SBH

SEC source: 0000950170-23-058818 · ownership.xml · derivative · entry 1

Sherman Scott C · CIK 0001718810 · SVP & CHRO

10b5-1 filing: No plan indicated

Ownership: Direct

Disclosed balance after: 33,863

Underlying: Common Stock · 33,863 shares

Expires not disclosed

F1 · security: Grant of restricted stock units under the Sally Beauty Holdings, Inc. 2019 Omnibus Incentive Plan.

F2 · derivative.exercise_price: Restricted stock units convert into common stock on a one-for-one basis.

F3 · derivative.exercise_date: The restricted stock units vest in three equal annual installments beginning on November 15, 2024.

F3 · derivative.expiration_date: The restricted stock units vest in three equal annual installments beginning on November 15, 2024.

SEC source: 0000950170-23-058813 · ownership.xml · derivative · entry 4

Platz Marlo Michelle Cormier · CIK 0001526548 · SVP, CFO

10b5-1 filing: No plan indicated

Ownership: Direct

Disclosed balance after: 5,451

Underlying: Common Stock · 5,451 shares

Expires not disclosed

F1 · security: Grant of restricted stock units under the Sally Beauty Holdings, Inc. 2019 Omnibus Incentive Plan.

F6 · security: Reflects earned PSUs. The PSUs were granted on November 2, 2022, 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, 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 first one-year performance period (October 1, 2022 and ending on September 30, 2023).

F2 · derivative.exercise_price: Restricted stock units convert into common stock on a one-for-one basis.

F6 · derivative.exercise_date: Reflects earned PSUs. The PSUs were granted on November 2, 2022, 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, 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 first one-year performance period (October 1, 2022 and ending on September 30, 2023).

F6 · derivative.expiration_date: Reflects earned PSUs. The PSUs were granted on November 2, 2022, 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, 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 first one-year performance period (October 1, 2022 and ending on September 30, 2023).

SEC source: 0000950170-23-058813 · ownership.xml · derivative · entry 3

Platz Marlo Michelle Cormier · CIK 0001526548 · SVP, CFO

10b5-1 filing: No plan indicated

Ownership: Direct

Disclosed balance after: 3,176

Underlying: Common Stock · 3,176 shares

Expires not disclosed

F1 · security: Grant of restricted stock units under the Sally Beauty Holdings, Inc. 2019 Omnibus Incentive Plan.

F5 · security: Reflects earned PSUs. The PSUs were granted on November 3, 2021, 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, 2024. 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, 2022 and ending on September 30, 2023).

F2 · derivative.exercise_price: Restricted stock units convert into common stock on a one-for-one basis.

F5 · derivative.exercise_date: Reflects earned PSUs. The PSUs were granted on November 3, 2021, 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, 2024. 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, 2022 and ending on September 30, 2023).

F5 · derivative.expiration_date: Reflects earned PSUs. The PSUs were granted on November 3, 2021, 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, 2024. 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, 2022 and ending on September 30, 2023).

SEC source: 0000950170-23-058813 · ownership.xml · derivative · entry 2

Platz Marlo Michelle Cormier · CIK 0001526548 · SVP, CFO

10b5-1 filing: No plan indicated

Ownership: Direct

Disclosed balance after: 1,455

Underlying: Common Stock · 1,455 shares

Expires not disclosed

F1 · security: Grant of restricted stock units under the Sally Beauty Holdings, Inc. 2019 Omnibus Incentive Plan.

F4 · security: Reflects earned performance stock units (PSUs). The PSUs were granted on January 27, 2021, and are comprised of three, one-year performance periods with goals related to adjusted operating income (AOI), with the number of shares earned paid out at the end of the three-year performance period on November 15, 2023. The number of PSUs reported reflects the number of PSUs earned based on the issuer's Compensation and Talent Committee's (the "Committee") certification of the level of achievement of AOI goals for the third one-year performance period (October 1, 2022 and ending on September 30, 2023).

F2 · derivative.exercise_price: Restricted stock units convert into common stock on a one-for-one basis.

F4 · derivative.exercise_date: Reflects earned performance stock units (PSUs). The PSUs were granted on January 27, 2021, and are comprised of three, one-year performance periods with goals related to adjusted operating income (AOI), with the number of shares earned paid out at the end of the three-year performance period on November 15, 2023. The number of PSUs reported reflects the number of PSUs earned based on the issuer's Compensation and Talent Committee's (the "Committee") certification of the level of achievement of AOI goals for the third one-year performance period (October 1, 2022 and ending on September 30, 2023).

F4 · derivative.expiration_date: Reflects earned performance stock units (PSUs). The PSUs were granted on January 27, 2021, and are comprised of three, one-year performance periods with goals related to adjusted operating income (AOI), with the number of shares earned paid out at the end of the three-year performance period on November 15, 2023. The number of PSUs reported reflects the number of PSUs earned based on the issuer's Compensation and Talent Committee's (the "Committee") certification of the level of achievement of AOI goals for the third one-year performance period (October 1, 2022 and ending on September 30, 2023).

