Sally Beauty (SBH): CEO Bought 4,500 Shares at $11.74

Sally Beauty Holdings (SBH) insider Denise Paulonis, who serves as President & CEO and as a director, purchased 4,500 shares of common stock at $11.74 per share, bringing her direct beneficial ownership to 366,865 shares.

Rhea-AI Filing Summary

Sally Beauty Holdings (SBH) insider Denise Paulonis, who serves as President & CEO and as a director, purchased 4,500 shares of common stock at $11.74 per share, bringing her direct beneficial ownership to 366,865 shares. The transaction is reported on a Form 4 statement of changes in beneficial ownership.

Positive

• President & CEO and director executed a purchase of 4,500 shares
• Purchase price disclosed at $11.74 per share
• Direct beneficial ownership increased to 366,865 shares
• Transaction reported on Form 4 (Section 16 disclosure)

Negative

• None.

Insights

Financial Analyst

TL;DR: Insider purchase is small and appears routine with limited disclosed context on materiality.

The filing shows a purchase of 4,500 shares at $11.74, increasing the reporting person's direct holdings to 366,865 shares. Without the company's total outstanding shares or market-cap context, the transaction's impact on valuation is unclear. As reported, this is a clear Section 16 disclosure of an insider purchase but provides limited evidence of a material change in company fundamentals.

Corporate Governance Expert

TL;DR: Transaction properly disclosed on Form 4 by a CEO/director; appears compliant and routine.

The reporter is identified as both President & CEO and a director, and the Form 4 documents a purchase (code P) increasing direct beneficial ownership to 366,865 shares. The form indicates filing by one reporting person and includes an attorney-in-fact signature, suggesting procedural compliance. The disclosure meets routine insider reporting requirements but does not by itself indicate governance concerns.

Insider Trade Summary

Net Buyer: 4,500 shares

Net Buy 1 txn

Insider Paulonis Denise

Role President & CEO

Bought 4,500 shs ($53K)

Type	Security	Shares	Price	Value
Purchase	Common Stock	4,500	$11.74	$53K

Holdings After Transaction: Common Stock — 366,865 shares (Direct)

FAQ

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

What transaction did Denise Paulonis report for SBH?

Denise Paulonis purchased 4,500 shares of Sally Beauty common stock, reported on a Form 4.

At what price were the SBH shares acquired?

The reported purchase price was $11.74 per share.

What is Denise Paulonis's role at Sally Beauty (SBH)?

She is listed as President & CEO and a director.

How many SBH shares does Denise Paulonis own after the transaction?

Her direct beneficial ownership is reported as 366,865 shares.

What form was filed to disclose this SBH insider activity?

A Form 4 (Statement of Changes in Beneficial Ownership) was filed.

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

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Accepted by SEC EDGAR 08/11/2025 - 02:18 PM Learn about SEC filing dates

SEC Form 4

FORM 4

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

STATEMENT OF CHANGES IN BENEFICIAL OWNERSHIP

Filed pursuant to Section 16(a) of the Securities Exchange Act of 1934
or Section 30(h) of the Investment Company Act of 1940

OMB APPROVAL

OMB Number:			3235-0287
Estimated average burden
hours per response:			0.5

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^*

Paulonis Denise

(Last) (First) (Middle)

C/O SALLY BEAUTY HOLDINGS, INC.

3001 COLORADO BOULEVARD

(Street)

DENTON TX 76210

(City) (State) (Zip)

2. Issuer Name and Ticker or Trading Symbol
Sally Beauty Holdings, Inc. [ SBH ]

5. Relationship of Reporting Person(s) to Issuer
(Check all applicable)

X	Director		10% Owner
X	Officer (give title below)		Other (specify below)
	President & CEO

3. Date of Earliest Transaction (Month/Day/Year)
08/08/2025

4. If Amendment, Date of Original Filed (Month/Day/Year)

6. Individual or Joint/Group Filing (Check Applicable Line)

X	Form filed by One Reporting Person
	Form filed by More than One Reporting Person

Table I - Non-Derivative Securities Acquired, Disposed of, or Beneficially Owned
1. Title of Security (Instr. 3)	2. Transaction Date (Month/Day/Year)	2A. Deemed Execution Date, if any (Month/Day/Year)	3. Transaction Code (Instr. 8)		4. Securities Acquired (A) or Disposed Of (D) (Instr. 3, 4 and 5)			5. Amount of Securities Beneficially Owned Following Reported Transaction(s) (Instr. 3 and 4)	6. Ownership Form: Direct (D) or Indirect (I) (Instr. 4)	7. Nature of Indirect Beneficial Ownership (Instr. 4)
			Code	V	Amount	(A) or (D)	Price
Common Stock	08/08/2025		P		4,500	A	$11.74	366,865	D

Table II - Derivative Securities Acquired, Disposed of, or Beneficially Owned (e.g., puts, calls, warrants, options, convertible securities)
1. Title of Derivative Security (Instr. 3)	2. Conversion or Exercise Price of Derivative Security	3. Transaction Date (Month/Day/Year)	3A. Deemed Execution Date, if any (Month/Day/Year)	4. Transaction Code (Instr. 8)		5. Number of Derivative Securities Acquired (A) or Disposed of (D) (Instr. 3, 4 and 5)		6. Date Exercisable and Expiration Date (Month/Day/Year)		7. Title and Amount of Securities Underlying Derivative Security (Instr. 3 and 4)		8. Price of Derivative Security (Instr. 5)	9. Number of derivative Securities Beneficially Owned Following Reported Transaction(s) (Instr. 4)	10. Ownership Form: Direct (D) or Indirect (I) (Instr. 4)	11. Nature of Indirect Beneficial Ownership (Instr. 4)
				Code	V	(A)	(D)	Date Exercisable	Expiration Date	Title	Amount or Number of Shares

Explanation of Responses:

	/s/ Scott Sherman, Attorney-in-Fact	08/11/2025
	** Signature of Reporting Person	Date
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.