Sally Beauty is expanding into value-driven fragrances, instant delivery, and store redesigns to attract new customers and modernize its brand. Here's what you need to know:
Sally Beauty launched fragrance in its top 1,000 stores in November and plans to expand to more than 2,000 stores by the end of Q2, anchoring the category with value-focused pricing.
The retailer is leading the fragrance category with Alt., a fragrance brand known for offering dupes of luxury scents like Maison Francis Kurkdjian Baccarat Rouge 540 and Prada Paradoxe at $25 to $35, compared to roughly $300 originals.
Sally Beauty's most expensive fragrance offering is Sabrina Carpenter’s Sweet Tooth line at $55 for a full-sized bottle.
Sally Beauty expanded into delivery marketplaces, first partnering with DoorDash in 2024 and Uber Eats in 2025, with about 75% of marketplace transactions coming from new customers, highlighting strong acquisition impact.
Under CEO Denise Paulonis’ Sally Ignited plan, the retailer completed 38 store redesigns and aims for 80 by the end of 2026, shifting stores from utilitarian layouts to destination environments that encourage cross-shopping in fragrance and cosmetics, while adapting to changing consumer definitions of value.
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