SEC source: 0000950170-23-058813 · ownership.xml · derivative · entry 1

Platz Marlo Michelle Cormier · CIK 0001526548 · SVP, CFO

10b5-1 filing: No plan indicated

Ownership: Direct

Disclosed balance after: 58,892

Underlying: Common Stock · 58,892 shares

Expires not disclosed

F1 · security: Grant of restricted stock units under the Sally Beauty Holdings, Inc. 2019 Omnibus Incentive Plan.

F2 · derivative.exercise_price: Restricted stock units convert into common stock on a one-for-one basis.

F3 · derivative.exercise_date: The restricted stock units vest in three equal annual installments beginning on November 15, 2024.

F3 · derivative.expiration_date: The restricted stock units vest in three equal annual installments beginning on November 15, 2024.

SEC source: 0000950170-23-058820 · ownership.xml · derivative · entry 3

Paulonis Denise · CIK 0001683382 · Director · President & CEO

10b5-1 filing: No plan indicated

Ownership: Direct

Disclosed balance after: 27,255

Underlying: Common Stock · 27,255 shares

Expires not disclosed

F1 · security: Grant of restricted stock units under the Sally Beauty Holdings, Inc. 2019 Omnibus Incentive Plan.

F5 · security: Reflects earned PSUs. The PSUs were granted on November 2, 2022, 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, 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 first one-year performance period (October 1, 2022 and ending on September 30, 2023).

F2 · derivative.exercise_price: Restricted stock units convert into common stock on a one-for-one basis.

F5 · derivative.exercise_date: Reflects earned PSUs. The PSUs were granted on November 2, 2022, 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, 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 first one-year performance period (October 1, 2022 and ending on September 30, 2023).

F5 · derivative.expiration_date: Reflects earned PSUs. The PSUs were granted on November 2, 2022, 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, 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 first one-year performance period (October 1, 2022 and ending on September 30, 2023).

SEC source: 0000950170-23-058820 · ownership.xml · derivative · entry 2

Paulonis Denise · CIK 0001683382 · Director · President & CEO

10b5-1 filing: No plan indicated

Ownership: Direct

Disclosed balance after: 16,874

Underlying: Common Stock · 16,874 shares

Expires not disclosed

F1 · security: Grant of restricted stock units under the Sally Beauty Holdings, Inc. 2019 Omnibus Incentive Plan.

F4 · security: Reflects earned performance stock units (PSUs). The PSUs were granted on November 3, 2021, 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, 2024. The number of PSUs reported reflects the number of PSUs earned based on the issuer's Compensation and Talent Committee's (the "Committee") certification of the level of achievement of AOIM goals for the second one-year performance period (October 1, 2022 and ending on September 30, 2023).

F2 · derivative.exercise_price: Restricted stock units convert into common stock on a one-for-one basis.

F4 · derivative.exercise_date: Reflects earned performance stock units (PSUs). The PSUs were granted on November 3, 2021, 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, 2024. The number of PSUs reported reflects the number of PSUs earned based on the issuer's Compensation and Talent Committee's (the "Committee") certification of the level of achievement of AOIM goals for the second one-year performance period (October 1, 2022 and ending on September 30, 2023).

F4 · derivative.expiration_date: Reflects earned performance stock units (PSUs). The PSUs were granted on November 3, 2021, 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, 2024. The number of PSUs reported reflects the number of PSUs earned based on the issuer's Compensation and Talent Committee's (the "Committee") certification of the level of achievement of AOIM goals for the second one-year performance period (October 1, 2022 and ending on September 30, 2023).

SEC source: 0000950170-23-058820 · ownership.xml · derivative · entry 1

Paulonis Denise · CIK 0001683382 · Director · President & CEO

10b5-1 filing: No plan indicated

Ownership: Direct

Disclosed balance after: 294,464

Underlying: Common Stock · 294,464 shares

Expires not disclosed

F1 · security: Grant of restricted stock units under the Sally Beauty Holdings, Inc. 2019 Omnibus Incentive Plan.

F2 · derivative.exercise_price: Restricted stock units convert into common stock on a one-for-one basis.

F3 · derivative.exercise_date: The restricted stock units vest in three equal annual installments beginning on November 15, 2024.

F3 · derivative.expiration_date: The restricted stock units vest in three equal annual installments beginning on November 15, 2024.

SEC source: 0000950170-23-058819 · ownership.xml · derivative · entry 4

Henrich John M · CIK 0001779562 · SVP, Gen Counsel & Secretary

10b5-1 filing: No plan indicated

Ownership: Direct

Disclosed balance after: 3,299

Underlying: Common Stock · 3,299 shares

Expires not disclosed

F1 · security: Grant of restricted stock units under the Sally Beauty Holdings, Inc. 2019 Omnibus Incentive Plan.

