Sally Beauty Holdings, Inc. (SBH) · Insider trading
What Sally Beauty Holdings's directors, officers and largest holders bought and sold themselves, from the Form 4 each of them files with the SEC within two business days of a trade. Open-market purchases and sales first: those are the trades somebody chose to make at the market price.
Bought, 12 months
$0
0 insiders, 0 trades
Sold, 12 months
$879,931
3 insiders, 0% under a plan
Net, 12 months
−$879,931
bought less sold
Latest filing
2026-06-09
filings read to 2026-10-19
Who traded, two years
| Insider | Bought | Sold | Trades | Last trade | Holds after |
|---|---|---|---|---|---|
| Platz Marlo Michelle CormierFormer SVP & CFO | – | $543,192 | 1 | 2026-06-08 | 138,145 |
| Sherman Scott CSVP, CLO and CHRO | – | $439,665 | 2 | 2025-12-01 | 57,585 |
| McIntosh KimGVP, CONTROLLER & CAO | – | $155,168 | 2 | 2025-12-11 | 21,295 |
| Paulonis DeniseDirector, President & CEO | $52,830 | – | 1 | 2025-08-08 | 366,865 |
| Rangel Max R.Director | $49,245 | – | 1 | 2025-09-04 | 3,500 |
| Perelman Debra GoldingDirector | $31,004 | – | 1 | 2025-08-13 | 2,300 |
| Ferguson Diana SueDirector | $30,050 | – | 1 | 2025-08-07 | 7,912 |
Open-market purchases and sales
Newest first. “Plan” marks a trade made under a 10b5-1 plan set up in advance.
| Date | Insider | Trade | Shares | Price | Value | Holds after | Filing |
|---|---|---|---|---|---|---|---|
| 2026-06-08 | Platz Marlo Michelle CormierFormer SVP & CFO | Sale | 42,771 | 12.70 | $543,192 | 138,145 | Form 4 |
| 2025-12-11 | McIntosh KimGVP, CONTROLLER & CAO | Sale | 5,900 | 15.71 | $92,689 | 21,295 | Form 4 |
| 2025-12-01 | Sherman Scott CSVP, CLO and CHRO | Sale | 15,000 | 16.27 | $244,050 | 57,585 | Form 4 |
| 2025-09-04 | Rangel Max R.Director | Buy | 3,500 | 14.07 | $49,245 | 3,500 | Form 4 |
| 2025-08-13 | Perelman Debra GoldingDirector | Buy | 2,300 | 13.48 | $31,004 | 2,300 | Form 4 |
| 2025-08-08 | Paulonis DeniseDirector, President & CEO | Buy | 4,500 | 11.74 | $52,830 | 366,865 | Form 4 |
| 2025-08-07 | Ferguson Diana SueDirector | Buy | 2,500 | 12.02 | $30,050 | 7,912 | Form 4 |
| 2024-11-25 | McIntosh KimGVP, CONTROLLER & CAO | Sale | 4,300 | 14.53 | $62,479 | 16,685 | Form 4 |
| 2024-11-25 | Sherman Scott CSee Remarks | Sale | 13,500 | 14.49 | $195,615 | 42,431 | Form 4 |
Grants, exercises and other transactions
Pay, tax and paperwork rather than a choice to trade at the market price. Two years.
25 × option exercise13 × shares withheld for tax
Show them
| Date | Insider | What | Shares | Price | Holds after | Filing |
|---|---|---|---|---|---|---|
| 2026-06-08 | Platz Marlo Michelle CormierFormer SVP & CFO | Option exercise M | +31,024 | 9.09 | 169,169 | Form 4 |
| 2026-06-08 | Platz Marlo Michelle CormierFormer SVP & CFO | Option exercise M | +11,747 | 11.78 | 180,916 | Form 4 |
| 2026-04-21 | Cox Erin NealyDirector | Option exercise M | +50,505 | – | 55,969 | Form 4 |
| 2026-01-22 | Boyer Jeffrey NDirector | Option exercise M | +14,532 | – | 42,460 | Form 4 |
| 2026-01-22 | Flur Dorlisa KDirector | Option exercise M | +14,532 | – | 57,138 | Form 4 |
| 2026-01-22 | Molloy LawrenceDirector | Option exercise M | +14,532 | – | 30,002 | Form 4 |
| 2026-01-22 | Bishop Rachel RotheDirector | Option exercise M | +14,532 | – | 36,231 | Form 4 |
| 2025-11-15 | Platz Marlo Michelle CormierSVP & CFO | Option exercise M | +77,496 | – | 167,232 | Form 4 |
| 2025-11-15 | Platz Marlo Michelle CormierSVP & CFO | Shares withheld for tax F | −29,087 | 14.18 | 138,145 | Form 4 |
| 2025-11-15 | Spinks Mark GregoryPresident Beauty Systems Group | Option exercise M | +66,007 | – | 15,633 | Form 4 |
| 2025-11-15 | Spinks Mark GregoryPresident Beauty Systems Group | Shares withheld for tax F | −24,657 | 14.18 | 128,976 | Form 4 |
| 2025-11-15 | Paulonis DeniseDirector, President & CEO | Option exercise M | +361,697 | – | 760,650 | Form 4 |
