD INDUSTRIAL CLASSIFICATION:** RETAIL-RETAIL STORES, NEC [5990]
- **ORGANIZATION NAME:** 07 Trade & Services
- **EIN:** 362257936
- **FISCAL YEAR END:** 0930

**BUSINESS ADDRESS:**
- **STREET 1:** 3001 COLORADO BOULEVARD
- **CITY:** DENTON
- **STATE:** TX
- **ZIP:** 76210
- **BUSINESS PHONE:** (940) 898-7500

**MAIL ADDRESS:**
- **STREET 1:** 3001 COLORADO BOULEVARD
- **CITY:** DENTON
- **STATE:** TX
- **ZIP:** 76210

**FORMER COMPANY:**
- **FORMER CONFORMED NAME:** New Sally Holdings, Inc.
- **DATE OF NAME CHANGE:** 20060707

## Ex-24

**POWER OF ATTORNEY**

Know all by these presents, that I hereby constitute and appoint Scott Sherman, Marlo Cormier, Rebecca L. Morley, and Dennis Ko, and each of them individually, my true and lawful attorney-in-fact to:

(1) execute for me and on my behalf, in my capacity as an Officer of Sally Beauty Holdings, Inc. (the "Company"), Forms 3, 4 and 5 and any other forms required to be filed in accordance with Section 16(a) of the Securities Exchange Act of 1934, as amended, and the rules thereunder (the "Exchange Act"), and any other forms required to be filed or submitted in accordance with Regulation S-T promulgated by the U.S. Securities and Exchange Commission (the "SEC"), or any successor provision, in order to file the Section 16 Forms electronically (collectively, a "Form");

(2) do and perform any and all acts for me and on my behalf that may be necessary or desirable to complete and execute any such Form, complete and execute any amendment or amendments thereto, and timely file such form with the SEC and the New York Stock Exchange; and

(3) take any other action of any type whatsoever in connection with the foregoing that, in the opinion of each such attorney-in-fact, may be of benefit to, in the best interest of, or legally required by, me, it being understood that the documents executed by each such attorney-in-fact on behalf of me pursuant to this Power of Attorney shall be in such form and shall contain such terms and conditions as he or she may approve in his or her discretion.

I hereby grant to each such attorney-in-fact full power and authority to do and perform any and every act and thing whatsoever requisite, necessary or proper to be done in the exercise of any of the rights and powers herein granted, as fully to all intents and purposes as I might or could do if personally present, with full power of substitution or revocation, hereby ratifying and confirming all that each such attorney-in-fact, his or her substitute or substitutes, shall lawfully do or cause to be done by virtue of this Power of Attorney and the rights and powers herein granted. I acknowledge that each such attorney-in-fact is serving in such capacity at my request, and is not assuming, nor is the Company assuming, any of my responsibilities to comply with Section 16 of the Exchange Act.

This Power of Attorney shall remain in full force and effect until I am no longer required to file any Forms with respect to my holdings of and transactions in securities issued by the Company, unless earlier revoked by me in a signed writing delivered to each such attorney-in-fact.

Any Power of Attorney previously granted by me concerning the subject matter hereof is hereby revoked.

IN WITNESS WHEREOF, I have executed this Power of Attorney on November 5, 2025.

<u>/s/ John Howard Goss Jr.</u>

John Howard Goss Jr.

STATE OF TEXAS)

COUNTY OF DENTON)

This Power of Attorney was acknowledged before me on November 5, 2025, by John Howard Goss Jr.

<u>/s/ Stephanie Rummans</u>

Notary Public

My commission expires on January 13, 2026.

[SEAL]

### UNITED STATES SECURITIES AND EXCHANGE COMMISSION
**Washington, D.C. 20549**

## FORM 4

### STATEMENT OF CHANGES IN BENEFICIAL OWNERSHIP

[ ] Check this box if no longer subject to Section 16. Form 4 or Form 5 obligations may continue. See Instruction 1(b).

[ ] Check this box to indicate that a transaction was made pursuant to a contract, instruction or written plan for the purchase or sale of equity securities of the issuer that is intended to satisfy the affirmative defense conditions of Rule 10b5-1(c). See Instruction 10.

---

| | | |
|:---|:---|:---|
| **1. Name and Address of Reporting Person**<sup>*</sup><br>Goss John Howard JR<br><sub>(Last) (First) (Middle)</sub><br>C/O SALLY BEAUTY HOLDINGS, INC.<br>3001 COLORADO BOULEVARD<br><sub>(Street)</sub><br>DENTON, TX 76210<br><sub>(City) (State) (Zip)</sub> | **3. Date of Earliest Transaction (Month/Day/Year)**<br>2025-11-05 | **5. Relationship of Reporting Person(s) to Issuer**<br>(Check all applicable)<br>[ ] Director [ ] 10% Owner<br>[X] Officer (give title below) [ ] Other (specify below)<br>_SVP & President Sally Beauty_ |
| **2. Issuer Name and Ticker or Trading Symbol**<br>Sally Beauty Holdings, Inc. [ SBH ] | **4. If Amendment, Date of Original Filed (Month/Day/Year)**<br>  | **6. Individual or Joint/Group Filing (Check Applicable Line)**<br>[X] Form filed by One Reporting Person<br>[ ] Form filed by More than One Reporting Person |