F6 · security: Reflects earned PSUs. The PSUs were granted on November 2, 2022, 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, 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 first one-year performance period (October 1, 2022 and ending on September 30, 2023).

F2 · derivative.exercise_price: Restricted stock units convert into common stock on a one-for-one basis.

F6 · derivative.exercise_date: Reflects earned PSUs. The PSUs were granted on November 2, 2022, 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, 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 first one-year performance period (October 1, 2022 and ending on September 30, 2023).

F6 · derivative.expiration_date: Reflects earned PSUs. The PSUs were granted on November 2, 2022, 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, 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 first one-year performance period (October 1, 2022 and ending on September 30, 2023).

SEC source: 0000950170-23-058819 · ownership.xml · derivative · entry 3

Henrich John M · CIK 0001779562 · SVP, Gen Counsel & Secretary

10b5-1 filing: No plan indicated

Ownership: Direct

Disclosed balance after: 1,985

Underlying: Common Stock · 1,985 shares

Expires not disclosed

F1 · security: Grant of restricted stock units under the Sally Beauty Holdings, Inc. 2019 Omnibus Incentive Plan.

F5 · security: Reflects earned PSUs. The PSUs were granted on November 3, 2021, 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, 2024. 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, 2022 and ending on September 30, 2023).

F2 · derivative.exercise_price: Restricted stock units convert into common stock on a one-for-one basis.

F5 · derivative.exercise_date: Reflects earned PSUs. The PSUs were granted on November 3, 2021, 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, 2024. 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, 2022 and ending on September 30, 2023).

F5 · derivative.expiration_date: Reflects earned PSUs. The PSUs were granted on November 3, 2021, 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, 2024. 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, 2022 and ending on September 30, 2023).

SEC source: 0000950170-23-058819 · ownership.xml · derivative · entry 2

Henrich John M · CIK 0001779562 · SVP, Gen Counsel & Secretary

10b5-1 filing: No plan indicated

Ownership: Direct

Disclosed balance after: 1,247

Underlying: Common Stock · 1,247 shares

Expires not disclosed

F1 · security: Grant of restricted stock units under the Sally Beauty Holdings, Inc. 2019 Omnibus Incentive Plan.

F4 · security: Reflects earned performance stock units (PSUs). The PSUs were granted on January 27, 2021, and are comprised of three, one-year performance periods with goals related to adjusted operating income (AOI), with the number of shares earned paid out at the end of the three-year performance period on November 15, 2023. The number of PSUs reported reflects the number of PSUs earned based on the issuer's Compensation and Talent Committee's (the "Committee") certification of the level of achievement of AOI goals for the third one-year performance period (October 1, 2022 and ending on September 30, 2023).

F2 · derivative.exercise_price: Restricted stock units convert into common stock on a one-for-one basis.

F4 · derivative.exercise_date: Reflects earned performance stock units (PSUs). The PSUs were granted on January 27, 2021, and are comprised of three, one-year performance periods with goals related to adjusted operating income (AOI), with the number of shares earned paid out at the end of the three-year performance period on November 15, 2023. The number of PSUs reported reflects the number of PSUs earned based on the issuer's Compensation and Talent Committee's (the "Committee") certification of the level of achievement of AOI goals for the third one-year performance period (October 1, 2022 and ending on September 30, 2023).

F4 · derivative.expiration_date: Reflects earned performance stock units (PSUs). The PSUs were granted on January 27, 2021, and are comprised of three, one-year performance periods with goals related to adjusted operating income (AOI), with the number of shares earned paid out at the end of the three-year performance period on November 15, 2023. The number of PSUs reported reflects the number of PSUs earned based on the issuer's Compensation and Talent Committee's (the "Committee") certification of the level of achievement of AOI goals for the third one-year performance period (October 1, 2022 and ending on September 30, 2023).

SEC source: 0000950170-23-058819 · ownership.xml · derivative · entry 1

Henrich John M · CIK 0001779562 · SVP, Gen Counsel & Secretary

10b5-1 filing: No plan indicated

Ownership: Direct

Disclosed balance after: 33,863

Underlying: Common Stock · 33,863 shares

Expires not disclosed

F1 · security: Grant of restricted stock units under the Sally Beauty Holdings, Inc. 2019 Omnibus Incentive Plan.

F2 · derivative.exercise_price: Restricted stock units convert into common stock on a one-for-one basis.

F3 · derivative.exercise_date: The restricted stock units vest in three equal annual installments beginning on November 15, 2024.

F3 · derivative.expiration_date: The restricted stock units vest in three equal annual installments beginning on November 15, 2024.

SEC source: 0000950170-23-058816 · ownership.xml · derivative · entry 4

Spinks Mark Gregory · CIK 0001649404 · See Remarks

10b5-1 filing: No plan indicated

Ownership: Direct

Disclosed balance after: 4,304

Underlying: Common Stock · 4,304 shares

Expires not disclosed

F1 · security: Grant of restricted stock units under the Sally Beauty Holdings, Inc. 2019 Omnibus Incentive Plan.

