Entrepreneur Meire Nussbacher generated R$ 1 million in revenue over three months with a single dessert kiosk at the Shopping Cidade São Paulo mall on Avenida Paulista. Just S’mores, the brand she created, is a Brazilian take on the classic American campfire treat made with toasted marshmallow, chocolate, and graham crackers. The product went viral organically on TikTok, turning the shop’s flagship item—a creamy hot chocolate topped with a freshly torched marshmallow—into one of São Paulo’s recent culinary phenomena. Lines to order one can last up to four hours.
The entrepreneur’s journey began far from the kitchen. Meire built a career in fashion e-commerce at a time when buying clothes online was still considered a risky bet in Brazil. The pandemic changed her path. Although she didn’t know how to cook, she learned out of necessity and began experimenting with *brigadeiro* recipes. The experiment was so successful that it turned into a business: a *brigadeiro* cart in a large mall on another continent, which quickly evolved into a brick-and-mortar store with an expanded menu of Brazilian treats.
Back in Brazil, a trip to New York planted the seed for Just S’mores. After waiting in line for three hours in the cold at Rockefeller Center to try a hot chocolate with toasted marshmallow—a treat that kept popping up on her social media feeds—Meire spotted a similar gap in the Brazilian market.
From there, it took five months of testing to perfect the marshmallow. For the hot chocolate, she rejected the watery recipe popular in the United States and instead sought the rich, full-bodied texture found in Campos do Jordão. Once the shop was open and lines had begun to form, she made another product adjustment: to keep the dessert from toppling out of the cup, she redesigned the rim to resemble flower petals. The design was replicated months later by the very New York brand that had inspired the original model.
The kiosk opened at Shopping Cidade São Paulo in May 2025. It went viral organically the very next month. A year later, with the arrival of a team dedicated to digital strategy, a second wave of reach occurred: the brand began putting the microphone in customers’ hands, transforming the service interaction into a POV-style experience—complete with a “build-your-own” moment on camera. Posts began hitting 16 million views. The average transaction value nearly tripled in the first three months of operation, and the official TikTok profile has now amassed over 4.7 million likes.
The expansion plan involves a new store format. The entrepreneur is preparing to launch the “Just S’mores Experience,” a kiosk with an expanded concept at Shopping Higienópolis, featuring limited editions and seasonal products designed to avoid what she internally calls the “candied apple effect.” Also in the pipeline are a delivery service and an exclusive kit that includes a mini blowtorch, allowing customers to finish preparing the dessert at home.
The Just S’mores story is the second episode of “O negócio é o seguinte” (The Deal Is…), a series by EXAME in partnership with TikTok. Across four episodes, the production tells the story of how small and medium-sized Brazilian businesses have used the platform to expand their operations. In addition to Just S’mores, the series follows Dr. Pimenta, the top seller on TikTok Shop in Brazil; Skala, a cosmetics brand from Minas Gerais that saw its international sales boosted by a spontaneous video from an American consumer; and Singer, a 174-year-old brand repositioning itself for a younger audience through the customization and self-expression aesthetic that has gained momentum on the platform.
The platform as an economic engine
According to the TikTok Economic Impact Report in Brazil, published in 2026, the platform added between R$ 18.6 billion and R$ 37.3 billion to Brazil’s Gross Domestic Product in 2025, considering only advertising investments. During the same period, it contributed to the creation of an estimated 223,000 to 447,000 jobs, accounting for direct, indirect, and induced effects. On the consumer side, activity on the app can multiply visits to physical stores by 2.9, and 91% of users research products on video platforms before making a purchase.
“When small and medium-sized enterprises gain access to engaged communities on TikTok, the result is an impact that extends far beyond the screen,” says Monica Guise, Director of Public Policy for TikTok in Brazil. “With the series ‘O negócio é o seguinte’ [The Deal Is…], produced in partnership with EXAME, we aim to show how the platform has established itself as a true engine for the Brazilian economy. Whether for a new entrepreneur or a century-old brand that has reinvented itself, the series illustrates how creativity and discovery on TikTok translate into real sales and business expansion across the country.”
The new episode of “O negócio é o seguinte” is available on EXAME’s TikTok profile.
Skala Brasil is unveiling new products that embody the brand’s new identity at Beauty Fair 2026. Highlights include four new hair care lines—*Mais Hidratação com Amido de Milho* (Extra Hydration with Corn Starch), *Brilho Supremo* (Supreme Shine), *Força Absoluta* (Absolute Strength), and *Reparação Instantânea* (Instant Repair)—developed to address various hair needs. The portfolio also features an update to the former *Skalinha Bebê* line, which has been rebranded as *Skala Baby*.
