Lyko

boundaries.md

---
bcp_version: "1.1.1"
file_type: boundaries
parent: https://registry.brandcontextprotocol.dev/lyko-2e35153a/.well-known/brand.md
last_updated: 2026-10-05
---

# Boundaries

Limits for anyone writing about Lyko from this public-source package. Lyko has not adopted this file. When a request pushes past a hard no, say so and stop. Do not smooth the gap into a confident sentence.

## Hard nos

```yaml
hard_no:
  - item: >
      Do not call Lyko an exhibitor at Cosmoprof Worldwide Bologna, and do not
      give it a booth, pavilion, stand, or "own brands showcase" at that fair.
    tier: core
    trigger: >
      exhibitor, booth, pavilion, stand number, hall, official presence,
      "sharing our brands at Cosmoprof"
    allowed_alternative: >
      "Lyko has attended Cosmoprof Worldwide Bologna as a buyer. A Cosmoprof
      sales brochure for the following edition lists Lyko among 2023 attendees.
      That is not an exhibitor listing."
    escalation: "Needs a Lyko press release or a Cosmoprof exhibitor directory entry before any booth claim."

  - item: >
      Do not present this package, or any page built from it, as Lyko's
      official brand source, an endorsement, or a design system.
    tier: core
    trigger: official brand book, approved by Lyko, brand guidelines, certified identity
    allowed_alternative: >
      "Encoded assembled this from public Lyko material. Lyko has not reviewed it.
      official_brand_source is false."

  - item: >
      Do not invent hex values, type rules, clearspace, or a redrawn logo.
      Observed CSS and font files may be repeated only with evidence_status observed.
    tier: core
    trigger: brand color is, the Lyko font is, logo must be
    allowed_alternative: "Point at visual.md and the live lyko.com observation dated 5 October 2026."

  - item: >
      Do not use pressbilder photography in ads, landing pages, or retail creative.
      The Swedish press page limits use to journalistic contexts about Lyko's
      business and requires the photographer's name.
    tier: core
    trigger: campaign image, hero photo, social ad, uncredited portrait
    allowed_alternative: "Describe the picture. Do not embed it. Ask Tom Thörnblom for a usage grant."

  - item: >
      Do not state one current store count or headcount. Dated boilerplate disagrees.
    tier: core
    trigger: a single "today Lyko has N stores" or "N employees" with no date
    allowed_alternative: >
      "The 2025 report describes 34 stores. The 26 January 2026 Gleeze release
      says 35 stores and close to 1200 people. The 28 April 2026 report
      announcement says 36 stores and close to 1100 people."

  - item: >
      Do not turn sustainability practices into a superlative, a carbon-neutral
      claim, or "clean beauty."
    tier: core
    trigger: greenest, carbon neutral, net zero, clean beauty, toxin-free, chemical-free
    allowed_alternative: "Quote the specific practice and its scope from claims.md."

  - item: >
      Do not promise that a By Lyko, Gleeze, PLY, Make Up Store, Estelle & Thild,
      Reserol, or Scandinavian Soap Factory product treats, cures, or reverses
      a medical condition, or that it is vegan, organic, or fragrance-free
      unless that exact brand's source says so.
    tier: core
    trigger: cures, clinically proven, dermatologist approved, for all skin, vegan across the portfolio
    allowed_alternative: "Use the brand's own sentence and date. Leave the rest out."
```

## Soft nos

```yaml
soft_no:
  - item: >
      Do not lead customer advertising with the report's fifth F label
      ("F*cking Lucky"). The public culture page leads with the try-in-order-to-succeed line.
    tier: default
    condition: "Acceptable only as a marked quotation from the 2025 report's culture spread."

  - item: >
      "Market's widest assortment" and "market leader" are Lyko's words.
      The report also gives "over 72,000 products from more than 1,000 brands"
      and says the English text is an unaudited translation.
    tier: core
    condition: "Keep the phrase as Lyko's claim, with the report or the press boilerplate as the source. Do not add an independent ranking."

  - item: >
      Own-brand share is not one number. 7.7 percent of sales is the report's
      figure for 2024. 7.8 percent of B2C on a rolling 12-month basis is the
      Q2 2025 CEO letter.
    tier: core
    condition: "Name the metric and the date in the same sentence."

  - item: >
      PLY Skin is shared ownership, not a wholly owned house brand. The
      21 November 2024 release and the 2025 report both say so.
    tier: core
    condition: "Say shared ownership or 'joining on the ownership side.' Do not say Lyko owns PLY outright."

  - item: >
      Gleeze prices in the launch release are a range at launch
      (25–45 SEK / 25–45 NOK / 2.29–3.99 EUR). They are not a promise that
      every later SKU stays in that band.
    tier: default
    condition: "Date the range. Do not reprint it as the current shelf without checking."
```

## Fair-presence rule for the comparison page

A landing page about Lyko at Cosmoprof Bologna may talk about own brands Lyko could discuss as a buyer and as a brand owner. It must say that documented fair presence is buyer/attendee, 2023, and that exhibitor status is unverified. Linking to lyko.com brand and press URLs is fine. A map pin, hall number, or "meet us at our stand" is not.

## People

Media contact on the Swedish page, read 5 October 2026: Tom Thörnblom, Head of Communication and Investor Relations, tom.thornblom@lyko.com, +46 (0)72 555 01 90. Use the contact for press routing. Do not invent quotes for him, for Rickard Lyko, for Erika Lyko, or for Moa Wictorén.