Skala Brasil invests R$ 150 million in new factory and repositions brand
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.
