Denise Paulonis - 05 Nov 2025 Form 4 Insider Report for Sally Beauty Holdings, Inc. (SBH)

Reporting relationship: President & CEO, Director
Issuer ticker: SBH
Reported as of: 05 Nov 2025
Net transaction value: $0
SEC form: 4
Accepted by SEC: 07 Nov 2025, 15:46:34 UTC
Prior SEC filing: 11 Aug 2025
Next SEC filing: 18 Nov 2025
Source filing: View source filing
Reporting owner signature: /s/ Rebecca L. Morley, Attorney-in-Fact

Key filing fact

Denise Paulonis filed Form 4 for Sally Beauty Holdings, Inc. (SBH) on 07 Nov 2025.

Key facts

This page summarizes Denise Paulonis's Form 4 filing for Sally Beauty Holdings, Inc. (SBH).
5 reported transactions and 5 derivative rows are listed below.
Accepted by SEC: 07 Nov 2025, 15:46.

Change

Previous filing in this sequence was filed on 11 Aug 2025.
Current net transaction value: $0.

Research use

This tells you what this filing adds before you inspect full transaction and derivative tables.
You can trace every row back to the original SEC filing document.

Evidence

Filed on Form 4

Ownership activity is grounded in SEC Form 4 disclosures.

View source filing

Reporting Owners (1)

CIK 0001683382 Primary reporting owner

Paulonis Denise

Relationship: President & CEO, Director
Address: C/O SALLY BEAUTY HOLDINGS, INC., 3001 COLORADO BOULEVARD, DENTON
Signature: /s/ Rebecca L. Morley, Attorney-in-Fact
Signature date: 07 Nov 2025

Reported derivative securities

Options, warrants, convertible securities, or similar derivative positions disclosed in the filing.

SBH transaction Derivative

Restricted Stock Units

Award

Transaction value: $0
Shares: +76,832
Change %
Price: $0.000000
Shares after: 76,832
Date: 05 Nov 2025
Ownership: Direct
Underlying class: Common Stock
Underlying amount: 76,832
Exercise price: $0.000000
Footnotes: F1, F2

SBH transaction Derivative

Restricted Stock Units (1)

Award

Transaction value: $0
Shares: +32,088
Change %
Price: $0.000000
Shares after: 32,088
Date: 05 Nov 2025
Ownership: Direct
Underlying class: Common Stock
Underlying amount: 32,088
Exercise price: $0.000000
Footnotes: F3

SBH transaction Derivative

Restricted Stock Units (1)

Award

Transaction value: $0
Shares: +57,480
Change %
Price: $0.000000
Shares after: 57,480
Date: 05 Nov 2025
Ownership: Direct
Underlying class: Common Stock
Underlying amount: 57,480
Exercise price: $0.000000
Footnotes: F4

SBH transaction Derivative

Restricted Stock Units (1)

Award

Transaction value: $0
Shares: +40,605
Change %
Price: $0.000000
Shares after: 40,605
Date: 05 Nov 2025
Ownership: Direct
Underlying class: Common Stock
Underlying amount: 40,605
Exercise price: $0.000000
Footnotes: F5

SBH transaction Derivative

Restricted Stock Units (1)

Award

Transaction value: $0
Shares: +242,550
Change %
Price: $0.000000
Shares after: 242,550
Date: 05 Nov 2025
Ownership: Direct
Underlying class: Common Stock
Underlying amount: 242,550
Exercise price: $0.000000
Footnotes: F6

^* marks a reported price that did not pass the local price check.

Additional SEC filing notes

Filing notes and footnotes

Explanation of responses 6 footnotes

Footnote F1

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

Footnote 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.

Footnote 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).

Footnote 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).

Footnote 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).

Footnote F6

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