| 2025-11-15 | Paulonis DeniseDirector, President & CEO | Shares withheld for tax F | −153,547 | 14.18 | 607,103 | Form 4 |
| 2025-11-15 | Sherman Scott CSVP, CLO and CHRO | Option exercise M | +48,138 | – | 90,569 | Form 4 |
| 2025-11-15 | Sherman Scott CSVP, CLO and CHRO | Shares withheld for tax F | −17,984 | 14.18 | 72,585 | Form 4 |
| 2025-11-15 | Goss John Howard JrSVP & President Sally Beauty | Option exercise M | +66,007 | – | 140,141 | Form 4 |
| 2025-11-15 | Goss John Howard JrSVP & President Sally Beauty | Shares withheld for tax F | −24,657 | 14.18 | 115,484 | Form 4 |
| 2025-11-15 | McIntosh KimGVP, CONTROLLER & CAO | Option exercise M | +16,782 | – | 33,467 | Form 4 |
| 2025-11-15 | McIntosh KimGVP, CONTROLLER & CAO | Shares withheld for tax F | −6,272 | 14.18 | 27,195 | Form 4 |
| 2025-01-24 | Conroy James GrantDirector | Option exercise M | +12,376 | – | 12,376 | Form 4 |
| 2025-01-24 | Boyer Jeffrey NDirector | Option exercise M | +15,470 | – | 27,928 | Form 4 |
| 2025-01-24 | Molloy LawrenceDirector | Option exercise M | +15,470 | – | 15,470 | Form 4 |
| 2025-01-24 | Bishop Rachel RotheDirector | Option exercise M | +15,470 | – | 21,699 | Form 4 |
| 2025-01-24 | Flur Dorlisa KDirector | Option exercise M | +15,470 | – | 42,606 | Form 4 |
| 2024-11-15 | Platz Marlo Michelle CormierSVP & CFO | Option exercise M | +55,413 | – | 110,436 | Form 4 |
| 2024-11-15 | Platz Marlo Michelle CormierSVP & CFO | Shares withheld for tax F | −20,700 | 13.41 | 89,736 | Form 4 |
| 2024-11-15 | McIntosh KimGVP, CONTROLLER & CAO | Option exercise M | +12,844 | – | 24,116 | Form 4 |
| 2024-11-15 | McIntosh KimGVP, CONTROLLER & CAO | Shares withheld for tax F | −3,131 | 13.41 | 20,985 | Form 4 |
| 2024-11-15 | Sherman Scott CSee Remarks | Option exercise M | +33,391 | – | 68,405 | Form 4 |
| 2024-11-15 | Sherman Scott CSee Remarks | Shares withheld for tax F | −12,474 | 13.41 | 55,931 | Form 4 |
| 2024-11-15 | Goss John Howard JrSVP & President Sally Beauty | Option exercise M | +45,023 | – | 90,953 | Form 4 |
| 2024-11-15 | Goss John Howard JrSVP & President Sally Beauty | Shares withheld for tax F | −16,819 | 13.41 | 74,134 | Form 4 |
| 2024-11-15 | Paulonis DenisePresident & CEO | Option exercise M | +284,141 | – | 472,685 | Form 4 |
| 2024-11-15 | Paulonis DenisePresident & CEO | Shares withheld for tax F | −110,320 | 13.41 | 362,365 | Form 4 |
| 2024-11-15 | Spinks Mark GregorySee remarks | Option exercise M | +45,023 | – | 104,445 | Form 4 |
| 2024-11-15 | Spinks Mark GregorySee remarks | Shares withheld for tax F | −16,819 | 13.41 | 87,626 | Form 4 |
| 2024-11-15 | Edwards Mary Beth BethSee remarks | Option exercise M | +33,391 | – | 60,645 | Form 4 |
| 2024-11-15 | Edwards Mary Beth BethSee remarks | Shares withheld for tax F | −12,474 | 13.41 | 48,171 | Form 4 |
How to read it
- Buy, sale
- Code P and S on the form: shares bought or sold in the market, at the market price. The other codes are mostly pay (a grant, an option exercised) or tax (shares the company withheld), and say little about what the insider thinks of the price.
- Plan
- A sale or purchase under a Rule 10b5-1 plan, set up in advance and running on its own schedule. Since April 2023 the form has a box for it. Much executive selling is planned and says more about diversifying than about the company.
- Holds after
- The shares the insider still held after the trade, in the form the trade was in (directly, or indirectly through a trust or a fund).
- Value
- Shares times the price the form reports, which is often an average over several fills on the day.
Read from the SEC's own quarterly data sets of Forms 3, 4 and 5, and from each day's filings since the last one. A correcting amendment replaces the lines it restates. Every row links to its filing. None of this is advice: insiders sell for many reasons, and buy for fewer.