SBH · Sally Beauty Holdings, Inc. · Insider Trading

Reflects earned PSUs. The PSUs were granted on November 6, 2024, 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, 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, 2025, and ending on September 30, 2026).

Reflects earned PSUs. The PSUs were granted on November 1, 2023, 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, 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 third one-year performance period (October 1, 2025, and ending on September 30, 2026).

Reflects earned PSUs. The PSUs were granted on November 1, 2023, 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, 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 third one-year performance period (October 1, 2025, and ending on September 30, 2026).

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

The restricted stock units vest in three equal installments on November 15, 2027, November 15, 2028, and November 15, 2029.

Reflects earned performance stock units (PSUs). The PSUs were granted on November 1, 2023, 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, 2026. 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, 2026.

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

The restricted stock units vest in three equal installments on November 15, 2027, November 15, 2028, and November 15, 2029.

Reflects earned PSUs. The PSUs were granted on November 6, 2024, 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, 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, 2025, and ending on September 30, 2026).

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

The restricted stock units vest in three equal installments on November 15, 2027, November 15, 2028, and November 15, 2029.

Reflects earned performance stock units (PSUs). The PSUs were granted on November 1, 2023, 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, 2026. 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, 2026.

Reflects earned PSUs. The PSUs were granted on November 5, 2025, 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, 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 first one-year performance period (October 1, 2025, and ending on September 30, 2026).

Reflects earned PSUs. The PSUs were granted on November 1, 2023, 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, 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 third one-year performance period (October 1, 2025, and ending on September 30, 2026).

Reflects earned performance stock units (PSUs). The PSUs were granted on November 1, 2023, 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, 2026. 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, 2026.

Reflects earned PSUs. The PSUs were granted on November 6, 2024, 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, 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, 2025, and ending on September 30, 2026).

Reflects earned PSUs. The PSUs were granted on November 1, 2023, 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, 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 third one-year performance period (October 1, 2025, and ending on September 30, 2026).

Reflects earned PSUs. The PSUs were granted on November 6, 2024, 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, 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, 2025, and ending on September 30, 2026).

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

The restricted stock units vest in three equal installments on November 15, 2027, November 15, 2028, and November 15, 2029.

Reflects earned PSUs. The PSUs were granted on November 6, 2024, 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, 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, 2025, and ending on September 30, 2026).

Reflects earned performance stock units (PSUs). The PSUs were granted on November 1, 2023, 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, 2026. 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, 2026.

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

The restricted stock units vest in three equal installments on November 15, 2027, November 15, 2028, and November 15, 2029.

Reflects earned PSUs. The PSUs were granted on November 5, 2025, 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, 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 first one-year performance period (October 1, 2025, and ending on September 30, 2026).

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

The restricted stock units vest in three equal installments on November 15, 2027, November 15, 2028, and November 15, 2029.

Reflects earned PSUs. The PSUs were granted on November 5, 2025, 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, 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 first one-year performance period (October 1, 2025, and ending on September 30, 2026).

Reflects earned PSUs. The PSUs were granted on November 5, 2025, 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, 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 first one-year performance period (October 1, 2025, and ending on September 30, 2026).

Reflects earned performance stock units (PSUs). The PSUs were granted on November 1, 2023, 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, 2026. 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, 2026.

Reflects earned PSUs. The PSUs were granted on November 1, 2023, 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, 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 third one-year performance period (October 1, 2025, and ending on September 30, 2026).

Reflects earned PSUs. The PSUs were granted on November 5, 2025, 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, 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 first one-year performance period (October 1, 2025, and ending on September 30, 2026).

Reflects the weighted average sale price. The range of prices for these transactions was $12.64 to $12.75. 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.

Restricted stock units ("RSUs") convert into common stock on a one-for-one basis.

The RSUs vest in three equal installments on June 1, 2027, June 1, 2028, and June 1, 2029.

Restricted Stock Units ("RSUs") convert into SBH common stock on a one-for-one basis.

100% of the RSUs will vest on the earlier of 1/22/2027 or the date of the issuer's next Annual Meeting of Stockholders.

Restricted Stock Units ("RSUs") convert into SBH common stock on a one-for-one basis.

100% of the RSUs will vest on the earlier of 1/22/2027 or the date of the issuer's next Annual Meeting of Stockholders.

Restricted Stock Units ("RSUs") convert into SBH common stock on a one-for-one basis.

100% of the RSUs will vest on the earlier of 1/22/2027 or the date of the issuer's next Annual Meeting of Stockholders.

Restricted Stock Units ("RSUs") convert into SBH common stock on a one-for-one basis.

100% of the RSUs vest on the earliest of (i) December 31, 2036, (ii) the date the reporting person's service as a director of the issuer has terminated, or (iii) a change in control of the issuer.

Restricted Stock Units ("RSUs") convert into SBH common stock on a one-for-one basis.

100% of the RSUs will vest on the earlier of 1/22/2027 or the date of the issuer's next Annual Meeting of Stockholders.