What Sally Beauty does

Sally Beauty Holdings, Inc. (NYSE: SBH) is a specialty beauty retailer and distributor founded in 1964 and headquartered in Denton, Texas. The company operates through two segments: the Sally Beauty retail segment, which sells professional-grade hair color, hair care, nails, tools, cosmetics, and salon supplies through company-owned stores and direct-to-consumer digital channels to DIY consumers and licensed professionals; and Beauty Systems Group (BSG), a full-service distributor serving salon owners and professionals with wholesale-priced supplies and equipment. Sally Beauty maintains one of the largest specialty beauty footprints in North America with 3,800+ retail locations, complemented by SallyBeauty.com, a mobile application, and marketplace/delivery partnerships across Amazon, Uber Eats, DoorDash, Instacart, Walmart, and TikTok Shop.

The company generates revenue through unit-priced retail and wholesale transactions across core categories including hair color, hair care, nails, cosmetics, skin care, tools, fragrances, and salon supplies. A significant portion of revenue is driven by a proprietary exclusive brand portfolio led by ion (the largest brand), bondbar, Texture ID, Beauty Secrets, Silk Elements, and Proclaim, alongside distributed national brands. The technology platform combines an in-store and e-commerce commerce stack with a multiyear Circana supply chain insights partnership providing daily operational data and inventory optimization. Supporting services include the free Licensed Colorist OnDemand virtual consultation service, DIY University educational content, and the Sally Beauty Rewards loyalty program ($5 for every $50 spent). The company exited substantially all lower-margin full-service European operations in early 2026 and is investing in digital channels, store remodels (Sally Ignited program, ~80 remodels targeted by year-end FY2026), and community-driven marketing initiatives such as the HBCU Rooted in Success tour.

The business model is omnichannel specialty retail with consumer-facing stores, e-commerce, and marketplace distribution, plus B2B professional supply distribution through BSG. Revenue mechanics rely on high-velocity, low-ticket transactions with gross margins around 51% (Q1 FY2026), supplemented by higher-margin private label sales. FY2025 reported EBITDA was approximately $407.9 million and EPS of $1.81, with Q1 FY2026 revenue of $943 million (+0.6% YoY), Q2 FY2026 revenue of $903 million (+2.3% YoY), and H1 FY2026 EPS growth of 12-13%. The company completed $25 million in share repurchases in Q2 FY2026, received an S&P credit rating upgrade to BB, and trades at approximately 8.2x forward P/E.

Name

Sally Beauty

Legal name

Sally Beauty Supply LLC

Website

https://sallybeauty.com

Company type

Public

Founded year

1946

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Sally Beauty Holdings (NYSE: SBH) is a North American specialty beauty retailer and distributor operating 3,800+ Sally Beauty retail stores and Beauty Systems Group (BSG) professional supply stores, serving DIY consumers and licensed salon professionals with exclusive brands like ion and bondbar.

Ownership category

akta.pro rank

Product category

Specialty Beauty Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Mid-Tier Department Stores (Beauty & Cosmetics-Led) (CRAGACAD)

akta.pro secondary industries

Hair Color & Bleaching (CRABABAD), Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA), Professional/Salon Beauty Distribution (CRAOAEAB)

Keywords

• Specialty beauty retail
• Professional beauty supply
• Hair color products
• Salon distribution
• Beauty ecommerce

Headquarters

HQ city

Denton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Retail Store Sales (Sally Segment): Brick-and-mortar retail sales through Sally Beauty retail stores offering hair color, hair care, nails, tools, cosmetics, and salon supplies to DIY consumers and licensed professionals. Q1 FY2026 revenue of $943 million with 0.6% YoY growth. Same-store sales increased 1.3% in Q1 FY2026. The segment posted 1.2% YoY growth in Q1.
2. E-commerce and Digital Sales: Online sales through SallyBeauty.com and marketplace partnerships. E-commerce sales grew 11% company-wide and 20% in the Sally segment in Q1 FY2026. Strong double-digit YoY growth across Amazon and Uber Eats channels. TikTok Shop launched March 2026 with 1,000+ products.
3. Wholesale/Distribution to Partners: Wholesale distribution of branded products to retail partners. Madison Reed partnership brings 34 SKUs to Sally Beauty stores and SallyBeauty.com, extending Madison Reed's retail footprint to over 3,800 stores total.
4. Private Label Products: Revenue from proprietary brands including ion (largest brand), bondbar, Texture ID, Beauty Secrets, Silk Elements, Proclaim. These exclusive brands drive customer loyalty and higher margins. ion 24K launch January 2026 and ion Luxe Infrared styling tools are key product initiatives.