F6 · security: Reflects earned PSUs. The PSUs were granted on November 2, 2022, 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, 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 first one-year performance period (October 1, 2022 and ending on September 30, 2023).

F2 · derivative.exercise_price: Restricted stock units convert into common stock on a one-for-one basis.

F6 · derivative.exercise_date: Reflects earned PSUs. The PSUs were granted on November 2, 2022, 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, 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 first one-year performance period (October 1, 2022 and ending on September 30, 2023).

F6 · derivative.expiration_date: Reflects earned PSUs. The PSUs were granted on November 2, 2022, 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, 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 first one-year performance period (October 1, 2022 and ending on September 30, 2023).

SEC source: 0000950170-23-058816 · ownership.xml · derivative · entry 3

Spinks Mark Gregory · CIK 0001649404 · See Remarks

10b5-1 filing: No plan indicated

Ownership: Direct

Disclosed balance after: 2,382

Underlying: Common Stock · 2,382 shares

Expires not disclosed

F1 · security: Grant of restricted stock units under the Sally Beauty Holdings, Inc. 2019 Omnibus Incentive Plan.

F5 · security: Reflects earned PSUs. The PSUs were granted on November 3, 2021, 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, 2024. 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, 2022 and ending on September 30, 2023).

F2 · derivative.exercise_price: Restricted stock units convert into common stock on a one-for-one basis.

F5 · derivative.exercise_date: Reflects earned PSUs. The PSUs were granted on November 3, 2021, 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, 2024. 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, 2022 and ending on September 30, 2023).

F5 · derivative.expiration_date: Reflects earned PSUs. The PSUs were granted on November 3, 2021, 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, 2024. 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, 2022 and ending on September 30, 2023).

SEC source: 0000950170-23-058816 · ownership.xml · derivative · entry 2

Spinks Mark Gregory · CIK 0001649404 · See Remarks

10b5-1 filing: No plan indicated

Ownership: Direct

Disclosed balance after: 1,663

Underlying: Common Stock · 1,663 shares

Expires not disclosed

F1 · security: Grant of restricted stock units under the Sally Beauty Holdings, Inc. 2019 Omnibus Incentive Plan.

F4 · security: Reflects earned performance stock units (PSUs). The PSUs were granted on January 27, 2021, and are comprised of three, one-year performance periods with goals related to adjusted operating income (AOI), with the number of shares earned paid out at the end of the three-year performance period on November 15, 2023. The number of PSUs reported reflects the number of PSUs earned based on the issuer's Compensation and Talent Committee's (the "Committee") certification of the level of achievement of AOI goals for the third one-year performance period (October 1, 2022 and ending on September 30, 2023).

F2 · derivative.exercise_price: Restricted stock units convert into common stock on a one-for-one basis.

F4 · derivative.exercise_date: Reflects earned performance stock units (PSUs). The PSUs were granted on January 27, 2021, and are comprised of three, one-year performance periods with goals related to adjusted operating income (AOI), with the number of shares earned paid out at the end of the three-year performance period on November 15, 2023. The number of PSUs reported reflects the number of PSUs earned based on the issuer's Compensation and Talent Committee's (the "Committee") certification of the level of achievement of AOI goals for the third one-year performance period (October 1, 2022 and ending on September 30, 2023).

F4 · derivative.expiration_date: Reflects earned performance stock units (PSUs). The PSUs were granted on January 27, 2021, and are comprised of three, one-year performance periods with goals related to adjusted operating income (AOI), with the number of shares earned paid out at the end of the three-year performance period on November 15, 2023. The number of PSUs reported reflects the number of PSUs earned based on the issuer's Compensation and Talent Committee's (the "Committee") certification of the level of achievement of AOI goals for the third one-year performance period (October 1, 2022 and ending on September 30, 2023).

SEC source: 0000950170-23-058816 · ownership.xml · derivative · entry 1

Spinks Mark Gregory · CIK 0001649404 · See Remarks

10b5-1 filing: No plan indicated

Ownership: Direct

Disclosed balance after: 53,003

Underlying: Common Stock · 53,003 shares

Expires not disclosed

F1 · security: Grant of restricted stock units under the Sally Beauty Holdings, Inc. 2019 Omnibus Incentive Plan.

F2 · derivative.exercise_price: Restricted stock units convert into common stock on a one-for-one basis.

F3 · derivative.exercise_date: The restricted stock units vest in three equal annual installments beginning on November 15, 2024.

F3 · derivative.expiration_date: The restricted stock units vest in three equal annual installments beginning on November 15, 2024.

SEC source: 0000950170-23-058815 · ownership.xml · derivative · entry 4

Edwards Mary Beth Beth · CIK 0001833121 · See Remarks

10b5-1 filing: No plan indicated

Ownership: Direct

Disclosed balance after: 3,299

Underlying: Common Stock · 3,299 shares

Expires not disclosed

F1 · security: Grant of restricted stock units under the Sally Beauty Holdings, Inc. 2019 Omnibus Incentive Plan.

