Skala invests R$ 150 million in new factory
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:
