In the offices of Skala Brasil, one phrase shows up often: Bora Brasil. In Portuguese, it translates to “Let’s go, Brazil,” a simple expression that reflects energy, momentum, and a shared drive to keep moving forward. At Skala and Lola, that spirit carries through everything from product innovation to global expansion across key markets like the U.S. As CEO of the International Division of Bora Brasil, the parent company of Skala Brasil and Lola from Rio, Tarik Mohallem’s role spans leading the international strategy, retail growth, and brand development across a fast-moving global portfolio. In this Day in the Life,
Tarik shares how he approaches leadership, what a typical day looks like, and how Skala’s mission of accessible, inclusive beauty continues to shape its expansion worldwide.
OTC Beauty: What’s your name, title, and role at the company?
My name is Tarik Mohallem, CEO of the International Division of Bora Brasil Group, the parent company of Skala Brasil and Lola from Rio. My role is centered around leading the company’s global vision, driving innovation, expanding international growth, and ensuring we continue building brands that authentically connect with consumers around the world.
OTC Beauty: What is the company’s mission, and how does it drive what you do?
We believe that beauty is not a privilege; it is a universal right, and that belief is at the heart of everything we do. Brazil has the most diverse population globally, containing all types of hair, and as the #1 hair care brand in Brazil and now present in over 85 countries, we want to keep bringing this expertise to consumers all over the world. Our mission is to make high-quality, innovative, and inclusive hair care accessible to everyone, regardless of background, hair type, or budget.
As we continue expanding globally, that mission drives every decision we make; from product innovation and sustainability to retail partnerships and consumer engagement. We are committed to creating products that empower confidence, celebrate diversity, and deliver exceptional value without compromising quality.
OTC Beauty: What inspired you to pursue a career in the beauty and hair care industry?
I started working in this industry back in 2005 at P&G, so it’s been a long and lovely journey, and what inspired me most about the beauty industry is its ability to positively impact people’s confidence and self-expression. Beauty is deeply connected to culture, identity, and individuality. I saw an opportunity to help build brands that not only deliver high-performing products but also create emotional connections with consumers globally.
OTC Beauty: Can you walk us through a typical day at work? What’s the first thing you do when you get to the office?
Being responsible for a global business in all parts of the world, no two days are exactly the same. Since the beginning of my career I have realized that no one does anything alone, it is all about the people and the talent we have the privilege to lead. So my mornings begin by reviewing with my direct team the updates from our international markets, sales performance, operations, and strategic initiatives across different regions. From there, my day may involve product development meetings, retail strategy discussions, global partnerships, innovation planning, or collaborating with teams across Brazil, the United States, Latin America, EMEA, Asia, and always visiting our markets to be close to the team, customers and consumers. It is not easy to keep up the intense travel schedule with all the work demands, but I’m a firm believer in the power of building relationships based on trust and in-person connections to drive the business.
OTC Beauty: How do you prioritize your tasks and responsibilities during the day?
I prioritize first based on long-term impact and alignment with our strategic vision, then on the urgent topics that require my attention. I focus on initiatives that strengthen the business globally, support our retail partners, enable our team to work at their best, improve operational excellence, and continue driving innovation. At the same time, I believe staying connected to the consumer is essential when making decisions.
OTC Beauty: What’s your favorite part of the day at work, and why?
My favorite part of the day is collaborating with talented teams and seeing ideas evolve into reality, generating real value to our shareholders and transforming the lives of our consumers. Whether it’s launching a new product, entering a new market, closing a new deal or seeing positive consumer feedback, it is incredibly rewarding to witness the impact of the work our teams are doing globally.
OTC Beauty: Can you share an exciting project or initiative you’re currently working on?
One of the most exciting initiatives right now is the continued global expansion of Skala Brasil and Lola from Rio. We are focused on continuing to accelerate growth in the U.S. market, the biggest market in the world where we have multiplied the business and achieved the #5 position in hair treatments category in such a short period of time, while continuing to strengthen our international presence through innovation, strategic retail partnerships, and multicultural consumer engagement.
OTC Beauty: What’s your favorite product, and how do you incorporate it into your daily routine?
One of my favorite collections is the complete Fruitastic line because it represents the brand’s commitment to provide exceptional products for all hair types, and also the Mais Cachos line (More Curls), which is our top seller and by far the best solution for curly hair consumers in the market. I appreciate products that combine innovation, quality ingredients, superior value and versatility for everyday use.
OTC Beauty: How do you stay inspired and keep the creative energy flowing throughout your workday?
I stay inspired by observing consumer trends, global beauty innovation, and cultural movements shaping the industry. Traveling, meeting with partners, and engaging with teams across different markets also helps keep fresh perspectives and creative energy flowing, listening to other’s perspectives and learning in every single day of the journey.
OTC Beauty: How would you describe the company culture, and how does it influence your approach to your work?
Our culture is entrepreneurial, collaborative, and purpose-driven. We encourage innovation, agility, accountability and authenticity throughout the organization. That culture pushes us to move quickly, think creatively, and continuously challenge ourselves to better serve consumers around the world.
OTC Beauty: How does collaboration and teamwork factor into your daily routine?
Collaboration is essential to everything we do. As a global company, we rely heavily on strong communication and alignment between teams across sales, marketing, operations, product development, and all functions of our international markets. Great ideas and sustainable growth come from working together with a shared vision.
OTC Beauty: Can you share any habits that help you stay balanced, motivated, and productive?
Discipline, consistency, clear communication and maintaining perspective are important habits for me. I also prioritize staying connected to my wife and daughters, working out every day and maintaining a healthy mind & body routine, and creating time to meditate, give back through social programs, and recharge through music.
OTC Beauty: Looking ahead, what are you most excited about for the future in the coming year?
I’m most excited about continuing to expand our global footprint and bringing our brands to even more consumers around the world. The beauty industry continues to evolve rapidly, and we see tremendous opportunities ahead through innovation, strategic partnerships, and deeper connections with multicultural consumers.
OTC Beauty: After a busy day, how do you unwind and recharge?
I enjoy spending time with my family, listening and creating music, reading and working on my personal projects with music and philanthropy. Those moments help me recharge and maintain a balanced perspective to become a better leader each day.
OTC Beauty: What’s the most rewarding part of your job?
The most rewarding part is seeing the positive impact our brands have on consumers globally, and on our teams in their career journey. Knowing that our products help people feel confident, represented, and connected is incredibly meaningful. It is also rewarding to see our teams grow, innovate, and build something with lasting global impact.
