WELCOME TO THE NEW SALLY - NEW LOOK. NEW EXPERIENCE. Fiscal 2020 Second Quarter Earnings Call - Sally Beauty Holdings, Inc.

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WELCOME TO THE NEW SALLY - NEW LOOK. NEW EXPERIENCE. Fiscal 2020 Second Quarter Earnings Call - Sally Beauty Holdings, Inc.
WELCOME TO THE NEW SALLY.
NEW LOOK. NEW EXPERIENCE.

Sally Beauty Holdings, Inc.
Fiscal 2020 Second Quarter
Earnings Call

May 6, 2020
WELCOME TO THE NEW SALLY - NEW LOOK. NEW EXPERIENCE. Fiscal 2020 Second Quarter Earnings Call - Sally Beauty Holdings, Inc.
Forward-Looking Statements and Non-GAAP Financial Measures
                              Statements in this presentation which are not purely historical facts or which depend upon future events may be forward-looking
                              statements within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act
                              of 1934, as amended. Forward-looking statements, as that term is defined in the Private Securities Litigation Reform Act of 1995, can be
                              identified by the use of forward-looking terminology such as “believes,” “projects,” “expects,” “can,” “may,” “estimates,” “should,” “plans,”
                              “targets,” “intends,” “could,” “will,” “would,” “anticipates,” “potential,” “confident,” “optimistic,” or the negative thereof, or other
                              variations thereon, or comparable terminology, or by discussions of strategy, objectives, estimates, guidance, expectations and future
                              plans. Forward-looking statements can also be identified by the fact that these statements do not relate strictly to historical or current
                              matters.

                              Readers are cautioned not to place undue reliance on forward-looking statements as such statements speak only as of the date they were
                              made. Any forward-looking statements involve risks and uncertainties that could cause actual events or results to differ materially from
                              the events or results described in the forward-looking statements, including, but not limited to, the risks and uncertainties related to
                              COVID-19 and those described in our filings with the Securities and Exchange Commission, including our most recent Annual Report on
                              Form 10-K for the year ended September 30, 2019, and our Current Report on Form 8-K dated as of April, 20, 2020, each as filed with the
                              Securities and Exchange Commission. Consequently, all forward-looking statements in this presentation are qualified by the factors, risks
                              and uncertainties contained therein. We assume no obligation to publicly update or revise any forward-looking statements.

                              This presentation includes certain financial measures that have not been calculated in accordance with accounting principles generally
                              accepted in the United States, or GAAP, and are therefore referred to as non-GAAP financial measures. These non-GAAP financial
                              measures, which may be different than similarly titled measures used by other companies, are presented to enhance investors’ overall
                              understanding of our financial performance and should not be considered a substitute for, or superior to, the financial information
                              prepared and presented in accordance with GAAP. A reconciliation of GAAP to non-GAAP measures is provided in the appendix of this
                              presentation.

Sally Beauty Holdings, Inc.
WELCOME TO THE NEW SALLY - NEW LOOK. NEW EXPERIENCE. Fiscal 2020 Second Quarter Earnings Call - Sally Beauty Holdings, Inc.
Significant Progress Made on Transformation Plan

    Launched National Re-Brand Campaign at Sally Beauty
1

    Added New Leaders to our Digital Product and E-commerce Platforms
2

    Fixed the First Quarter Technology Issues
3

    Launched sallybeauty.ca and Ship-From-Store Capabilities in Canada
4

    Launched Same-Day Delivery in BSG in One Territory
5
WELCOME TO THE NEW SALLY - NEW LOOK. NEW EXPERIENCE. Fiscal 2020 Second Quarter Earnings Call - Sally Beauty Holdings, Inc.
Q2 FY20 Same Store Sales Performance

                      Prior to March 12 (Pre-COVID)   Q2 with COVID Impact

Sally Beauty Holdings             4.7%                      (7.1%)

Sally Beauty Supply               4.8%                      (7.0%)

Beauty Systems Group              4.5%                      (7.4%)
WELCOME TO THE NEW SALLY - NEW LOOK. NEW EXPERIENCE. Fiscal 2020 Second Quarter Earnings Call - Sally Beauty Holdings, Inc.
WELCOME TO THE NEW SALLY.
NEW LOOK. NEW EXPERIENCE.

Sally Beauty Holdings, Inc.
WELCOME TO THE NEW SALLY - NEW LOOK. NEW EXPERIENCE. Fiscal 2020 Second Quarter Earnings Call - Sally Beauty Holdings, Inc.
Accelerating E-commerce Performance

                                  Q2        March       April

Sally Beauty Holdings            28%         52%        353%

Sally Beauty Supply              56%        118%        872%
     *U.S. & Canada Only

Beauty Systems Group             10%         12%        129%
WELCOME TO THE NEW SALLY - NEW LOOK. NEW EXPERIENCE. Fiscal 2020 Second Quarter Earnings Call - Sally Beauty Holdings, Inc.
SBH U.S. & Canada Store Status

Over 50% of stores are
open to public

Over 50% of stores are
ship-from-store/same-
day delivery/curbside
but not open to public

Majority of
state/province is hard
closed
WELCOME TO THE NEW SALLY - NEW LOOK. NEW EXPERIENCE. Fiscal 2020 Second Quarter Earnings Call - Sally Beauty Holdings, Inc.
What Makes Sally Beauty Holdings Different Post-COVID

    High Demand Categories in Hair Color/Hair Care/PPE
1

    Natural Hedge Between Sally Beauty and Beauty Systems Group
2

    We Do Not Face the Overhang of Mall Stores or Fear of Traffic (Mall Crowds)
3

    Building Strong Digital Platforms – Ship-From-Store & Same-Day Delivery
4

    Restart of Store Networks with Emphasis on Safety
5
WELCOME TO THE NEW SALLY - NEW LOOK. NEW EXPERIENCE. Fiscal 2020 Second Quarter Earnings Call - Sally Beauty Holdings, Inc.
WELCOME TO THE NEW SALLY.
NEW LOOK. NEW EXPERIENCE.

