Sally Beauty Expands HBCU Campus Tour with Rooted in Success Campaign
HEALTH & BEAUTY
The 13-stop HBCU campus tour brings products, education, and representation directly to students.
Sally Beauty has expanded its Rooted in Success campaign with a 13-stop tour across Historically Black Colleges and Universities running through June 2026. The program brings professional-quality beauty products, education, and community engagement directly to students on campus, building on the retailer's 2024 campaign launch and 2025 partnership with Impressions of Beauty.
Campus Tour Launches During Black History Month
Sally Beauty kicked off the HBCU tour during Black History Month with visits to Alabama State University, Albany State University, and Virginia State University. The programming continues through Women's History Month and includes upcoming stops at Lincoln University, Texas Southern University, Coppin State University, Dillard University, Prairie View A&M University, Florida A&M University, Jackson State University, Tuskegee University, Howard University, and Southern University.
Developed in collaboration with Impressions of Beauty, the tour activates trusted student leaders as brand ambassadors to create peer-to-peer engagement at each university. Free pop-up events feature products supporting students' hair and nail care from Sally Beauty's owned brands Texture ID and Silk Elements, alongside national brands including Cantu, Camille Rose Naturals, Kaleidoscope, The Doux, and Nailboo.
Strategic Partnership Approach
Chris Kobus, Chief Marketing Officer at Sally Beauty, positioned the initiative as a long-term investment. "Rooted in Success is more than a campaign, it's a long-term commitment to driving community building in meaningful, tangible ways," Kobus said. "By meeting students where they are, and partnering with organizations that align with our values, we're continuing to invest in the future of beauty."
Beyond campus events, Sally Beauty supports Impressions of Beauty's AchieveHER Community through June with programming designed to spark conversation and drive product discovery. This extended engagement creates ongoing touchpoints beyond single-day campus visits.
Community-Driven Engagement Model
Ashlee Gomez, Founder and CEO of Impressions of Beauty, emphasized the access-focused approach. "At Impressions of Beauty, we believe in equipping the next generation with access, to products that truly work for their hair and personal style, and to experiences that help them feel confident in their journey," Gomez said.
The partnership creates on-campus moments where students explore products, discover new favorites, and engage with brands through authentic community-driven experiences. The model turns campus engagement into confidence-building opportunities that extend across multiple universities nationwide.
Media Partnership with ESSENCE
Sally Beauty partnered with ESSENCE magazine to amplify the Rooted in Success message beyond campus audiences. The publication, established as a trusted voice within the Black community, highlights how Sally Beauty supports students and emerging leaders through its social media and digital channels.
This media collaboration extends campaign reach to ESSENCE's broader readership, connecting the on-campus programming with wider conversations about representation, entrepreneurship, and beauty industry innovation within Black communities.
Texture ID Brand Refresh
The campaign coincides with Sally Beauty's refresh of its owned Texture ID brand. The updated product line features modernized packaging, a new logo focused on personalization, and an optimized assortment curated for curls, coils, and waves.
The refresh emphasizes inclusivity across all curl types, performance-driven benefits, and authentic storytelling. This product evolution reinforces Sally Beauty's commitment to innovation and accessibility while empowering customers to care for their natural texture.
Texture ID joins Sally Beauty's portfolio of proprietary brands including Ion, Bondbar, Strawberry Leopard, Generic Value Products, Inspired by Nature, and Silk Elements. These owned brands complement professional lines carried in Sally Beauty's approximately 5,000 stores globally.
Long-Term Beauty Industry Investment
Through brand partnerships, community-driven programs, and culturally relevant storytelling, Sally Beauty continues investing in the next generation of beauty consumers, creators, and leaders. The Rooted in Success platform represents sustained commitment to education, inclusivity, and entrepreneurship within the textured hair community.
The HBCU tour addresses evolving consumer needs by providing direct access to professional-quality products and education in environments where students already gather. This approach removes barriers to product discovery and builds brand affinity during formative college years.
Company Background
Sally Beauty Holdings, Inc. (NYSE: SBH) operates as the leader in professional hair color, selling and distributing professional beauty supplies globally through Sally Beauty and Beauty Systems Group businesses. Sally Beauty stores offer up to 7,000 products for hair color, hair care, nails, and skin care.
Beauty Systems Group stores, branded as Cosmo Prof or Armstrong McCall, sell up to 8,000 professionally branded products intended for salon use and resale to retail consumers. The company carries professional lines including Wella, Clairol, OPI, L'Oreal, Wahl, Paul Mitchell, Matrix, Schwarzkopf, Kenra, and Moroccanoil.
Students and community members can follow @SallyBeauty on social media for updated tour dates and locations. All campus events are free to attend while supplies last.