---
schema_version: "secwatch.filing_event.v1"
accession: "0001104659-21-111822"
form_type: "8-K"
ticker: "SBH"
cik: "0001368458"
company_name: "Sally Beauty Holdings, Inc."
filed_at: "2021-09-01T23:59:59+00:00"
generated_at: "2026-06-29T06:24:00.338062+00:00"
event_type: "leadership"
sentiment: "neutral"
materiality_score: 0.9
calibrated_materiality_score: 0.9
confidence: "high"
source: SEC EDGAR
---

# Sally Beauty Holdings appoints Denise Paulonis as President and CEO effective October 1, 2021

## Summary
- Denise Paulonis, a board member since 2018 and former Sprouts Farmers Market CFO, becomes President and CEO effective October 1, 2021.
- Chris Brickman steps down as CEO and Chairman on September 30, 2021, and will serve as a consultant through March 2022 for up to $500,000.
- Paulonis receives an annual salary of $1,100,000, a target bonus of 150% of base salary, and a long-term incentive award valued at $4,250,000.
- Paulonis receives a $400,000 sign-on bonus and special equity awards of restricted stock ($1,450,000) and stock options ($1,000,000) vesting over three years.
- Brickman's separation includes accelerated vesting of 275,570 options and 99,087 restricted shares, plus potential vesting of 24,202 performance-based RSUs.

## SEC filing metadata
- accession: 0001104659-21-111822
- form_type: 8-K
- ticker: SBH
- cik: 0001368458
- company_name: Sally Beauty Holdings, Inc.
- filed_at: 2021-09-01T23:59:59+00:00
- event_type: leadership
- sentiment: neutral
- materiality_score: 0.9
- calibrated_materiality_score: 0.9
- confidence: high
- sec_items: 5.02, 9.01
- EDGAR index: https://www.sec.gov/Archives/edgar/data/1368458/000110465921111822/0001104659-21-111822-index.htm
- EDGAR primary document: https://www.sec.gov/Archives/edgar/data/1368458/000110465921111822/tm2126737d1_8k.htm

## Machine-readable alternates
- HTML: https://secwatch.observer/filing/0001104659-21-111822
- JSON: https://secwatch.observer/filing/0001104659-21-111822.json
- Plain text: https://secwatch.observer/filing/0001104659-21-111822.txt

## Key facts
- Executive change
  Denise Paulonis was appointed as President and Chief Executive Officer at Sally Beauty Holdings, Inc..
  - Action: appointed
  - Role: President and Chief Executive Officer
  source text: On September 1, 2021, the Board of Directors (the “Board”) of Sally Beauty Holdings, Inc. (the “Company”) announced the appointment of Denise Paulonis as the Company’s President and Chief Executive Officer, effective October 1, 2021.
  evidence_url: https://www.sec.gov/Archives/edgar/data/1368458/000110465921111822/0001104659-21-111822-index.htm
- Executive change
  Christian A. Brickman departed as President and Chief Executive Officer at Sally Beauty Holdings, Inc..
  - Action: terminated employment
  - Role: President and Chief Executive Officer
  source text: Christian A. Brickman, the Company’s current President and Chief Executive Officer, will terminate employment and his role as Chairman of the Board effective September 30, 2021.
  evidence_url: https://www.sec.gov/Archives/edgar/data/1368458/000110465921111822/0001104659-21-111822-index.htm

This AI-assisted summary is a reading aid. Review the linked SEC EDGAR filing before relying on any specific claim.