Pricing tiers

Go-to-market motion3 records

Distribution channels11 records

Marketing channels15 records

Core offering

Sally Beauty is a specialty retailer and distributor of professional-grade beauty products sold through company-owned Sally Beauty retail stores and Beauty Systems Group (BSG) professional distribution outlets. The company offers hair color, hair care, nail, cosmetics, skin care, tools, salon supplies, fragrances, hair extensions, men's grooming, and textured/curly hair care products, anchored by proprietary exclusive brands (ion, bondbar, Texture ID, Beauty Secrets, Silk Elements, Proclaim) alongside third-party professional and consumer brands.

Product overview

Sally Beauty is a specialty beauty retailer offering a comprehensive portfolio of beauty products across multiple categories including hair color, hair care, nails, cosmetics, skin care, tools, salon supplies, fragrances, and men's grooming. The company operates both a proprietary brand portfolio (ion, Texture ID, bondbar, Sally Hansen) and distributes third-party professional and consumer brands. Key services include the Licensed Colorist OnDemand for free hair color advice, DIY University educational platform, and Sally Beauty Rewards loyalty program. The product architecture is organized as a unified retail platform with physical stores, e-commerce website (SallyBeauty.com), and marketplace partnerships across TikTok Shop, Amazon, and delivery platforms (Uber Eats, DoorDash, Instacart).

Differentiator

Problem solved

Functional benefit

Brands

• ion: Hair care and styling tools brand, including ion 24K damage repair line and Luxe Infrared Collection
• bondbar
• Texture ID
• Beauty Secrets
• Silk Elements
• Madison Reed
• ALT. Fragrances
• Freewill
• Proclaim
• Generic Value Products
• Salon Care

Products and services

• ion Sally Beauty's largest proprietary hair care, hair color, and styling brand, including the ion Luxe Infrared Collection and the ion 24K damage-repair line using TRICHOPOWER SCIENCE technology. Targets DIY consumers and licensed professionals seeking professional-grade hair care and color at accessible retail prices.
• Texture ID Sally Beauty's proprietary textured/curly hair care brand offering tailored products for wavy, curly, and coily hair, including shampoos, conditioners, gels, edge controls, leave-ins, and scalp care. Refreshed in January 2026 with improved formulas and modernized aesthetic to reinforce commitment to the textured hair community.
• bondbar Sally Beauty's proprietary bond repair brand providing bonding solutions for all hair types, supporting bond repair and hair repair categories across permanent, semi-permanent, and demi-permanent color services.
• Beauty Secrets Sally Beauty exclusive brand offering nail care and cosmetic products including nail polish, gel polish, dip powder, press-on nails, acrylics, nail art, and care accessories.
• Sally Hansen Sally Beauty-owned nail brand featuring nail polish, treatments, and strengthening products.
• Madison Reed Prestige hair color brand distributed at Sally Beauty through a strategic partnership announced April 7, 2025; 34 SKUs available including the Radiant Hair Color Kit and ColorWonder Demi-Permanent Hair Color, extending Madison Reed's retail footprint to over 3,800 stores nationwide.
• ALT. Fragrances Affordable luxury dupe fragrances priced at $25–$35, distributed at Sally Beauty in a major retail expansion from 1,000 stores toward 2,000+ stores by end of Q2 2026.
• Salon Care Professional-grade salon supplies and equipment including gloves, disinfectants, towels, foils, applicators, barber supplies, beauty student supplies, and salon furniture, distributed through BSG for salon operators.
• Generic Value Products Cost-effective value-oriented hair care line offering everyday beauty products for budget-conscious consumers.
• Licensed Colorist OnDemand Free virtual consultation service connecting customers with licensed colorists for personalized hair color advice, shade recommendations, and at-home color guidance.
• Sally Beauty Rewards Loyalty rewards program offering $5 in rewards for every $50 spent, plus a co-branded rewards credit card with a $20 welcome bonus and additional cardholder perks.