Sally Beauty Holdings, Inc.
WELCOME TO THE NEW SALLY - NEW LOOK. NEW EXPERIENCE. Fiscal 2020 Second Quarter Earnings Call - Sally Beauty Holdings, Inc.
Q2 Financial Recap

                                                          Gross                                                        Adjusted
                                  SSS                                                    SG&A%
                                                          Margin                                                         EPS
                                 (7.1%)                                                   44.0%
                                                          49.3%                                                         $0.23 (1)

      Compared to PY:         Prior to Mar 12            Down 20 bps                    Up 580 bps                 Decrease of 54.9%
                                  Up 4.7%

                                          (1) Adjusted EPS is a non-GAAP measure. See Appendix for a reconciliation of this non-GAAP measure.
Sally Beauty Holdings, Inc.
WELCOME TO THE NEW SALLY.
NEW LOOK. NEW EXPERIENCE.

Sally Beauty Holdings, Inc.
Liquidity Actions
           Expense Management                       Cash Management/Capital Markets

    Negotiated with Landlords for rent              Borrowed $340 million on revolving line of
1   abatements                                  1   credit to hold as cash on balance sheet

    Partnered with merchandise vendors to
                                                    Increased revolving line of credit capacity
2   lower inventory and extend payment          2   from $500 million to $620 million
    terms

    Reduced capital spend except for
3                                               3   Sold $300 million of senior secured notes
    E-commerce related capital investments

    Furloughed approximately 70% of our field
4   staff, 60% of our Corporate staff and
    reduced executive compensation

    Reduced marketing, non-personnel field
5   and shared services back office spend
WELCOME TO THE NEW SALLY.
NEW LOOK. NEW EXPERIENCE.

Sally Beauty Holdings, Inc.
Supplemental Schedule 2

                                                                  SALLY BEAUTY HOLDINGS, INC. AND SUBSIDIARIES
                                                                           Non-GAAP Financial Measures Reconciliations
                                                                                (In thousands, except per share data)
                                                                                                                                                                             Appendix
                                                                                            (Unaudited)

                                                                                                              Three Months Ended March 31, 2020

                                                                                               As Reported                                COVID-19           As Adjusted
                                                                                                                                (1)                   (2)
                                                                                                (GAAP)         Restructuring          Expenses, net         (Non-GAAP)

                              Selling, general and administrative expenses                 $        383,299    $            -         $        (14,697)     $    368,602
                                 SG&A expenses, as a percentage of sales                              44.0%                                                         42.3%
                              Operating earnings                                                     43,265               3,193                 14,697             61,155
                                 Operating margin                                                      5.0%                                                          7.0%
                              Earnings before provision for income taxes                             21,621               3,193                 14,697             39,511
                                                           (3)
                              Provision for income taxes                                              8,253                 853                  3,438             12,544
                              Net earnings                                                 $         13,368    $          2,340       $         11,259      $      26,967

                              Earnings per share:
                                 Basic                                                     $           0.12    $           0.02       $           0.10      $        0.23
                                 Diluted                                                   $           0.12    $           0.02       $           0.10      $        0.23

                                                                                                              Three Months Ended March 31, 2019

                                                                                               As Reported                                                   As Adjusted
                                                                                                                                (1)
                                                                                                (GAAP)         Restructuring                                (Non-GAAP)

                              Selling, general and administrative expenses                 $        361,626    $            -                               $    361,626
                                 SG&A expenses, as a percentage of sales                              38.2%                                                        38.2%
                              Operating earnings                                                    112,512              (5,814)                                 106,698
                                 Operating margin                                                     11.9%                                                        11.3%
                              Earnings before provision for income taxes                             88,691              (5,814)                                  82,877
                              Provision for income taxes (3)                                         22,966              (1,494)                                  21,472
                              Net earnings                                                 $         65,725    $         (4,320)                            $     61,405

                              Earnings per share:
                                 Basic                                                     $           0.55    $          (0.04)                            $        0.51
                                 Diluted                                                   $           0.54    $          (0.04)                            $        0.51

                              (1) For the three months ended March 31, 2020, restructuring represents costs and expenses incurred primarily in connection with the
                              Project Surge and the Transformation Plan. For the three months ended March 31, 2019, restructuring represents costs and expenses
                              incurred in connection with the 2018 Restructuring Plan.

                              (2) For the three months ended March 31, 2020, COVID-19 expenses primarily represents costs associated with disaster pay and
                              furloughed employees in response to the coronavirus pandemic. These cost were partially offset by an employee retention payroll tax credit
                              provided by the U.S. Coronavirus Aid, Relief, and Economic Security Act ("CARES Act").

                              (3) The income tax provision associated with restructuring for the three months ended March 31, 2020 and 2019, was calculated using a
                              26.7% and 25.7% tax rate, respectively, since realization of a tax benefit for portions of these expenses are currently not deemed probable.
Sally Beauty Holdings, Inc.   The income tax provision associated with the COVID-19 expenses for the three months ended March 31, 2020, was calculated using a
                              23.4% tax rate.
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