Press release

Sally Beauty Launches New Mobile-First Website As Part of Transformation Plan

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Sally Beauty Holdings, Inc. (NYSE: SBH) announced today the launch of
its newly redesigned website, complete with enhanced features and
functionality to create a great experience for the online beauty
consumer.

Sally Beauty’s new web design empowers consumers to take beauty into
their own hands with professional hair color and care products and
techniques to confidently achieve beautiful results.

Website upgrades include a new Shop by Solution feature where consumers
receive customized solutions based on their specific needs such as
anti-frizz, repair and color protection. The customized product
recommendations allow consumers to quickly and confidently find what
they need for their own needs. The new site also features a one-stop
portal for all brand offers and deals to make shopping easier and more
streamlined for consumers.

Features also include a mobile-first site experience, including the
addition of Apple Pay as a new method of payment, as well as the ability
to directly shop from Sally Beauty’s Instagram feed. Consumers have
access to new educational resources such as how-to videos for at-home
hair coloring.

Sally Beauty’s industry professional clientele will also see upgraded
features, including a personalized site experience, exclusive access to
educational content as well as special offers catered specifically for
their hair color and beauty needs. Industry professionals will be
encouraged to create an account on the Sally Beauty website to access
these exclusive features and offers.

“Sally Beauty prides itself in providing professional-grade products for
all needs, and our evolving digital commerce capabilities will allow
consumers to achieve beautiful results on their own terms. This is an
important step in our transformation plan,” said Aaron Alt, President of
Sally Beauty Supply.

“Sally Beauty is well-known for our pro-heritage, and we want all of our
guests to be able to tap with confidence into that expertise, education
and support, whether online or through our thousands of stores,”
commented Chris Kobus, Group Vice President of Digital and Marketing.

The next phase of the brand’s digital transformation plan will revolve
around the launch of a new Sally Beauty app. The revamped website is
available for consumers at: www.sallybeauty.com

About Sally Beauty Holdings, Inc.

Sally Beauty Holdings, Inc. (NYSE: SBH) is an international specialty
retailer and distributor of professional beauty supplies with revenues
of approximately $3.9 billion annually. Through the Sally Beauty Supply
and Beauty Systems Group businesses, the Company sells and distributes
through 5,129 stores, including 180 franchised units, and has operations
throughout the United States, Puerto Rico, Canada, Mexico, Chile, Peru,
the United Kingdom, Ireland, Belgium, France, the Netherlands, Spain and
Germany. Sally Beauty Supply stores offer up to 8,000 products for hair
color, hair care, skin care, and nails through proprietary brands such
as Ion®, Generic Value Products®, Beyond the Zone®
and Silk Elements® as well as professional lines such as Wella®,
Clairol®, OPI®, Conair® and Hot Shot
Tools®. Beauty Systems Group stores, branded as CosmoProf or
Armstrong McCall stores, along with its outside sales consultants, sell
up to 10,500 professionally branded products including Paul Mitchell®,
Wella®, Matrix®, Schwarzkopf®, Kenra®,
Goldwell®, Joico® and CHI®, intended
for use in salons and for resale by salons to retail consumers. For more
information about Sally Beauty Holdings, Inc., please visit
sallybeautyholdings.com.