At 40, Skala invests in a new factory and repositions its brand to accelerate expansion
At 40 years old, Skala is preparing for a new phase of growth. The company, which has built a leading position in the Brazilian hair care market, is investing in expanding production capacity, broadening its international reach, and revising its brand strategy. This move encompasses the construction of a new factory in Uberaba, Minas Gerais—with an investment of R$ 150 million—and a brand repositioning, with the company now presenting itself to the market as Skala Brasil.
In 2026, Skala’s sales in the Brazilian market are showing strong double-digit growth compared to the previous year, and the company expects to maintain this level of growth over the next five years. Today, the brand is present in more than half of Brazilian households and is recognized by 97% of Brazilians, according to data from Kantar.
“We are celebrating the brand’s 40th anniversary with very solid achievements that support the opportunity to build the company’s next cycle. Skala holds a highly significant position in Brazil, yet there is still room to grow both here and in other markets. To achieve this, we need to invest in capacity, expand our portfolio, and strengthen our brand. The new factory and the repositioning are part of this same strategy,” states Luis Delfim, CEO of Grupo Bora Brasil, the corporate holding company formed by the merger of Skala and Lola From Rio.
A central part of this plan is the construction of a new industrial facility in Uberaba, the city where Skala was founded in 1986. The project begins in 2026, with completion scheduled for 2028. The new factory is a key project for supporting the brand’s growth ambitions, as it enables a 60% increase in current production capacity and makes the plant the largest in the Brazilian hair care market.
This industrial investment is taking place alongside a review of the brand strategy. Starting in 2026, the brand will present itself as Skala Brasil, highlighting its Brazilian identity and reinforcing the purpose that inspired its creation: “beauty is for everyone.” This shift aims to place the company’s accumulated expertise regarding Brazilian beauty at the heart of its strategy.
Skala marks its 40th anniversary with products available on every continent—spanning 87 countries—and currently ranks fifth among hair care brands in the United States. International markets account for 25% of the company’s revenue, with a goal to increase this share to 40% in the coming years.
Skala’s transformation coincides with the 2026 formation of the Bora Brasil Group, comprising the brands Skala Brasil and Lola From Rio. The Group generates a total gross revenue of R$ 2 billion and employs a workforce of 2,000 people.