---

## Table I - Non-Derivative Securities

---

|  |  |  |  |  |  |  |  |  |  |  |
| --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- |
| 1. Title of Security | 2. Transaction Date | 2A. Deemed Execution Date | 3. Transaction Code (V) | 3. Transaction Code (V) | 4. Securities Acquired (A) or Disposed of (D) | 4. Securities Acquired (A) or Disposed of (D) | 4. Securities Acquired (A) or Disposed of (D) | 5. Amount of Securities Beneficially Owned | 6. Ownership Form | 7. Nature of Indirect Beneficial Ownership |
| 1. Title of Security | 2. Transaction Date | 2A. Deemed Execution Date | Code | V | Amount | (A) or (D) | Price | 5. Amount of Securities Beneficially Owned | 6. Ownership Form | 7. Nature of Indirect Beneficial Ownership |
|  |  |  |  |  |  |  |  |  |  |  |

---

## Table II - Derivative Securities

---

|  |  |  |  |  |  |  |  |  |  |  |  |  |  |  |  |
| --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- |
| 1. Title of Derivative Security | 2. Conversion or Exercise Price | 3. Transaction Date | 3A. Deemed Execution Date | 4. Transaction Code (V) | 4. Transaction Code (V) | 5. Number of Derivative Securities Acquired (A) or Disposed of (D) | 5. Number of Derivative Securities Acquired (A) or Disposed of (D) | 6. Date Exercisable and Expiration Date | 6. Date Exercisable and Expiration Date | 7. Title and Amount of Underlying Securities | 7. Title and Amount of Underlying Securities | 8. Price of Derivative Security | 9. Number of Derivative Securities Beneficially Owned | 10. Ownership Form | 11. Nature of Indirect Beneficial Ownership |
| 1. Title of Derivative Security | 2. Conversion or Exercise Price | 3. Transaction Date | 3A. Deemed Execution Date | Code | V | (A) | (D) | Date Exercisable | Expiration Date | Title | Amount or Number of Shares | 8. Price of Derivative Security | 9. Number of Derivative Securities Beneficially Owned | 10. Ownership Form | 11. Nature of Indirect Beneficial Ownership |
| Restricted Stock Units<sup>(1)(2)</sup> | $0 | 2025-11-05 |  | A |  | 12132 |  | 2025-11-15 | 2025-11-15 | Common Stock | 12132 | $0 | 12132 | D |  |
| Restricted Stock Units <sup>(1)(3)</sup> | $0 | 2025-11-05 |  | A |  | 5067 |  | 2025-11-15 | 2025-11-15 | Common Stock | 5067 | $0 | 5067 | D |  |
| Restricted Stock Units <sup>(1)(4)</sup> | $0 | 2025-11-05 |  | A |  | 10346 |  | 2026-11-15 | 2026-11-15 | Common Stock | 10346 | $0 | 10346 | D |  |
| Restricted Stock Units <sup>(1)(5)</sup> | $0 | 2025-11-05 |  | A |  | 7383 |  | 2027-11-15 | 2027-11-15 | Common Stock | 7383 | $0 | 7383 | D |  |
| Restricted Stock Units <sup>(1)</sup> | $0 | 2025-11-05 |  | A |  | 34650 |  | 2026-11-15<sup>(6)</sup> | 2028-11-15 | Common Stock | 34650 | $0 | 34650 | D |  |

---

### Footnotes:

(1) Restricted stock units convert into common stock on a one-for-one basis.

(2) Reflects earned performance stock units (PSUs). The PSUs were granted on November 2, 2022, and could be earned based on the level of achievement of relative total shareholder return (rTSR) goals over a three-year performance period concluding on September 30, 2025. The number of PSUs reported reflects the number of PSUs earned based on the certification of the Compensation and Talent Committee of the Board of Directors of Sally Beauty Holdings, Inc. (the "Committee") of the level of achievement of rTSR goals. The number of shares earned will be paid out at the end of the three-year performance period on November 15, 2025.

(3) Reflects earned PSUs. The PSUs were granted on November 2, 2022, and are comprised of three, one-year performance periods with goals related to adjusted operating income margin (AOIM), with the number of shares earned paid out at the end of the three-year performance period on November 15, 2025. The number of PSUs reported reflects the number of PSUs earned based on the Committee's certification of the level of achievement of AOIM goals for the third one-year performance period (October 1, 2024, and ending on September 30, 2025).

(4) Reflects earned PSUs. The PSUs were granted on November 1, 2023, and are comprised of three, one-year performance periods with goals related to AOIM, with the number of shares earned paid out at the end of the three-year performance period on November 15, 2026. The number of PSUs reported reflects the number of PSUs earned based on the Committee's certification of the level of achievement of AOIM goals for the second one-year performance period (October 1, 2024, and ending on September 30, 2025).

(5) Reflects earned PSUs. The PSUs were granted on November 6, 2024, and are comprised of three, one-year performance periods with goals related to AOIM, with the number of shares earned paid out at the end of the three-year performance period on November 15, 2027. The number of PSUs reported reflects the number of PSUs earned based on the Committee's certification of the level of achievement of AOIM goals for the first one-year performance period (October 1, 2024, and ending on September 30, 2025).

(6) The restricted stock units vest in three equal installments on November 15, 2026, November 15, 2027, and November 15, 2028.

**Signature:** /s/ Rebecca L. Morley  
**Date:** 2025-11-07

### Remarks:

Reminder: Report on a separate line for each class of securities beneficially owned directly or indirectly.

* If the form is filed by more than one reporting person, see Instruction 4 (b)(v).

** Intentional misstatements or omissions of facts constitute Federal Criminal Violations See 18 U.S.C. 1001 and 15 U.S.C. 78ff(a).

Note: File three copies of this Form, one of which must be manually signed. If space is insufficient, see Instruction 6 for procedure.

**Persons who respond to the collection of information contained in this form are not required to respond unless the form displays a currently valid OMB Number.**