F6 · security: Reflects earned PSUs. The PSUs were granted on November 2, 2022, 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, 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 first one-year performance period (October 1, 2022 and ending on September 30, 2023).

F2 · derivative.exercise_price: Restricted stock units convert into common stock on a one-for-one basis.

F6 · derivative.exercise_date: Reflects earned PSUs. The PSUs were granted on November 2, 2022, 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, 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 first one-year performance period (October 1, 2022 and ending on September 30, 2023).

F6 · derivative.expiration_date: Reflects earned PSUs. The PSUs were granted on November 2, 2022, 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, 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 first one-year performance period (October 1, 2022 and ending on September 30, 2023).

SEC source: 0000950170-23-058815 · ownership.xml · derivative · entry 3

Edwards Mary Beth Beth · CIK 0001833121 · See Remarks

10b5-1 filing: No plan indicated

Ownership: Direct

Disclosed balance after: 1,985

Underlying: Common Stock · 1,985 shares

Expires not disclosed

F1 · security: Grant of restricted stock units under the Sally Beauty Holdings, Inc. 2019 Omnibus Incentive Plan.

F5 · security: Reflects earned PSUs. The PSUs were granted on November 3, 2021, 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, 2024. 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, 2022 and ending on September 30, 2023).

F2 · derivative.exercise_price: Restricted stock units convert into common stock on a one-for-one basis.

F5 · derivative.exercise_date: Reflects earned PSUs. The PSUs were granted on November 3, 2021, 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, 2024. 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, 2022 and ending on September 30, 2023).

F5 · derivative.expiration_date: Reflects earned PSUs. The PSUs were granted on November 3, 2021, 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, 2024. 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, 2022 and ending on September 30, 2023).

SEC source: 0000950170-23-058815 · ownership.xml · derivative · entry 2

Edwards Mary Beth Beth · CIK 0001833121 · See Remarks

10b5-1 filing: No plan indicated

Ownership: Direct

Disclosed balance after: 901

Underlying: Common Stock · 901 shares

Expires not disclosed

F1 · security: Grant of restricted stock units under the Sally Beauty Holdings, Inc. 2019 Omnibus Incentive Plan.

F4 · security: Reflects earned performance stock units (PSUs). The PSUs were granted on January 27, 2021, and are comprised of three, one-year performance periods with goals related to adjusted operating income (AOI), with the number of shares earned paid out at the end of the three-year performance period on November 15, 2023. The number of PSUs reported reflects the number of PSUs earned based on the issuer's Compensation and Talent Committee's (the "Committee") certification of the level of achievement of AOI goals for the third one-year performance period (October 1, 2022 and ending on September 30, 2023).

F2 · derivative.exercise_price: Restricted stock units convert into common stock on a one-for-one basis.

F4 · derivative.exercise_date: Reflects earned performance stock units (PSUs). The PSUs were granted on January 27, 2021, and are comprised of three, one-year performance periods with goals related to adjusted operating income (AOI), with the number of shares earned paid out at the end of the three-year performance period on November 15, 2023. The number of PSUs reported reflects the number of PSUs earned based on the issuer's Compensation and Talent Committee's (the "Committee") certification of the level of achievement of AOI goals for the third one-year performance period (October 1, 2022 and ending on September 30, 2023).

F4 · derivative.expiration_date: Reflects earned performance stock units (PSUs). The PSUs were granted on January 27, 2021, and are comprised of three, one-year performance periods with goals related to adjusted operating income (AOI), with the number of shares earned paid out at the end of the three-year performance period on November 15, 2023. The number of PSUs reported reflects the number of PSUs earned based on the issuer's Compensation and Talent Committee's (the "Committee") certification of the level of achievement of AOI goals for the third one-year performance period (October 1, 2022 and ending on September 30, 2023).

SEC source: 0000950170-23-058815 · ownership.xml · derivative · entry 1

Edwards Mary Beth Beth · CIK 0001833121 · See Remarks

10b5-1 filing: No plan indicated

Ownership: Direct

Disclosed balance after: 33,863

Underlying: Common Stock · 33,863 shares

Expires not disclosed

F1 · security: Grant of restricted stock units under the Sally Beauty Holdings, Inc. 2019 Omnibus Incentive Plan.

F2 · derivative.exercise_price: Restricted stock units convert into common stock on a one-for-one basis.

F3 · derivative.exercise_date: The restricted stock units vest in three equal annual installments beginning on November 15, 2024.

F3 · derivative.expiration_date: The restricted stock units vest in three equal annual installments beginning on November 15, 2024.

SEC source: 0000950170-23-051508 · ownership.xml · derivative · entry 3

Paulonis Denise · CIK 0001683382 · Director · President & CEO

10b5-1 filing: No plan indicated

Ownership: Direct

Disclosed balance after: 28,282

Underlying: Common Stock · 28,281 shares

Expires not disclosed

Exercise/conversion can include RSU settlement. Transaction price and option strike are different fields; a missing price is not zero. Derivative and underlying rows can describe the same event.

