Brand offers hair styling services and influencer activations at Rio’s iconic Sapucaí Sambadrome.
Beauty and culture at the Rio Carnaval
Skala Cosméticos will join the Camarote Favela during Carnaval 2026 at the Marquês de Sapucaí in Rio de Janeiro, from February 13 to 21. The activation places the brand at the heart of Brazil’s biggest cultural celebration, strengthening its ties with popular culture.
Inside the camarote, Skala will set up an exclusive beauty salon offering hairstyling and braiding services from 8 p.m. to 3 a.m. Guests can choose from over 10 different styles, all done using Skala’s signature Skala Expert finishing products.
Influencers and digital activation
The brand will distribute 5,000 hair oils from its #MaisCachos and Frutástica Abacate lines in press kits for guests and content creators. Influencers will participate to share their experiences, extending the activation’s impact on social media.
“Beyond the live experience, our strategy includes influencers to amplify Skala’s message nationwide and strengthen digital engagement,” said Bruna Veneziano, Skala’s Marketing Director.
Cultural connection and purpose
Bruna emphasized that the initiative reflects the brand’s inclusive vision. “Skala reaches 54% of Brazilian households—over 32 million homes. The Camarote Favela represents visibility and pride for the communities that have always been part of our journey,” she said.
Launched in 2020, the Camarote Favela celebrates peripheral culture and will occupy Sector 5 of the Sambadrome. This year’s performances feature Lexa, Marvvila, Buchecha, and Diogo Nogueira, showcasing the vibrancy of Rio’s most inclusive Carnaval space.
About Skala Cosméticos
Founded nearly 40 years ago, Skala pioneered one-kilogram hair treatment creams, popularizing the “Banho de Creme” ritual in Brazil and abroad. The vegan and cruelty-free brand is present in over 80 countries and holds 54% of Brazil’s hair treatment market.