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.
Uberaba facility to boost production by 60%, aligning with new brand strategy and international expansion
Skala is embarking on a new phase of industrial expansion and brand strengthening as it marks its 40th anniversary. The company has announced a R$ 150 million investment to build a factory in Uberaba (Minas Gerais) and is simultaneously adopting the name Skala Brasil—a move that reinforces the company’s roots and supports its growth strategy both domestically and abroad.
Construction of the new industrial facility is set to begin in 2026, with completion scheduled for 2028. According to the company, the project will increase current production capacity by 60% and result in the largest plant in the Brazilian hair care market.
The expansion aims to prepare operations to meet rising domestic demand and support the brand’s internationalization. With greater production scale, Skala also intends to increase operational agility and strengthen its supply capabilities across various markets.
“We are celebrating the brand’s 40th anniversary with solid achievements that provide a foundation for building the company’s next chapter. Skala holds a significant position in Brazil, yet there is still room for growth 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 rebranding are part of this same strategy,” says Luis Delfim, CEO of Grupo Bora Brasil.
According to the executive, the industrial investment is directly linked to the company’s expansion outlook. “We are making a structural investment because our growth ambitions require operations capable of handling a larger scale. The factory will enable us to better serve the Brazilian market while simultaneously advancing Skala’s international expansion,” he explains.
Rebranding Marks a New Phase for the Company
In addition to expanding its manufacturing capabilities, the company is revising its market positioning and will present itself as Skala Brasil starting in 2026. The strategy aims to place the expertise the company has developed regarding Brazilian beauty at the core of its identity and communications.
The transformation goes beyond a mere name change. The product portfolio is being reorganized, with lines structured according to their specific benefits, while the packaging features a revamped visual design. Brand identity and messaging have also been revised to more clearly communicate the characteristics and value propositions of each line to consumers.
For the company, this update seeks to create greater alignment between the business’s evolution, its expanding portfolio, and the brand’s presence across various markets.
“The brand has grown, the portfolio has grown, and our operations have expanded as well. This repositioning is a way to organize that evolution and prepare Skala for the years ahead. We want to highlight the purpose that shaped our journey and will underpin our future growth,” states Delfim.
These changes coincide with the company joining the Bora Brasil Group—established in 2026 and comprising the brands Skala Brasil and Lola From Rio. The combination of industrial investments, portfolio reorganization, and a refreshed identity positions Skala’s new phase around increased production scale, brand strengthening, and international expansion.
The new facility in Uberaba is part of the brand’s expansion strategy, which also includes a redesign of its packaging architecture.
Skala marks its 40th anniversary with a move that combines industrial expansion and a portfolio overhaul. The company is investing R$ 150 million in a new factory in Uberaba (Minas Gerais), with completion scheduled for 2028. The facility is expected to increase current production capacity by 60%.
For the packaging sector, however, there is another interesting aspect to this move: the industrial expansion is accompanied by a change in packaging architecture.
As part of the brand’s repositioning, the Skala Brasil lines are being reorganized based on benefits. The new architecture was developed to make it easier for consumers to navigate at the point of sale and to differentiate products more clearly. The visual identity and product claims have also been revised.
This change coincides with the expansion of the portfolio, which now includes new categories such as hair oils and masks designed for different stages of a hair care regimen.
The investment in capacity is also linked to the company’s internationalization plan. Skala reports a presence in 87 countries, with international markets currently accounting for 25% of its revenue. The goal is to reach 40% in the coming years.
This move demonstrates how portfolio growth, industrial scale, and packaging must go hand in hand. When a brand expands into new categories and markets, packaging ceases to be merely a matter of identity; it also takes on the role of organizing the product offering and facilitating consumer choice.
Skala Brasil is preparing for a new phase of expansion as it marks its 40th anniversary. As the volume leader in the Brazilian hair care market, the brand will invest R$ 150 million in a new factory in Uberaba (Minas Gerais), in addition to expanding its product portfolio and international presence.
In 2026, sales in Brazil are showing high double-digit growth compared to the previous year, and the company expects to maintain this pace over the next five years.
According to Kantar, Skala is present in more than half of Brazilian households and is recognized by 97% of the population. The brand holds a 16.7% market share by volume in the hair care sector, according to Nielsen (MT YTD July 2026), and is available at points of sale representing over 70% of category sales.