F1 · derivative.exercise_price: Restricted stock units convert into common stock on a one-for-one basis.

F2 · derivative.exercise_date: The restricted stock units vest in three equal annual installments beginning on October 1, 2022.

F2 · derivative.expiration_date: The restricted stock units vest in three equal annual installments beginning on October 1, 2022.

SEC source: 0000950170-23-051508 · ownership.xml · nonDerivative · entry 2

Paulonis Denise · CIK 0001683382 · Director · President & CEO

10b5-1 filing: No plan indicated

Ownership: Direct

Disclosed balance after: 100,583

SEC source: 0000950170-23-051508 · ownership.xml · nonDerivative · entry 1

Paulonis Denise · CIK 0001683382 · Director · President & CEO

10b5-1 filing: No plan indicated

Ownership: Direct

Disclosed balance after: 111,146

Exercise/conversion can include RSU settlement. Transaction price and option strike are different fields; a missing price is not zero. Derivative and underlying rows can describe the same event.

SEC source: 0000899243-23-011110 · doc4.xml · nonDerivative · entry 1

Platz Marlo Michelle Cormier · CIK 0001526548 · SVP, CFO

10b5-1 filing: No plan indicated

Ownership: Direct

Disclosed balance after: 31,850

F1 · shares: Divestiture of securities is solely in connection with payment of taxes incident to vesting of securities.

SEC source: 0000899243-23-005455 · doc4.xml · derivative · entry 4

Spinks Mark Gregory · CIK 0001649404 · See Remarks

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 17,728

Underlying: Common Stock · 35,456 shares

Expires 2030-11-04

Exercise/conversion can include RSU settlement. Transaction price and option strike are different fields; a missing price is not zero. Derivative and underlying rows can describe the same event.

F2 · derivative.exercise_date: The options vest in three equal annual installments beginning on November 15, 2021.

SEC source: 0000899243-23-005455 · doc4.xml · nonDerivative · entry 2

Spinks Mark Gregory · CIK 0001649404 · See Remarks

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 38,313

F1 · kind: Reflects the weighted average sale price. The range of prices for these transactions was $17.08 to $17.32. The reporting person effected multiple same-way open market sale transactions on the same day at different prices through a trade order executed by a broker-dealer. The reporting person has reported on a single line all such transactions that occurred within a one dollar price range. The reporting person hereby undertakes to provide, upon request by the Securities and Exchange Commission staff, the issuer or a shareholder of the issuer, full information regarding the number of shares sold at each separate price.

F1 · price: Reflects the weighted average sale price. The range of prices for these transactions was $17.08 to $17.32. The reporting person effected multiple same-way open market sale transactions on the same day at different prices through a trade order executed by a broker-dealer. The reporting person has reported on a single line all such transactions that occurred within a one dollar price range. The reporting person hereby undertakes to provide, upon request by the Securities and Exchange Commission staff, the issuer or a shareholder of the issuer, full information regarding the number of shares sold at each separate price.

SEC source: 0000899243-23-005455 · doc4.xml · nonDerivative · entry 1

Spinks Mark Gregory · CIK 0001649404 · See Remarks

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 73,769

Exercise/conversion can include RSU settlement. Transaction price and option strike are different fields; a missing price is not zero. Derivative and underlying rows can describe the same event.

SEC source: 0000899243-23-002852 · doc4.xml · derivative · entry 3

EISENBERG MARSHALL E · CIK 0001056938 · Director

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 0

Underlying: Common Stock · 103,797 shares

Expires not disclosed

Exercise/conversion can include RSU settlement. Transaction price and option strike are different fields; a missing price is not zero. Derivative and underlying rows can describe the same event.

F1 · derivative.exercise_price: Restricted stock units (RSUs) convert into common stock on a one-for-one basis.

F2 · derivative.exercise_date: Reflects vested shares underlying RSUs that will be delivered to the reporting person on January 26, 2023, the date such reporting person's service as a director of the issuer terminated, or on the 6-month anniversary of such termination.

F2 · derivative.expiration_date: Reflects vested shares underlying RSUs that will be delivered to the reporting person on January 26, 2023, the date such reporting person's service as a director of the issuer terminated, or on the 6-month anniversary of such termination.

SEC source: 0000899243-23-002852 · doc4.xml · nonDerivative · entry 1

EISENBERG MARSHALL E · CIK 0001056938 · Director

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 175,868

Exercise/conversion can include RSU settlement. Transaction price and option strike are different fields; a missing price is not zero. Derivative and underlying rows can describe the same event.

SEC source: 0000899243-23-002844 · doc4.xml · derivative · entry 2

MCMASTER ROBERT R · CIK 0001258998 · Director

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 0

Underlying: Common Stock · 64,865 shares

Expires not disclosed

Exercise/conversion can include RSU settlement. Transaction price and option strike are different fields; a missing price is not zero. Derivative and underlying rows can describe the same event.