Care for diverse hair needs
The four lines offer specific solutions for different needs and are suitable for all hair types. *Mais Hidratação com Amido de Milho* targets dry hair, focusing on hydration and frizz control. Its formula combines Shea Butter and Coconut Oil, delivering three times the anti-frizz action. The product range includes shampoo, conditioner, treatment cream, styling cream, and a finishing oil with heat protection that reduces frizz by 80% and helps protect the hair.
The *Brilho Supremo* line is designed for hair lacking shine and suffering from porosity. Its formula features Glycolic Acid and Patauá Oil, providing anti-porosity benefits and 72 hours of mirror-like shine. The range includes shampoo, conditioner, treatment cream, and a finishing oil with heat protection.
The *Força Absoluta* line focuses on strength and breakage resistance. The formula combines Jaborandi Extract and Caffeine—active ingredients associated with strengthening hair and resisting breakage. The line comprises shampoo, conditioner, and treatment cream.
The *Reparação Instantânea* line combines Avocado Extract and Tucumã Butter, aiming to repair damage from the very first use. The range consists of shampoo, conditioner, treatment cream, and a leave-in product featuring heat protection, amino acids, and peptides.
The four lines offer solutions for various needs—ranging from general care, hydration, and frizz control to shine, porosity management, strength, breakage resistance, and damage repair. All feature Brazilian active ingredients, aligning with the brand’s commitment to highlighting ingredients associated with Brazilian beauty.
From Skalinha Bebê to Skala Baby
The revamp extends to the children’s product portfolio as well. The former “Skalinha Bebê” line has been renamed “Skala Baby” and features a fresh new look, showcasing 100% Brazilian animals on the packaging and plant-based ingredients with soothing properties. The formulas are hypoallergenic, pH-balanced for a baby’s skin, and free from parabens, sulfates, allergens, and dyes. The line consists of 92% natural ingredients.
The new visual identity pairs each product with a Brazilian animal and a specific ingredient. The Sage Shampoo features the golden lion tamarin; the Chamomile Shampoo, the capybara; the Lavender Moisturizing Lotion, the sloth; and the Vegetable Glycerin Liquid Soap, the toucan. The aim is to visually convey the ingredients and attributes of each product through the line’s new presentation.
The update to its hair care lines and children’s product portfolio is part of Skala Brasil’s participation in Beauty Fair, in the year the brand celebrates its 40th anniversary.
he group invests in innovation and sustainability with launches that prioritize natural ingredients and recyclable packaging.
A New Era of Sustainable Beauty
The new line represents a milestone in Bora Brasil’s history, uniting tradition, innovation, and environmental responsibility in high-quality products that respect the planet.
Main Features of the Line
- 100% natural ingredients sustainably extracted
- Fully recyclable and biodegradable packaging
- Direct partnerships with Amazonian communities
- Fair trade certification and carbon neutral seal
- Vegan and cruelty-free formulas
Ingredients from the Amazon
We work directly with traditional communities in the Amazon region, ensuring sustainable extraction and fair income for local families. Each product tells a story of respect for nature and people.
Main Ingredients:
- Buriti Oil – deep hydration and natural sun protection
- Cupuaçu Butter – intense nutrition and hair restoration
- Açaí Extract – powerful antioxidant and revitalization
- Andiroba – anti-inflammatory and repairing properties
- Copaíba – strengthening and natural shine
Commitment to the Future
“We believe it is possible to unite beauty, innovation, and environmental responsibility. This new line is an important milestone in our sustainability journey,” says the CEO of Bora Brasil.
Availability and Expansion
The products will be available starting in March 2026 throughout the national territory and will also be exported to the more than 80 countries where the group operates, taking Brazilian sustainability to the world.
Bora Brasil becomes the institutional name of the group and the designation adopted in relationships with stakeholders, including clients, partners, and employees, while Skala and Lola continue as the brands used on the products. In Brazil, Skala and Lola remain operating with independent commercial and marketing structures, while in the international business unit, there is greater integration.
Skala and Lola from Rio have partnered to create the Bora Brasil group, resulting from the merger and integration of the two companies. The structure emerges as a powerhouse in the Brazilian and global beauty market, with revenues close to R$ 2 billion, an average annual growth of over 20% in the last five years, and a workforce of 1,800 employees across Brazil and the United States.
The merger between Skala and Lola From Rio will operate under the name Bora Brasil. The new entity is born with a revenue of nearly R$ 2 billion and around 1,800 employees distributed between Brazil and the United States.
Only the name was missing. The group resulting from the merger of Skala and Lola From Rio is now called Bora Brasil, consolidating the union of the two hair product brands. The goal is to surpass R$ 2 billion in sales in 2026, after hitting R$ 1.9 billion in 2025 – and, in two years or less, reach R$ 2.5 billion.
The merger between Skala and Lola Cosméticos predicts that 40% of revenue will come from international markets.
Having curly hair goes far beyond just showing off beautiful curls.
The brand brings beauty experiences to the sambadrome and expands its presence in initiatives linked to popular culture.