Sally Beauty advertising spend, FY2025

Sally Beauty (SBH) reported $65.9M of advertising expense for the fiscal year ended Sep 30, 2025. That is 1.8% of revenue of $3.7B. Down 3.7% from FY2024.

Ad spend, FY2025
$65.9M
year ended Sep 30, 2025
Change vs prior year
-3.7%
vs FY2024
Share of revenue
1.8%
of $3.7B revenue
Rank by ad spend
#415
of 458 companies

Key facts

  • Ad spend is 31% below its FY2015 level ($95.3M).
  • The highest year on file is FY2015 at $95.3M; FY2025 is 31% below it.
  • Largest increase +17.0% in FY2010; largest cut -12.1% in FY2019.
  • Ad spend is 1.8% of revenue, down from 2.1% in FY2020.
  • Sally Beauty spends more on advertising than 9% of the 458 US-listed companies tracked. Its ad-to-revenue ratio is below the median of 4.6%.

Ad spend by fiscal year

$0 $25M $50M $75M $100M FY2009 (ended 2009-09-30): $55.2M FY2010 (ended 2010-09-30): $64.6M 2010 FY2011 (ended 2011-09-30): $70.9M FY2012 (ended 2012-09-30): $79.8M FY2013 (ended 2013-09-30): $83.9M 2013 FY2014 (ended 2014-09-30): $90.2M FY2015 (ended 2015-09-30): $95.3M FY2016 (ended 2016-09-30): $93M 2016 FY2017 (ended 2017-09-30): $82M FY2018 (ended 2018-09-30): $83.4M FY2019 (ended 2019-09-30): $73.3M 2019 FY2020 (ended 2020-09-30): $72.7M FY2021 (ended 2021-09-30): $70.9M FY2022 (ended 2022-09-30): $69.8M 2022 FY2023 (ended 2023-09-30): $65.4M FY2024 (ended 2024-09-30): $68.4M FY2025 (ended 2025-09-30): $65.9M 2025 $65.9M

Ad spend as % of revenue

0% 1% 2% 3% FY2009 (ended 2009-09-30): n/a FY2010 (ended 2010-09-30): n/a 2010 FY2011 (ended 2011-09-30): n/a FY2012 (ended 2012-09-30): n/a FY2013 (ended 2013-09-30): n/a 2013 FY2014 (ended 2014-09-30): n/a FY2015 (ended 2015-09-30): n/a FY2016 (ended 2016-09-30): 2.4% 2016 FY2017 (ended 2017-09-30): 2.1% FY2018 (ended 2018-09-30): 2.1% FY2019 (ended 2019-09-30): 1.9% 2019 FY2020 (ended 2020-09-30): 2.1% FY2021 (ended 2021-09-30): 1.8% FY2022 (ended 2022-09-30): 1.8% 2022 FY2023 (ended 2023-09-30): 1.8% FY2024 (ended 2024-09-30): 1.8% FY2025 (ended 2025-09-30): 1.8% 2025 1.8%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Sep 30, 2025 $65.9M -3.7% $3.7B 1.8% AdvertisingExpense 10-K Nov 13, 2025
FY2024 Sep 30, 2024 $68.4M +4.6% $3.7B 1.8% AdvertisingExpense 10-K Nov 13, 2025
FY2023 Sep 30, 2023 $65.4M -6.3% $3.7B 1.8% AdvertisingExpense 10-K Nov 13, 2025
FY2022 Sep 30, 2022 $69.8M -1.6% $3.8B 1.8% AdvertisingExpense 10-K Nov 14, 2024
FY2021 Sep 30, 2021 $70.9M -2.5% $3.9B 1.8% AdvertisingExpense 10-K Nov 16, 2023
FY2020 Sep 30, 2020 $72.7M -0.8% $3.5B 2.1% AdvertisingExpense 10-K Nov 17, 2022
FY2019 Sep 30, 2019 $73.3M -12.1% $3.9B 1.9% AdvertisingExpense 10-K Nov 22, 2021
FY2018 Sep 30, 2018 $83.4M +1.7% $3.9B 2.1% AdvertisingExpense 10-K Nov 24, 2020
FY2017 Sep 30, 2017 $82M -11.8% $3.9B 2.1% AdvertisingExpense 10-K Nov 25, 2019
FY2016 Sep 30, 2016 $93M -2.4% $4B 2.4% AdvertisingExpense 10-K Nov 14, 2018
FY2015 Sep 30, 2015 $95.3M +5.7% n/a n/a AdvertisingExpense 10-K Nov 15, 2017
FY2014 Sep 30, 2014 $90.2M +7.5% n/a n/a AdvertisingExpense 10-K Nov 15, 2016
FY2013 Sep 30, 2013 $83.9M +5.1% n/a n/a AdvertisingExpense 10-K Nov 12, 2015
FY2012 Sep 30, 2012 $79.8M +12.6% n/a n/a AdvertisingExpense 10-K Nov 13, 2014
FY2011 Sep 30, 2011 $70.9M +9.8% n/a n/a AdvertisingExpense 10-K Nov 14, 2013
FY2010 Sep 30, 2010 $64.6M +17.0% n/a n/a AdvertisingExpense 10-K Nov 15, 2012
FY2009 Sep 30, 2009 $55.2M n/a n/a n/a AdvertisingExpense 10-K Nov 16, 2011

What the figure is

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Compared with similar spenders

The 6 companies closest to Sally Beauty in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
411 WEBTOON Entertainment $67M 4.8% +83.1% FY2025
412 Toro $66.4M 1.5% -4.5% FY2025
413 RPM International $66M 0.8% +15.8% FY2026
414 Central Garden & Pet $65.9M 2.1% +17.3% FY2025
415 Sally Beauty $65.9M 1.8% -3.7% FY2025
416 TransUnion $65.1M 1.4% +6.0% FY2025
417 Nasdaq $65M 0.8% +20.4% FY2025

Full ranking of 458 companies · Biggest cuts #94

Questions

How much does Sally Beauty spend on advertising?

Sally Beauty spent $65.9M on advertising in fiscal 2025, the year ended Sep 30, 2025, according to its 10-K filed Nov 13, 2025.

What percentage of revenue does Sally Beauty spend on advertising?

1.8% of revenue in fiscal 2025 ($65.9M of $3.7B). The median across the 458 companies tracked is 4.6%.

Is Sally Beauty spending more on advertising?

No. Ad spend fell 3.7% in fiscal 2025 from fiscal 2024.

How does Sally Beauty rank by advertising spend?

#415 of 458 US-listed companies with $50M or more in ad spend, ranked on each company's latest fiscal year.

What does Sally Beauty's advertising figure include?

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Source

Filing
10-K for FY2025, filed Nov 13, 2025
Accession number
0001193125-25-280122
Company
Sally Beauty Holdings, Inc., CIK 1368458, SIC 5990 (Retail-Retail Stores, NEC)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Sally Beauty advertising spend, FY2009-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Nov 13, 2025), retrieved Nov 4, 2026. https://io.trudov.com/company/sally-beauty-holdings/advertising-spend/
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CSV, all years · CSV, all 458 companies