Quantifiable outcome

• E-commerce sales grew 11% company-wide and 20% in Sally segment in Q1 FY2026
• +4 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

13 partnerships are on record, tiered core and minor.

• CircanacoreTechnology or Integration · 11 March 2026Multiyear strategic partnership implementing Circana's advanced supply chain insights platform. Provides daily updates on critical operational data, improves inventory management, and enhances on-shelf availability across Sally Beauty's retail network including Sally Beauty and BSG businesses. Goal is driving top- and bottom-line growth through supply chain efficiency and supplier collaboration.
• TikTok ShopcoreChannel Partner/ Reseller/ Distributor · 10 March 2026Social commerce expansion launching March 10, 2026. Initially offering 1,000+ products including exclusive brands (ion, Beauty Secrets, Silk Elements, Proclaim) and national brands (Sauce Beauty). Pricing aligned to SallyBeauty.com with orders fulfilled from distribution centers. Strategic move to reach consumers discovering and purchasing beauty products on social platforms driven by creators and community engagement.
• Impressions of BeautyminorStrategic or Co-development Partner · 1 February 2026Partnership for Rooted in Success campaign featuring 13-stop HBCU campus tour. Develops branded activations, product sampling, and educational programming focused on textured hair care. Aims to engage over 5,000 students and position Sally Beauty as platform for community engagement and cultural representation.
• Creative Media Marketing (CMM PR)minorImplementation/ SI/ Consulting Partner · 3 November 2025Appointed as public relations agency of record to support strategic initiatives including brand refresh, community building, and innovation. Partnership focuses on events, media relations, and campaign planning.
• Madison ReedcoreStrategic or Co-development Partner · 7 April 2025Strategic partnership bringing Madison Reed prestige hair color products (34 SKUs including Radiant Hair Color Kit and ColorWonder Demi-Permanent Hair Color) to select Sally Beauty stores and SallyBeauty.com. Extends Madison Reed's retail footprint to over 3,800 stores nationwide, adding to existing presence at Ulta Beauty, Target, Walmart, and Amazon. Collaboration aligned with shared mission to provide salon-quality hair color products to consumers.
• Uber EatscoreChannel Partner/ Reseller/ Distributor · 25 March 2025Nationwide on-demand delivery partnership allowing customers to order beauty supplies via Uber Eats app. Partnership celebrated one-year anniversary in March 2026 with strong double-digit YoY growth. Provides same-day delivery convenience for beauty products.
• DoorDashminorChannel Partner/ Reseller/ DistributorOn-demand delivery partnership for same-day beauty product delivery through DoorDash platform.
• InstacartminorChannel Partner/ Reseller/ DistributorGrocery delivery platform partnership expanding beauty product accessibility through Instacart's consumer base.
• AmazonminorChannel Partner/ Reseller/ DistributorMarketplace presence for select Sally Beauty products with strong double-digit YoY growth. Part of broader digital channel expansion strategy.
• WalmartminorChannel Partner/ Reseller/ DistributorDigital marketplace partnership for product distribution through Walmart's e-commerce platform.
• ESSENCE MagazineminorGTM or Marketing PartnerMarketing partnership to amplify Rooted in Success campaign and cultural marketing initiatives targeting textured hair community and next-generation consumers.
• ALT. FragrancesminorChannel Partner/ Reseller/ DistributorRetail partnership for ALT. Fragrances affordable luxury dupes ($25-$35), launching at 1,000 stores and extending to 2,000+ stores by end of Q2 2026. Democratizes luxury scents through accessible pricing at scale.
• Cloud HaircareminorChannel Partner/ Reseller/ DistributorDistribution partnership bringing Cloud Haircare affordable luxury haircare brand (sub-$10, vegan, gluten-free, paraben-free) to Sally Beauty shelves in April 2026. Brand previously available at Walmart, CVS (2,700 locations), H-E-B, and Giant Eagle.

Scale indicators20 records

Recent moves8 records

Expansion highlights7 records

Market position

Strengths4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/sallybeauty
• YouTubeyoutube.com/sallybeauty
• Facebookfacebook.com/sallybeauty
• LinkedInlinkedin.com/company/sally-beauty-company
• Instagraminstagram.com/sallybeauty
• TikToktiktok.com/@sallybeauty

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds2 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A8 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sally Beauty