F1 · derivative.exercise_price: Restricted stock units convert into common stock on a one-for-one basis.

F2 · derivative.exercise_date: Reflects vested shares underlying RSUs that will be delivered to the reporting person on January 26, 2023, the date such reporting person's service as a director of the issuer terminated, or on the 6-month anniversary of such termination.

F2 · derivative.expiration_date: Reflects vested shares underlying RSUs that will be delivered to the reporting person on January 26, 2023, the date such reporting person's service as a director of the issuer terminated, or on the 6-month anniversary of such termination.

SEC source: 0000899243-23-002844 · doc4.xml · nonDerivative · entry 1

MCMASTER ROBERT R · CIK 0001258998 · Director

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 175,876

Exercise/conversion can include RSU settlement. Transaction price and option strike are different fields; a missing price is not zero. Derivative and underlying rows can describe the same event.

SEC source: 0000899243-23-002842 · doc4.xml · derivative · entry 3

MILLER JOHN A · CIK 0001222215 · Director

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 0

Underlying: Common Stock · 48,479 shares

Expires not disclosed

Exercise/conversion can include RSU settlement. Transaction price and option strike are different fields; a missing price is not zero. Derivative and underlying rows can describe the same event.

F1 · derivative.exercise_price: Restricted stock units convert into common stock on a one-for-one basis.

F2 · derivative.exercise_date: Reflects vested shares underlying RSUs that will be delivered to the reporting person on the 6-month anniversary of January 26, 2023, the date such reporting person's service as a director of the issuer terminated.

F2 · derivative.expiration_date: Reflects vested shares underlying RSUs that will be delivered to the reporting person on the 6-month anniversary of January 26, 2023, the date such reporting person's service as a director of the issuer terminated.

SEC source: 0000899243-23-002842 · doc4.xml · nonDerivative · entry 1

MILLER JOHN A · CIK 0001222215 · Director

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 139,923

Exercise/conversion can include RSU settlement. Transaction price and option strike are different fields; a missing price is not zero. Derivative and underlying rows can describe the same event.

SEC source: 0000899243-23-002845 · doc4.xml · derivative · entry 4

RABIN EDWARD W · CIK 0001276560 · Director

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 0

Underlying: Common Stock · 75,997 shares

Expires not disclosed

Exercise/conversion can include RSU settlement. Transaction price and option strike are different fields; a missing price is not zero. Derivative and underlying rows can describe the same event.

F3 · derivative.exercise_price: Restricted stock units convert into common stock on a one-for-one basis.

F4 · derivative.exercise_date: Reflects vested shares underlying RSUs that will be delivered to the reporting person on January 26, 2023, the date such reporting person's service as a director of the issuer terminated, or on the 6-month anniversary of such termination.

F4 · derivative.expiration_date: Reflects vested shares underlying RSUs that will be delivered to the reporting person on January 26, 2023, the date such reporting person's service as a director of the issuer terminated, or on the 6-month anniversary of such termination.

SEC source: 0000899243-23-002845 · doc4.xml · nonDerivative · entry 1

RABIN EDWARD W · CIK 0001276560 · Director

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 115,868

Exercise/conversion can include RSU settlement. Transaction price and option strike are different fields; a missing price is not zero. Derivative and underlying rows can describe the same event.

SEC source: 0000899243-22-037077 · doc4.xml · derivative · entry 3

Goss John Howard JR · CIK 0001833119 · SVP & President, Sally Beauty

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 1,588

Underlying: Common Stock · 1,587 shares

Expires not disclosed

Exercise/conversion can include RSU settlement. Transaction price and option strike are different fields; a missing price is not zero. Derivative and underlying rows can describe the same event.

F1 · derivative.exercise_price: Restricted stock units convert into common stock on a one-for-one basis.

F2 · derivative.exercise_date: The restricted stock units vest in three equal annual installments beginning on November 23, 2021.

F2 · derivative.expiration_date: The restricted stock units vest in three equal annual installments beginning on November 23, 2021.

SEC source: 0000899243-22-037077 · doc4.xml · nonDerivative · entry 2

Goss John Howard JR · CIK 0001833119 · SVP & President, Sally Beauty

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 27,702

SEC source: 0000899243-22-037077 · doc4.xml · nonDerivative · entry 1

Goss John Howard JR · CIK 0001833119 · SVP & President, Sally Beauty

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 28,089

Exercise/conversion can include RSU settlement. Transaction price and option strike are different fields; a missing price is not zero. Derivative and underlying rows can describe the same event.

SEC source: 0000899243-22-037078 · doc4.xml · derivative · entry 3

Platz Marlo Michelle Cormier · CIK 0001526548 · SVP, CFO

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 1,634

Underlying: Common Stock · 1,634 shares

Expires not disclosed

Exercise/conversion can include RSU settlement. Transaction price and option strike are different fields; a missing price is not zero. Derivative and underlying rows can describe the same event.

