Beauty Industry

NIQ & Sally Beauty Extend and Expand Strategic Agreement

An enhanced collaboration will unlock deeper omnichannel insights and elevate value to manufacturer partners.

August 26, 2025

By: Rachel Klemovitch

Assistant Editor

NielsenIQ (NIQ) extended and enhanced its collaboration with Sally Beauty.

As part of this multi-year agreement, NIQ will remain Sally Beauty’s exclusive provider of key account trade area data for brand partners and will continue to power Sally Beauty’s consumer insights as the panel provider of record.

Bryan DeYoung, Senior Vice President of Merchandising Operations and Global Sourcing at Sally Beauty, said,

“At Sally Beauty, we are committed to staying at the forefront of beauty retail. 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.”

Building on a longstanding relationship, this renewed collaboration will now expand to include NIQ’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.

Jacqueline Flam, Managing Director, Beauty & Health at NIQ, added,

“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.”

Sally Beauty will gain:

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.

Through this continued collaboration with NIQ, Sally Beauty is doubling down on data-driven decision making and transparent collaboration with brand partners.