Yellow Professional Makes Official U.S. Retail Debut at Sally Beauty, Bringing Italian Professional Haircare to Consumers Nationwide

Yellow Professional launches four pro-inspired haircare collections at Sally Beauty stores and online, marking its first nationwide U.S. retail rollout.

Rhea-AI Summary

Sally Beauty (SBH) has become the first nationwide U.S. retail partner for Italian professional haircare brand Yellow Professional, which is making its official U.S. retail debut across Sally Beauty stores and SallyBeauty.com.

The partnership extends Yellow Professional beyond salon channels, giving U.S. consumers access to its salon-inspired formulas at what is described as an accessible price point. The Sally Beauty assortment launches with four targeted collections—Color Care, Nutritive, Repair and Silver—each built around specific hair concerns such as color protection, nourishment, damage repair and tone correction. Hero products in these lines are priced between $14.99 and $17.99, and feature branded technologies including Color-Lock, Pro-Shine, Bond Complex and Aloetrix.

Market Context

Before publication, SBH had declined 2.12% over 24 hours; the announcement added a nationwide Sally ...

Analysis

Before publication, SBH had declined 2.12% over 24 hours; the announcement added a nationwide Sally Beauty retail partnership, while no peer-momentum cohort was recorded.

Key Figures

Color Care Maintenance Serum price: $14.99 Nutritive Nourishing Leave-In Treatment price: $15.99 Repair Molecular Serum price: $15.99 +5 more

Color Care Maintenance Serum price

$14.99

Sally Beauty assortment

Nutritive Nourishing Leave-In Treatment price

$15.99

Sally Beauty assortment

Repair Molecular Serum price

$15.99

Sally Beauty assortment

Repair Bond Hero price

$17.99

Sally Beauty assortment

Hair breakage reduction

31%

Brand-reported testing for Repair Molecular Serum

Hair strength increase

42%

Brand-reported testing for Repair Molecular Serum

Bonding density increase

57%

Brand-reported testing for Repair Bond Hero

Hair strength increase

62%

Brand-reported testing for Repair Bond Hero

Historical Context

2 past events · Latest: Sep 01

2 events

1. Sep 01

   Product assortment expansion

   24h Move

   +0.1%

   Expanded EBIN NEW YORK protective styling assortment across select stores and online

2. Jul 28

   Product launch campaign

   24h Move

   +3.1%

   Introduced hundreds of products and exclusive Q+A skincare distribution through U.S. channels

24h Move is the share-price change in the day after each event; other market factors may also have contributed.

AI-generated analysis. How Rhea-AI works. Not financial advice.

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The brand's first nationwide U.S. retail partnership brings its salon-inspired collections to consumers at Sally Beauty stores and SallyBeauty.com

NEW YORK, Sept. 16, 2026 /PRNewswire/ -- Yellow Professional, the Italian professional haircare brand backed by more than 40 years of salon expertise through ALFAPARF MILANO Group, today announced its official U.S. retail debut nationwide with Sally Beauty. As the industry-leading destination for professional-quality hair color, hair care and nails, Sally Beauty is uniquely positioned to bring Yellow Professional's salon-inspired formulas to consumers nationwide.

The partnership marks a significant milestone in Yellow Professional's expansion strategy. Known globally for its high-performance formulas, Yellow Professional is expanding beyond the salon channel into U.S. retail for the first time. The launch gives consumers access to targeted solutions for color protection, damage repair, nourishment and tone correction at an accessible price point. For Sally Beauty, the partnership reflects the retailer's ongoing strategy of curating best-in-class professional brands, giving customers a continually expanding selection of trusted, expert-vetted formulas.

Developed by the experts behind ALFAPARF MILANO Group, Yellow Professional combines research from three international laboratories with insights from professional stylists to create formulas for today's most common hair concerns. Available in more than 100 countries, the brand brings Italian salon innovation beyond the chair, delivering intuitive, targeted haircare designed to help consumers achieve professional-quality results at home.

"Partnering with Sally Beauty marks an important milestone for Yellow Professional as our first major step into nationwide mass retail in the U.S.," said Michael Riley, General Manager North America of ALFAPARF MILANO Group. "Through Sally Beauty's national reach, we're making our Italian heritage and salon-inspired formulas more accessible than ever, giving consumers across the country the opportunity to discover the brand for the first time. It's an exciting step in introducing more consumers to the salon-inspired innovation that defines Yellow Professional."

"Sally Beauty was built on a deep understanding of hair care and what it takes to identify, treat and maintain healthy, beautiful hair," said Becky Hall, Vice President of Merchandising at Sally Beauty. "We know exactly what our customers need to protect and maintain their color, which makes Yellow Professional's color care solutions a natural addition to our assortment."