F1 · derivative.exercise_price: Restricted stock units convert into common stock on a one-for-one basis.

F2 · derivative.exercise_date: The restricted stock units vest in three equal annual installments beginning on November 23, 2021.

F2 · derivative.expiration_date: The restricted stock units vest in three equal annual installments beginning on November 23, 2021.

SEC source: 0000899243-22-037078 · doc4.xml · nonDerivative · entry 2

Platz Marlo Michelle Cormier · CIK 0001526548 · SVP, CFO

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 33,666

SEC source: 0000899243-22-037078 · doc4.xml · nonDerivative · entry 1

Platz Marlo Michelle Cormier · CIK 0001526548 · SVP, CFO

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 34,064

Exercise/conversion can include RSU settlement. Transaction price and option strike are different fields; a missing price is not zero. Derivative and underlying rows can describe the same event.

SEC source: 0000899243-22-037076 · doc4.xml · derivative · entry 4

Edwards Mary Beth Beth · CIK 0001833121 · SVP, CIO & CTO

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 234

Underlying: Common Stock · 233 shares

Expires not disclosed

Exercise/conversion can include RSU settlement. Transaction price and option strike are different fields; a missing price is not zero. Derivative and underlying rows can describe the same event.

F1 · derivative.exercise_price: Restricted stock units convert into common stock on a one-for-one basis.

F2 · derivative.exercise_date: The restricted stock units vest in three equal annual installments beginning on November 23, 2021.

F2 · derivative.expiration_date: The restricted stock units vest in three equal annual installments beginning on November 23, 2021.

SEC source: 0000899243-22-037076 · doc4.xml · nonDerivative · entry 2

Edwards Mary Beth Beth · CIK 0001833121 · SVP, CIO & CTO

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 12,838

SEC source: 0000899243-22-037076 · doc4.xml · nonDerivative · entry 1

Edwards Mary Beth Beth · CIK 0001833121 · SVP, CIO & CTO

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 12,895

Exercise/conversion can include RSU settlement. Transaction price and option strike are different fields; a missing price is not zero. Derivative and underlying rows can describe the same event.

SEC source: 0000899243-22-036166 · doc4.xml · derivative · entry 4

Goss John Howard JR · CIK 0001833119 · SVP & President, Sally Beauty

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 11,494

Underlying: Common Stock · 5,747 shares

Expires not disclosed

Exercise/conversion can include RSU settlement. Transaction price and option strike are different fields; a missing price is not zero. Derivative and underlying rows can describe the same event.

F1 · derivative.exercise_price: Restricted stock units convert into common stock on a one-for-one basis.

F3 · derivative.exercise_date: The restricted stock units vest in three equal annual installments beginning on November 15, 2022.

F3 · derivative.expiration_date: The restricted stock units vest in three equal annual installments beginning on November 15, 2022.

SEC source: 0000899243-22-036166 · doc4.xml · derivative · entry 3

Goss John Howard JR · CIK 0001833119 · SVP & President, Sally Beauty

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 6,292

Underlying: Common Stock · 3,146 shares

Expires not disclosed

Exercise/conversion can include RSU settlement. Transaction price and option strike are different fields; a missing price is not zero. Derivative and underlying rows can describe the same event.

F1 · derivative.exercise_price: Restricted stock units convert into common stock on a one-for-one basis.

F2 · derivative.exercise_date: The restricted stock units vest in three equal annual installments beginning on November 15, 2021.

F2 · derivative.expiration_date: The restricted stock units vest in three equal annual installments beginning on November 15, 2021.

SEC source: 0000899243-22-036166 · doc4.xml · nonDerivative · entry 2

Goss John Howard JR · CIK 0001833119 · SVP & President, Sally Beauty

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 26,502

SEC source: 0000899243-22-036166 · doc4.xml · nonDerivative · entry 1

Goss John Howard JR · CIK 0001833119 · SVP & President, Sally Beauty

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 29,072

Exercise/conversion can include RSU settlement. Transaction price and option strike are different fields; a missing price is not zero. Derivative and underlying rows can describe the same event.

SEC source: 0000899243-22-036174 · doc4.xml · derivative · entry 3

McIntosh Kim · CIK 0001850971 · GVP, CONTROLLER & CAO

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 3,832

Underlying: Common Stock · 1,915 shares

Expires not disclosed

Exercise/conversion can include RSU settlement. Transaction price and option strike are different fields; a missing price is not zero. Derivative and underlying rows can describe the same event.

F1 · derivative.exercise_price: Restricted stock units convert into common stock on a one-for-one basis.

F2 · derivative.exercise_date: The restricted stock units vest in three equal annual installments beginning on November 15, 2022.

F2 · derivative.expiration_date: The restricted stock units vest in three equal annual installments beginning on November 15, 2022.

SEC source: 0000899243-22-036174 · doc4.xml · nonDerivative · entry 2

McIntosh Kim · CIK 0001850971 · GVP, CONTROLLER & CAO

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 1,448