Recently, it is reported that Skala Cosméticos, a Brazilian vegan hair care brand, was acquired a majority stake by Advent International, a private equity fund. The specific financial terms of the deal were not disclosed.
The fund was known for its investments in beauty brands such as Parfums de Marly and Olaplex, has made a new move in the hair care industry, this time aiming at Latin America.
Skala Cosméticos, founded in 1986, is the fourth largest hair care brand in Brazil and has a presence in 45% of Brazilian households. The brand also exports its products to 40 countries. The investment from Advent International will fuel Skala’s expansion plans, enabling the brand to increase its manufacturing capacity, expand its distribution network, and enhance its presence in international markets.
As part of the deal, Cyro Gazola will assume the role of chief executive officer, while existing executives, including former CEO Antonio Sousa, will continue as shareholders and join the company’s board. Maria Claudia Lacerda and Publio Emilio Rocha will also join the board of Skala.
Rafael Patury, managing director of Advent’s São Paulo office and co-head of consumer and retail practice in Latin America, expressed confidence in Skala’s brand strength and its ability to produce high-quality products. He highlighted Skala’s impressive growth rate of 30% per year over the past eight years, making it the fastest-growing hair care brand in Brazil. Skala’s treatment products for textured hair types currently hold over 50% market share by volume.
While Skala’s international sales are still relatively modest, they are growing at a faster rate than domestic sales. Patury mentioned that the brand’s products have resonated with women worldwide, citing their success on social media platforms like Facebook, Instagram, and TikTok, where Skala has amassed approximately 2.5 million followers.
Skala’s sales in 2023 were estimated to be around $200 million by industry sources. Patury believes that Advent’s partnership with Skala will accelerate the brand’s growth in both domestic and international markets while focusing on operational excellence and innovation at scale.
