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