[Form 4] Sally Beauty Holdings, Inc. Insider Trading Activity

Sally Beauty Holdings (SBH) reported insider equity activity by its SVP & CFO on 11/05/2025.

Rhea-AI Filing Summary

Sally Beauty Holdings (SBH) reported insider equity activity by its SVP & CFO on 11/05/2025. The filing lists acquisitions of derivative securities at $0 price, including earned performance stock units (PSUs) and a new restricted stock unit (RSU) grant. Earned PSUs include 15,366 tied to rTSR from a 11/02/2022 grant, with payout on 11/15/2025, plus AOIM-tied PSUs of 6,418 (2022 grant) paying on 11/15/2025, 11,496 (2023 grant) paying on 11/15/2026, and 7,383 (2024 grant) paying on 11/15/2027. A new RSU award of 34,650 was granted, vesting in three equal installments on 11/15/2026, 11/15/2027, and 11/15/2028. Each unit converts into one share of common stock.

Insider Trade Summary

Grant/Award: 75,313 shares

Grant/Award 5 txns

Insider Platz Marlo Michelle Cormier

Role SVP & CFO

Type	Security	Shares	Price	Value
Grant/Award	Restricted Stock Units	15,366	$0.00	$0.00
Grant/Award	Restricted Stock Units (1)	6,418	$0.00	$0.00
Grant/Award	Restricted Stock Units (1)	11,496	$0.00	$0.00
Grant/Award	Restricted Stock Units (1)	7,383	$0.00	$0.00
Grant/Award	Restricted Stock Units (1)	34,650	$0.00	$0.00

Holdings After Transaction: Restricted Stock Units — 15,366 contracts (Direct); Restricted Stock Units (1) — 59,947 contracts (Direct)

Footnotes (6)

1. F1. Restricted stock units convert into common stock on a one-for-one basis.
2. F2. 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. F3. 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. F4. 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. F5. 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. F6. The restricted stock units vest in three equal installments on November 15, 2026, November 15, 2027, and November 15, 2028.

FAQ

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

What did SBH’s SVP & CFO report on Form 4?

Acquisitions of derivative securities at $0 price, including earned PSUs and a new RSU grant, all converting one-for-one into common stock.

Which PSUs were earned and when are they payable?

rTSR PSUs: 15,366 payable 11/15/2025. AOIM PSUs: 6,418 payable 11/15/2025, 11,496 payable 11/15/2026, 7,383 payable 11/15/2027.

What new RSUs were granted to SBH’s CFO?

An RSU award of 34,650 units, vesting in three equal installments on 11/15/2026, 11/15/2027, and 11/15/2028.

What is the conversion rate for the units?

Each restricted stock unit or performance stock unit converts into one share of common stock.

What performance measures applied to the earned PSUs?

rTSR for the 11/02/2022 grant, and AOIM goals for grants dated 11/02/2022, 11/01/2023, and 11/06/2024, certified by the Committee.

What was the transaction date on the Form 4?

The reported transaction date was 11/05/2025.

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Accepted by SEC EDGAR 11/07/2025 - 03:53 PM EST 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^*

Platz Marlo Michelle Cormier

(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)

	Director		10% Owner
X	Officer (give title below)		Other (specify below)
	SVP & CFO

3. Date of Earliest Transaction (Month/Day/Year)
11/05/2025

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

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
Restricted Stock Units(1)(2)	$0	11/05/2025		A		15,366		11/15/2025	11/15/2025	Common Stock	15,366	$0	15,366	D
Restricted Stock Units (1)(3)	$0	11/05/2025		A		6,418		11/15/2025	11/15/2025	Common Stock	6,418	$0	6,418	D
Restricted Stock Units (1)(4)	$0	11/05/2025		A		11,496		11/15/2026	11/15/2026	Common Stock	11,496	$0	11,496	D
Restricted Stock Units (1)(5)	$0	11/05/2025		A		7,383		11/15/2027	11/15/2027	Common Stock	7,383	$0	7,383	D
Restricted Stock Units (1)	$0	11/05/2025		A		34,650		11/15/2026(6)	11/15/2028	Common Stock	34,650	$0	34,650	D

Explanation of Responses:

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.

	/s/ Rebecca L. Morley, Attorney-in-Fact	11/07/2025
	** Signature of Reporting Person	Date
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