“We are celebrating our 40th anniversary with solid achievements that provide a foundation for building the company’s next cycle. To do 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.
New factory expands capacity
The facility will be built in Uberaba (Minas Gerais), where Skala was founded in 1986. The project begins in 2026 and is scheduled for completion in 2028. The R$ 150 million investment will increase current production capacity by 60%.
Brand reorganizes portfolio
Starting in 2026, the company will present itself as Skala Brasil. The repositioning also involves a new packaging architecture—with product lines organized by benefits—and a revision of the visual identity and product claims.
This strategy accompanies the brand’s entry into new categories. “The brand has grown, the portfolio has grown, and our operations have expanded as well. The repositioning is a way to organize this evolution and prepare Skala for the years ahead,” says Delfim.
Sales of products that complement the “Potão” routine have grown by over 30% compared to the previous year.
International market gains ground
Skala is present in 87 countries across five continents and ranks fifth among hair care brands in the United States. The international market accounts for 25% of revenue, and the company aims to increase this share to 40% in the coming years.
In 2026, Skala Brasil became part of the Bora Brasil Group, which also includes Lola From Rio. The group posts R$ 2 billion in gross revenue and employs 2,000 people. Read also:
Skala, a hair care brand from Minas Gerais, is set to invest R$ 150 million in a new factory in Uberaba (MG)—the city where it was founded in 1986. The facility is scheduled for completion in 2028. With a presence in 87 countries, the brand has quadrupled its international revenue since 2024, when the Advent fund took control of the company; today, international markets account for nearly 25% of revenue, with a goal of reaching 40% in the coming years. “We realized we needed to build a new factory and increase capacity. Initially, this investment will boost capacity by more than 60%,” explains Luis Delfim, CEO of the Bora Brasil Group, which owns Skala Brasil and Lola From Rio. Domestically, the company expects to maintain double-digit growth over the next five years.
New factory expands product categories
The facility was designed to keep pace with Skala’s expansion as it moves into categories beyond its signature 1-kilogram treatment cream. The company has been broadening its portfolio to include shampoos, conditioners, oils, hydration/nutrition/reconstruction masks, styling gels, and other finishing products. “We are currently producing some of the innovative Skala products in Rio de Janeiro—at the factory that makes Lola—because we lack the capacity at our current plant,” he states. The new facility will allow these categories to be consolidated in Uberaba. “The factory will enable us to enter new product categories, increasing capacity not only in terms of volume but also through new production lines,” Delfim concludes. Information via Exame.
Skala is investing in expanding its production capacity, growing its international presence, and revising its brand strategy. This move encompasses the construction of a new factory in Uberaba (Minas Gerais)—representing an investment of R$ 150 million—and a brand repositioning, with the company now presenting itself to the market as Skala Brasil.
“We are celebrating the brand’s 40th anniversary with solid achievements that provide a foundation for building the company’s next phase. Skala holds a significant position in Brazil, yet there is still room for growth 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,” says Luis Delfim, CEO of Grupo Bora Brasil.
Central to this plan is the construction of a new industrial facility in Uberaba; the project is set to begin in 2026, with completion scheduled for 2028. Representing an investment of R$ 150 million, the new factory is a key project for supporting the brand’s ambitions, as it increases current production capacity by 60% and becomes the largest plant in the Brazilian hair care market.
The investment aims to keep pace with rising demand in the Brazilian market and build the infrastructure for international expansion. The new facility is expected to increase production capacity and make operations more agile.
“We are making a structural investment because our growth ambition requires an operation prepared for a larger scale. The factory will enable us to better serve the Brazilian market while simultaneously advancing Skala’s internationalization,” states Delfim.
The industrial investment is taking place alongside a review of the brand strategy. Starting in 2026, the brand will present itself as Skala Brasil. The shift aims to place the knowledge the company has built regarding Brazilian beauty at the heart of its strategy.
The rebranding will encompass the name and product lines—which will now be organized by benefit within a new packaging architecture—as well as the visual identity and claims, all of which have been revised to communicate the characteristics and benefits of each line more clearly.
“The brand has grown, the portfolio has expanded, and our operations have too. This repositioning is a way to organize that evolution and prepare Skala for the years ahead. We want to highlight the purpose that shaped our journey and will support our future growth,” says Delfim.
Skala’s transformation is also taking place alongside the 2026 creation of the Bora Brasil Group, formed by the brands Skala Brasil and Lola From Rio.
