Skala doubles international presence in two years and targets over 100 countries by 2027
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.
