Sally Beauty, the consumer retail arm of Sally Beauty Holdings, Inc. (NYSE: SBH), has named Creative Media Marketing (CMM PR) as its new public relations agency of record. The announcement, made Monday, follows a period of notable growth for the company, whose stock has climbed more than 83% over the past six months, according to InvestingPro data.CMM PR will oversee Sally Beauty’s communications strategy, including media relations, events, partnerships, and PR-led campaign development. The move aligns with the company’s ongoing “Sally Ignited” brand refresh initiative, which aims to modernize its image and strengthen consumer engagement.“As Sally Beauty enters this next stage, we’re excited to partner with Creative Media Marketing to bring our brand story to life in new and meaningful ways,” said Chris Kobus, Chief Marketing Officer at Sally Beauty.Carolanne Coviello, Executive Vice President at CMM PR, added, “Sally Beauty is an iconic retail brand serving the beauty industry. With a rich legacy and a forward-thinking, disruptive strategy, we are honored and excited to make an impact as their PR agency in 2026.”Sally Beauty Holdings operates as a specialty retailer offering professional-quality hair color, hair care, and nail products. Its stores carry up to 7,000 items across proprietary and professional brands. With a market capitalization of $1.43 billion and a P/E ratio of 7.77, InvestingPro’s analysis suggests the company’s stock remains undervalued relative to its fair value.The retailer has outlined plans to enhance customer engagement, broaden its product mix, and drive innovation in the coming year. Sally Beauty is also set to release its next earnings report on November 6. The company maintains a healthy financial position, with liquid assets exceeding short-term liabilities and a net income of $194 million over the past twelve months.In its most recent quarterly results, Sally Beauty exceeded expectations, reporting third-quarter earnings per share of $0.51 compared to the projected $0.43. Revenue reached $933 million, ahead of forecasts of $928.78 million. The results sparked a 14.84% jump in pre-market trading, signaling strong investor confidence.Following the report, Canaccord Genuity raised its price target for Sally Beauty to $19 from $15 and reiterated a Buy rating, citing positive discussions with company management. TD Cowen also lifted its target to $16 from $13, highlighting progress in the company’s modernization initiatives, including 20% marketplace growth and the expansion of its Happy Beauty brand.Earlier, Canaccord Genuity had raised its target to $15 after the Q3 report, noting that sales fell 1.0%—a smaller decline than expected—while comparable sales dipped 0.4%, outperforming both internal guidance and analyst estimates.