Tarik Mohallem, President of Skala International, shares how Skala Brasil became Brazil’s leading hair care brand and why its vibrant, performance-driven products are resonating with consumers worldwide. From innovative formulas and inclusive messaging to social media momentum, Mohallem explains how Skala has built a complete hair care system that meets the needs of textured and multi-textured hair while making quality products accessible to everyone.
Skala Brasil is the #1 hair care brand in Brazil. What key factors helped the brand achieve that level of success in the Latin American market?
Skala’s success in Brazil is driven by a combination of strong partnerships, disciplined execution, brand equity, and an unmatched value proposition. First, the brand has built strategic, high-performing partnerships across distribution and retail, ensuring consistent availability and strong alignment with key market players. Second, Skala is deeply focused on in-store execution with a “sell-out” mindset. The priority has always been product rotation, consumer takeaway, and repeat purchase not just initial sell-in. This creates sustainable growth at the shelf level. Third, Skala has invested heavily in brand building, creating an emotional connection with consumers through inclusive messaging, vibrant identity, and relevance to textured and multi-textured hair needs. Finally, the brand delivers an unbeatable consumer value equation, combining large formats, high-performing formulas, and accessible price points. This balance of quality and affordability, supported by continuous innovation, has made Skala a staple in households across Latin America. Together, these pillars : partnership, execution, brand strength, and value—are what have enabled Skala to scale and maintain its leadership position in Brazil.
Many U.S. consumers currently recognize Skala primarily for its treatment jars. How would you describe the full Skala hair care system beyond treatments?
While the treatment jars are the entry point for many consumers, Skala is a complete hair care system designed to support the full regimen from cleansing to styling.
The portfolio includes:
- Shampoos and conditioners for daily maintenance
- Treatment creams for deep hydration and repair
- Leave-ins and styling products for definition and manageability
What makes Skala unique is its multi-functional approach—many of our treatment creams can also be used as leave-ins or co-washes, giving consumers flexibility while simplifying the routine. Ultimately, Skala is not just a treatment brand, it is a regimen-based system built for consistency, performance, and ease of use. In addition we have a regimen for every hair type.
Skala offers more than 100 SKUs across different hair care categories. How do the various collections work together to create a complete hair care routine for customers?
Each Skala collection is designed around a specific hair need, allowing consumers to build a customized routine while still staying within the brand.
For example:
- A consumer may cleanse with a hydration-focused shampoo
- Treat with a nutrition or reconstruction mask
- Finish with a leave-in for styling and protection
Because the formulas are designed to be complementary, consumers can mix within or across collections depending on their hair condition at any given time. From a retail perspective, this creates a strong “wardrobing” effect, where customers purchase multiple SKUs at once, increasing basket size and repeat visits.
The Fruitastic line has quickly become a favorite among consumers. What makes this collection stand out, and why has it resonated so strongly with shoppers?
Fruitastic stands out because it combines performance with a highly engaging sensory experience.
The collection features:
- Fruity, vibrant fragrances
- Bright, eye-catching packaging
- Lightweight, hydrating formulas suitable for everyday use
It resonates strongly with younger consumers and first-time users because it feels fun, accessible, and easy to understand, while still delivering real results. At shelf, Fruitastic acts as a traffic driver; it captures attention, invites trial, and often leads consumers to explore additional Skala collections.
Skala’s core focus is hydration, nourishment, and reconstruction. How do these three pillars address the needs of customers with textured hair types, especially types 3 and 4?
These three pillars directly align with the primary needs of textured hair:
- Hydration restores moisture, which is essential for curl definition and softness
- Nourishment replenishes oils and nutrients that help reduce frizz and improve manageability
- Reconstruction strengthens the hair fiber, reducing breakage and supporting growth retention
For consumers with type 3 and 4 hair, these needs are not occasional; they are ongoing. Skala’s system allows customers to rotate between these pillars depending on their hair condition, creating a balanced and sustainable routine.
Skala is known for its large treatment jars and accessible price points. How does the brand deliver strong value while maintaining quality formulas?
Skala’s value proposition is built on efficiency at scale. By producing in large volumes and offering larger pack sizes, the brand reduces cost per use while maintaining high-quality formulations. At the same time, Skala focuses on ingredient-driven formulas that deliver performance without unnecessary complexity. This allows us to offer consumers a product that feels premium in performance, while remaining accessible in price, which is critical for high-frequency users.
The brand’s vibrant and colorful packaging creates a strong shelf presence. How important is visual merchandising and packaging in attracting consumers inside beauty supply stores?
Packaging is extremely important, especially in the beauty supply environment where consumers are making quick decisions at shelf.
Skala’s packaging is designed to:
- Stand out from a distance
- Clearly communicate benefits and hair needs
- Create a brand block that is easy to shop
The bold colors and large formats naturally draw attention, and when merchandised together, they create a strong visual impact that helps drive both trial and conversion.
Skala has experienced over 500% sales growth since 2023. What do you believe is driving this rapid increase in demand?
The growth is being driven by a combination of consumer discovery, digital momentum, and strong retail performance. As more consumers discover Skala through social media and word-of-mouth, demand has accelerated significantly. At the same time, retailers are seeing high velocity and repeat purchases, which leads to expanded shelf space and distribution. Additionally, the brand’s ability to deliver value, performance, and variety makes it highly competitive in today’s market, particularly as consumers look for quality at accessible price points.
Skala has built a powerful online community with millions of followers and the “SkalaLovers” influencer network. How does this digital momentum translate into in-store sales for retailers?
Digital momentum plays a direct role in driving in-store traffic. Consumers often discover Skala online—through influencers, tutorials, and user-generated content and then go into stores specifically looking for those products. This creates a pull effect, where demand is already established before the consumer enters the store. For retailers, that means:
- Faster sell-through
- Higher conversion rates
- Increased repeat purchases
In many cases, social media acts as the first touchpoint, while the beauty supply store becomes the point of purchase.
Some of the product labels are currently in Portuguese. How is Skala working to improve product education for both consumers and beauty supply owners?
As Skala continues to expand globally, improving accessibility and education is a key priority.
We are actively working on:
- 100% of all our packaging has English labels
- Same names on the packaging are in Portuguese to preserve brand identity and Brazilian roots
- Clearer benefit communication on pack
- In-store educational materials and digital content
In addition, we support retailers with product knowledge so they can confidently guide consumers. Our goal is to ensure that both store owners and shoppers can easily understand what the product does and how to use it.
Education is key for retail success. What are some ways store owners can help customers understand which Skala products work best for their hair type and needs?
Store owners play a critical role in driving success at shelf.
Some effective strategies include:
- Grouping products by benefit (hydration, nutrition, reconstruction)
- Training staff to ask simple questions about hair type and concerns
- Highlighting top sellers and recommended routines
- Using testers or visual guides when possible
Because Skala is designed to be easy to understand, even simple guidance can significantly increase conversion and basket size.
Skala’s motto is “Beauty is not a privilege — it’s universal.” How does this philosophy shape the brand’s approach to product development, accessibility, and global expansion?
This philosophy is at the core of everything we do.
It means creating products that are:
- Accessible in price
- Inclusive in formulation
- Relevant across diverse hair types and cultures
As we expand globally, our focus remains on delivering high-quality hair care that is available to a wide range of consumers, not just a select few. For Skala, beauty is not about exclusivity, it’s about empowering more people to care for their hair with confidence, regardless of background or budget. Obrigado por sua leitura means Thank you for your reading in Brasil.