Belo Horizonte (MG) – Skala, a hair care brand from Minas Gerais, is set to invest R$ 150 million in a new factory in Uberaba (MG), the city where it was founded in 1986. The facility is scheduled for completion in 2028. Present in 87 countries, the brand has quadrupled its international revenue since 2024—when the Advent fund took control of the company—and overseas markets now account for nearly 25% of its revenue, with a target of reaching 40% in the coming years. “We realized we needed to build a new factory and increase capacity. Initially, this investment will boost capacity by more than 60%,” explains Luis Delfim, CEO of the Bora Brasil Group, which owns Skala Brasil and Lola From Rio. Domestically, the company expects to maintain double-digit growth over the next five years.
The facility was planned to keep pace with Skala’s expansion as it moves into categories beyond its signature 1-kilogram treatment cream. The company has been broadening its portfolio to include shampoos, conditioners, oils, hydration/nutrition/reconstruction masks, styling gels, and other finishing products. “Some of the innovative products we’ve developed for the Skala brand are currently being manufactured in Rio de Janeiro—at the factory that produces Lola—because we lack the capacity at our current plant,” he states. The new facility will allow these categories to be consolidated in Uberaba. “The factory will enable us to enter new product categories, increasing capacity not only in terms of volume but also through new production lines,” Delfim concludes.
Company celebrates 40 years, expands production capacity by 60%, and is now present in 87 countries
Skala Brasil celebrates 40 years with a new expansion cycle. The company is investing R$150 million in building a factory in Uberaba (MG), while advancing internationalization and brand repositioning.
Construction of the new facility will begin in 2026, with completion scheduled for 2028. According to the company, the plant will increase current production capacity by 60% and support projected growth for the coming years.
The company reports high double-digit sales growth in 2026 and expects to maintain double-digit growth over the next five years.
Today, Skala is present in 87 countries and in more than half of Brazilian households. According to Nielsen data cited by the company, the brand holds a 16.7% volume market share in the hair care market.
“We have a very significant position in Brazil, but there is still room to grow both here and in other markets,” says Luis Delfim, CEO of Grupo Bora Brasil.
The industrial expansion occurs alongside the company’s rebranding, which now presents itself as Skala Brasil. The change includes a new visual identity, portfolio reorganization, and a communication strategy more connected to the brand’s Brazilian origins.
In recent years, the company has also expanded its presence in new categories, such as hair oils and masks designed for care routines.
Known in Brazil for its one-kilogram tubs of treatment cream, Skala is building a business that is increasingly less dependent on the domestic market. In just two years, the brand has gone from a presence in around 40 countries to over 80, and is now preparing a new expansion phase expected to take it beyond the 100-market mark by 2027.
This plan is accompanied by a significant shift in the business mix. Currently, international sales account for approximately 15% of Skala Brasil’s revenue. Management aims to raise this share to 40% over the next three years.
This transformation follows the 2024 entry of the fund Advent International into the company’s ownership structure and the formation of the Bora Brasil Group, which brings together Skala Brasil and Lola From Rio. The objective has shifted from merely exporting products manufactured in Minas Gerais to a commercial operation tailored market by market.
The United States is already Skala’s second-largest market
The most advanced example of this strategy is in the United States. The country is already Skala’s second-largest market—trailing only Brazil—and the company states it currently holds the fifth position in the hair treatment category.
To drive growth there, the company established its own local operations and a distribution center, in addition to forging direct relationships with major retailers such as Walmart and Target.
This shift reduces reliance on distributors who merely import products, allowing the company to play a more active role in decisions regarding pricing, product portfolios, marketing, and positioning.
This structure is significant because a product that succeeds in Brazil does not necessarily fill the same niche on an American shelf. Skala has begun emphasizing its Brazilian roots while simultaneously expanding beyond traditional treatment creams into categories such as oils, styling gels, and finishing products.
Next major bet is on Asia
Beyond the United States, the company maintains significant operations in countries such as Colombia, Argentina, Portugal, and Spain. It has also established a presence in the Middle East, operating out of Dubai, and is growing in markets like South Africa and Morocco.
Now, India emerges as one of the most important bets for the next phase.
The logic is to combine the sheer size of the Asian population with a product portfolio originally designed to cater to a wide variety of hair types. For the company, this Brazilian characteristic facilitates adaptation to different markets without requiring a complete overhaul of its product lines.
This strategy helps explain a recent shift in identity: the brand has begun using the name “Skala Brasil” more explicitly. Its Brazilian origins—previously underutilized—have become a key selling point abroad.
New R$ 150 million factory to support expansion
International growth also requires industrial capacity.
Skala is preparing a new factory in Uberaba, Minas Gerais, with a projected investment of R$ 150 million. The project is in the initial implementation phase, and the company expects the new facility to be operational by 2028.
The unit is set to boost capacity, efficiency, and innovation potential precisely as the company seeks to multiply its international distribution.
This move positions Skala as an example of a trend gaining traction among Brazilian consumer goods companies: using a product established in the domestic market as a springboard for global operations, while moving beyond a reliance on merely opportunistic exports.
The challenge ahead is greater. Reaching 100 countries is a measure of distribution reach. Generating 40% of revenue from abroad requires transforming an international presence into recurring sales, healthy margins, and market relevance within each region.
It is in this second stage that Skala’s internationalization will truly be put to the test.
The brand, which has adopted “Brasil” as part of its name, ranks fifth in the US hair treatment market and could see 40% of its revenue come from exports within three years.
Skala Brasil is the new name adopted by the hair care brand founded 40 years ago in Uberaba (Minas Gerais) and famous for its large tubs of treatment cream. The change in branding is part of a rebranding project that began in 2024, when the fund Advent International acquired control of the brand.
“We decided to reposition Skala; while it had enormous household penetration in Brazil within the treatment category, it wasn’t achieving the same success with other products in the hair care routine,” states Luis Delfim, CEO of Grupo Bora Brasil, which also owns Lola from Rio.
He explains that the repositioning was planned around three key points. The first was portfolio diversification, entering new categories such as hair styling gels and oils, which were launched last year. Next came a packaging update, highlighting ingredient benefits to make it easier for consumers to identify the right solutions. Finally, the brand devised a new communication plan that emphasizes its Brazilian identity.
Despite being recognized by 97% of Brazilian women—according to Kantar Insights’ Brand Tracking—“many consumers didn’t know Skala was a Brazilian brand. We embody Brazilian spirit, and we needed to communicate that to people,” the executive says.
A focus of international expansion, the US has become Skala’s second-largest market.
He notes that the name Skala Brasil was actually adopted in the US first. When the company—now under Advent’s control—began building a more robust internationalization structure, the US became the primary focus for exports. “We opened a company and a distribution center in the US. We have direct business relationships with the country’s largest retailers, such as Walmart and Target.” Skala currently ranks fifth in the US hair treatment segment; the US is the company’s second-largest market, trailing only Brazil.
Over the past two years, the brand has more than doubled its global footprint, expanding from around 40 countries to over 80. “We used to work with a few distributors but lacked a precise, long-term strategy for each market. So, we conducted an assessment and identified new regions. Today, we have a dedicated commercial manager for every continent,” the CEO notes.
After the US, Skala’s key commercial partners include Colombia, Argentina, Portugal, and Spain. “We have a major operation in the United Arab Emirates, based in Dubai, so our presence there is very strong; we are also seeing rapid growth in countries like South Africa and Morocco. India is our next big bet.”
Major growth opportunity in Asia
Delfim notes that while the brand is already present in several Asian countries, he sees significant room for further growth across the continent. “Asia is home to the world’s largest population, and many of its countries—whether due to income levels or hair types—are a great fit for Skala.”
Driven by growth in Asia, Skala is on track to expand its presence to over 100 countries by 2027. “Brazilian cosmetics—especially hair care products—are internationally recognized for their high quality. The world knows that Brazilian women have beautiful, well-cared-for hair. That ‘Brazilian touch’ is highly valued. Another advantage of being a Brazilian brand is that, thanks to our population’s immense diversity, we offer a product portfolio that adapts to any market worldwide.”
International trade currently accounts for 15% of Skala Brasil revenue. The CEO aims to raise this figure to 40% over the next three years.
To keep pace with this growth, the brand will build a new factory in Uberaba, with a projected investment of R$ 150 million. “We are currently in the earthworks phase. Construction will begin early next year, and by 2028, we will have the most modern factory in Brazil—one that will not only increase our capacity but also further elevate our already high quality standards, bringing greater efficiency and innovation to everyone.”