Professional Haircare for Every Hair Need
Yellow Professional's Sally Beauty assortment features four collections and hero treatments developed to address specific hair concerns through professional-inspired ingredients and technologies:

• Color Care is powered by Color-Lock and Pro-Shine and helps protect color-treated hair from washing, UV exposure and daily stressors while supporting softness, shine and longer-lasting vibrancy. Hero product: Color Care Maintenance Serum ($14.99), an ultra-lightweight leave-in treatment formulated to help seal the cuticle and preserve cosmetic color against oxidation and fading.
• Nutritive replenishes dry, brittle hair with Argan Oil, Coconut Oil and Aloetrix to improve manageability, reduce frizz and enhance shine. Hero product: Nutritive Nourishing Leave-In Treatment ($15.99) delivers lightweight hydration, detangles and smooths hair without weighing it down.
• Repair utilizes Bond Complex, Cacao Butter and Aloetrix to help strengthen and protect damaged or stressed hair. Hero products include Repair Molecular Serum ($15.99), a strengthening leave-in treatment shown in brand-reported testing to reduce hair breakage by 31% and increase hair strength by 42%, and Repair Bond Hero ($17.99), a concentrated repair booster that demonstrated 57% greater bonding density and 62% greater hair strength in brand-reported testing.
• Silver combines violet pigments with Bond Complex, Açaí and Aloetrix to neutralize unwanted yellow-orange tones while helping maintain hydration, softness and shine for blonde, silver and gray hair.

Yellow Professional is available at Sally Beauty stores and online at SallyBeauty.com. For more information, visit yellowpro.it or follow @yellowpro on Instagram.

About Yellow Professional
Yellow Professional is an Italian professional haircare brand developed by ALFAPARF MILANO Group, a global leader in professional haircare and the world's leading Italian hair color manufacturer. Backed by decades of salon expertise, Yellow Professional combines research from three international laboratories with collaboration from professional stylists to create high-performance formulas for color care, repair, nourishment, styling and treatment. Available in more than 100 countries, the brand brings Italian salon innovation to professionals and consumers alike through intuitive, targeted solutions designed to deliver beautiful, healthy-looking hair every day. Guided by its philosophy, "Every Mood. Every Day. We Amplify.", Yellow Professional celebrates individuality by empowering every hair journey. For more information, visit yellowpro.it.

About Sally Beauty Holdings, Inc. 
Sally Beauty Holdings, Inc. (NYSE: SBH), as the leader in professional hair color, sells and distributes professional beauty supplies globally through its Sally Beauty and Beauty Systems Group businesses. Sally Beauty stores offer up to 7,000 products for hair color, hair care, nails, and skin care through proprietary brands such as Ion®, Bondbar®, Strawberry Leopard®, Generic Value Products®, Inspired by Nature® and Silk Elements® as well as professional lines such as Wella®, Clairol®, OPI®, L'Oreal®, Wahl® and Babyliss Pro®. Beauty Systems Group stores, branded as Cosmo Prof® or Armstrong McCall® stores, along with its outside sales consultants, sell up to 8,000 professionally branded products including Paul Mitchell®, Wella®, Matrix®, Schwarzkopf®, Kenra®, Goldwell®, Joico®, Amika® and Moroccanoil®, intended for use in salons and for resale by salons to retail consumers. For more information about Sally Beauty Holdings, Inc., please visit sallybeautyholdings.com.  

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SOURCE Yellow Professional

FAQ

AI-generated questions and answers. How Rhea-AI works. Not financial advice.

What Yellow Professional collections are available through Sally Beauty in the U.S.?

The Sally Beauty assortment includes four Yellow Professional collections: Color Care for color protection, Nutritive for nourishment of dry, brittle hair, Repair for damaged or stressed hair, and Silver to neutralize unwanted yellow-orange tones in blonde, silver and gray hair while maintaining hydration, softness and shine.

What are the hero products and price range for Yellow Professional at Sally Beauty?

Hero products include Color Care Maintenance Serum at $14.99, Nutritive Nourishing Leave-In Treatment at $15.99, Repair Molecular Serum at $15.99, and Repair Bond Hero at $17.99. These items are part of the four targeted collections available at Sally Beauty stores and on SallyBeauty.com.

Where can consumers purchase Yellow Professional products in the United States?

Yellow Professional products are available nationwide at Sally Beauty retail stores and online at SallyBeauty.com. Additional brand information is provided at yellowpro.it and via the @yellowpro Instagram account.

What performance results does Yellow Professional report for its Repair line treatments?

In brand-reported testing, Repair Molecular Serum is described as reducing hair breakage by 31% and increasing hair strength by 42%. The Repair Bond Hero booster is reported to demonstrate 57% greater bonding density and 62% greater hair strength.