Sally Beauty Expands Partnership with NielsenIQ to Enhance Omnichannel Insights

NielsenIQ and Sally Beauty have expanded their partnership to deepen omnichannel shopper insights. Sally Beauty is an international specialty retailer and distributor of professional beauty supplies, operating in two segments: Sally Beauty Supply and Beauty Systems Group. The company offers beauty products in key categories, including hair care, hair color, styling tools, and nails through proprietary brands such as Ion and Bondbar. NielsenIQ will provide insights to help Sally Beauty optimize its omnichannel strategy.

NielsenIQ (NIQ) and Sally Beauty have announced an extended and enhanced strategic partnership aimed at deepening omnichannel shopper insights. This collaboration, which builds on a longstanding relationship, will enable Sally Beauty to leverage NielsenIQ's comprehensive data and analytics capabilities to optimize its omnichannel strategy.

Sally Beauty, an international specialty retailer and distributor of professional beauty supplies, operates in two segments: Sally Beauty Supply and Beauty Systems Group. The company offers a wide range of beauty products, including hair care, hair color, styling tools, and nails, through proprietary brands such as Ion and Bondbar. NielsenIQ, a leading consumer intelligence company, will provide Sally Beauty with insights to enhance its omnichannel performance and shopper behavior understanding.

The enhanced partnership will include NielsenIQ's Full View™ Measurement, the industry's most comprehensive read of omnichannel beauty performance, and Expanded Omnishopper, delivering a more holistic view of today's evolving beauty consumer. This will enable Sally Beauty to gain granular insights into shopper journeys across brick-and-mortar, e-commerce, and hybrid channels, expanded visibility into market performance including Amazon storefronts, and a deeper understanding of consumer needs and motivations.

"At Sally Beauty, we are committed to staying at the forefront of beauty retail," said Bryan DeYoung, Senior Vice President of Merchandising Operations and Global Sourcing at Sally Beauty. "This enhanced partnership with NIQ strengthens our ability to drive innovation, collaborate with our brand partners, and deliver value to the professional and at-home beauty communities we serve."

Through this enhanced data agreement, Sally Beauty will unlock:

- Granular insights into shopper journeys across brick-and-mortar, e-commerce, and hybrid channels
- Expanded visibility into market performance, including Amazon storefronts, powered by Full View’s unified measurement
- Deeper understanding of consumer needs and motivations with NIQ’s Expanded Omnishopper panel

"We are excited to deepen our collaboration with Sally Beauty," said Jacqueline Flam, Managing Director, Beauty & Health at NIQ. "As one of the most differentiated and specialized players in the beauty retail landscape, Sally Beauty brings a unique value proposition to both consumers and brand partners. This expanded relationship will empower them with an even more holistic view of omnichannel performance and shopper behavior—enabling smarter decisions, stronger collaboration, and continued category leadership."

With over 2,000 retail stores across the US, Sally Beauty continues to lead with deep category expertise, exclusive product offerings, and a loyal, highly-engaged consumer base. Through this continued collaboration with NIQ, Sally Beauty is doubling down on data-driven decision making and transparent collaboration with brand partners.

References:
[1] https://www.businesswire.com/news/home/20250825675549/en/NIQ-and-Sally-Beauty-Extend-and-Expand-Strategic-Agreement
[2] https://www.marketscreener.com/news/niq-and-sally-beauty-extend-and-expand-strategic-agreement-ce7c50d8db81ff21
[3] https://www.barchart.com/story/news/34370634/niq-and-sally-beauty-extend-and-expand-strategic-agreement