Sally Beauty Holdings stock gains as innovation lifts category sales

Published on 09/23/2026 at 09:30 | Editorial responsibility: Rafael Müller, Editor-in-Chief AD HOC NEWS

Sally Beauty Holdings stock gained 20.9 percent in three months through September 22, 2026. Color sales rose 8 percent in fiscal Q3.

SBH, US79546E1047, Illustration mit AI erstellt.

Sally Beauty Holdings stock (ISIN US79546E1047) had gained 20.9 percent over the three months through September 22, 2026, while the wider industry declined 4.5 percent, according to Yahoo Finance. The latest operating picture points to product innovation as the central test for the retailer's next phase of growth.

Color sales outpace care

In the fiscal third quarter of 2026, the color category grew 8 percent across the Sally segment and 9 percent in Sally's United States and Canada business, according to Yahoo Finance. The comparison is important because the global Sally Beauty care category declined 6 percent year over year in the same fiscal quarter.

Management is using brand refreshes and new product launches across Beauty Secrets, ion Luxe, Salon Care and Texture ID to support the own-brand portfolio. Fragrance also expanded from 1,000 to 2,000 stores, with customers generally adding the products to existing baskets rather than visiting specifically for fragrance, as reported by Yahoo Finance.

Dallas Cowboys deal broadens reach

On September 22, 2026, Sally Beauty announced a multiyear partnership with the Dallas Cowboys and Dallas Cowboys Cheerleaders, covering stadium advertising, digital media and product demonstrations, according to Investing.com. The agreement is Sally Beauty's first professional football collaboration and links the retailer with hair color, hair care and nail products.

The same September 22 report said Sally Beauty planned a dedicated men's shop in selected stores for the fall and had launched more than 100 new nail products in August. Those initiatives give the partnership a commercial angle: the campaign is tied to specific categories and assortment changes rather than only brand visibility.

Valuation remains below peers

Sally Beauty Holdings carried a forward price-to-earnings ratio of 7.15 in the September 22, 2026 coverage, compared with an industry average of 14.24, according to Yahoo Finance. The same coverage cited consensus expectations for approximately 9 percent year-over-year earnings growth in both the current and next fiscal year.

Stock gains remain tied to execution

Sally Beauty Holdings stock had gained 20.9 percent over three months through September 22, 2026, with the move occurring alongside an 8 percent fiscal third-quarter increase in color sales and a 6 percent decline in global Sally care sales. The contrast leaves category execution, especially the planned hair-care reset, as the key operating variable.