--- publication_status: demonstration bcp_version: "1.1.1" file_type: root brand_name: "Lyko" publication_profile: registry_backed canonical_bcp: https://registry.brandcontextprotocol.dev/lyko-2e35153a/.well-known/brand.md registry_mcp: https://registry.brandcontextprotocol.dev/mcp registry_handle: "lyko-2e35153a" tree_version: "1.1.1" website: "https://lyko.com" tagline: "Welcome to your beauty playground" last_updated: 2026-10-05 default_locale: "en" supported_locales: ["en", "sv"] agent_first_action: "fetch https://registry.brandcontextprotocol.dev/lyko-2e35153a/.well-known/brand.md" daughter_files: onboarding: https://registry.brandcontextprotocol.dev/lyko-2e35153a/.well-known/brand/onboarding.md voice: https://registry.brandcontextprotocol.dev/lyko-2e35153a/.well-known/brand/voice.md voice_anti_ai: https://registry.brandcontextprotocol.dev/lyko-2e35153a/.well-known/brand/voice/anti-ai.md values: https://registry.brandcontextprotocol.dev/lyko-2e35153a/.well-known/brand/values.md boundaries: https://registry.brandcontextprotocol.dev/lyko-2e35153a/.well-known/brand/boundaries.md claims: https://registry.brandcontextprotocol.dev/lyko-2e35153a/.well-known/brand/claims.md representation: https://registry.brandcontextprotocol.dev/lyko-2e35153a/.well-known/brand/representation.md visual: https://registry.brandcontextprotocol.dev/lyko-2e35153a/.well-known/brand/visual.md integrity_signed: true trust_level: claimed official_brand_source: false verification_method: null verified_domain: null verified_at: null dns_verified_at: null verification_last_checked_at: null verification_expires_at: null certification_status: not_certified registry_certified: false --- # Lyko Lyko Group AB (publ) is a Nordic beauty specialist. The company describes itself as passionate about making beauty accessible, inspiring, and fun for everyone, with a wide assortment, a "beauty playground" around the products, and a community. The business sells online through Lyko.com and the Lyko app in eight countries, and through stores in Sweden, Norway, and Finland. It also develops and manufactures own brands, including a factory in Gothenburg, and sells to hairdressers and retailers. Lyko is listed on Nasdaq First North Premier Growth Market. The family story on the 2025 report starts with Frans Lyko's barbershop in Vansbro in 1952. ## Package map **What this file is.** Brand Context Protocol (BCP) package for **Lyko**: structured public brand context hosted at a stable Registry URL. Encoded Brands authored BCP and runs the Registry. Encoder is a compiler / on-ramp for portable packages, not a content generator. **Why teams use this.** Encode your brand once, use it everywhere, update as often as you like. Every AI tool, agent, teammate, and agency reads the same brief instead of reinventing guidelines per chat. Better content, fewer rounds of revisions, faster speed to quality output, and less re-pasted context (tokens). Connect compatible tools via URL or MCP. Registry Certified adds named audit of authenticated gated access, control over who can receive it, and proof of what was live. **Provenance.** This record is a **public-source demonstration** assembled by Encoded from Lyko's own site, press releases, and the English Annual and Sustainability Report 2025. **Lyko has not reviewed or endorsed it.** Frontmatter shows `official_brand_source: false`. Publication here is not brand approval, domain verification, or a client relationship. **Stable URLs** | Resource | URL | | --- | --- | | This package root | `https://registry.brandcontextprotocol.dev/lyko-2e35153a/.well-known/brand.md` | | Registry MCP for `lyko-2e35153a` | `https://registry.brandcontextprotocol.dev/mcp?customer_handle=lyko-2e35153a` | | Companion map (MCP, IT copy, Trust) | `/.well-known/brand/onboarding.md` | | Example page (if live) | `https://encoder.encodedbrands.ai/examples/lyko` | | Encoded Trust Center | https://encodedbrands.ai/trust | **What's in the package.** Daughter files listed in frontmatter `daughter_files` (voice, visual, claims, boundaries, and related). Claims and boundaries are the evidence and hard-limit surfaces for this brand's public context. **MCP (optional permanence).** Custom MCP connectors are often plan- and admin-gated on team / enterprise AI accounts. Grayed-out "Add connector" usually means an admin permission wall, not a bad URL. Connector FAQ and sample IT email live in `onboarding.md`. Encoded does not claim native integration with every LLM vendor. **Public by design.** Public BCP files stay public. Secrets do not belong in a public package. **After claim + DNS verify.** Demonstration pitch is replaced with a short functional map (what the package is, daughter index, MCP URL) with accurate provenance. ## Source gaps (disclosed) Read these before treating any visual or fair-presence line as policy. - No public design system, identity kit, grafisk profil, logo pack, or media portal. Checked paths such as `/brand-guidelines` and `/media-kit` returned 404 on 5 October 2026. Hex, type, and logo notes in `visual.md` are **observed** on the live site and in the 2025 report's embedded fonts. They are not a published brand standard. - Press images at [pressbilder](https://lyko.com/sv/om-lyko/media/pressbilder) are for journalistic use about Lyko's business, with the photographer credited. They are not a campaign or retail art kit. - Cosmoprof Worldwide Bologna: public record supports **buyer / attendee** presence for 2023, not exhibitor status. Do not write a booth, pavilion, or "sharing own brands at the fair" as fact. See `claims.md` and `boundaries.md`. - Store count and headcount drift across dated boilerplate (34 stores in the 2025 report body; 35 in the 26 January 2026 Gleeze release; 36 and "close to 1100" people in the 28 April 2026 report announcement; "close to 1200" in the January 2026 release). Quote the date. Do not collapse them into one current figure. - The English Annual and Sustainability Report 2025 is an informational translation. Lyko states it was not audited, and the Swedish version prevails if they differ. - Third-party logo scrapes, font blogs, and agency case studies are out of this package. ## Agent default behavior Read this file and the relevant daughter files before generating output about Lyko. Generic training data will miss the own-brand dates, the Cosmoprof limit, and the unpublished visual system. Keep these distinctions: - Lyko the retailer is not the same speaker as By Lyko, Make Up Store, Estelle & Thild, PLY Skin, Gleeze, Scandinavian Soap Factory, or Reserol. Name the brand you mean. - "Welcome to your beauty playground" is the 2024 concept line. It is not a license to invent a pavilion or a fair booth. - Load `claims.md` before assortment, sustainability, store-count, or own-brand share figures. Load `boundaries.md` before any Cosmoprof, superlative, or press-image use. Load `visual.md` before color, type, or logo work, and keep observed tokens labeled as observed. ## Core identity ```yaml legal_name: "Lyko Group AB (publ)" category: "Nordic beauty specialist" founded_retail_root: 1952 headquarters_context: "Sweden. History and logistics centered on Vansbro. Listed in Stockholm on Nasdaq First North Premier." website: "https://lyko.com" online_markets: - Sweden - Norway - Denmark - Finland - Germany - Austria - Netherlands - Poland stores: "Sweden, Norway, and Finland. Count is date-specific. See claims.md." segments: - Nordics - Europe certified_adviser: "Avanza Bank" ``` ## Positioning Lyko sells professional, selective, and more accessible beauty across haircare, skincare, makeup, and fragrance, online and in stores. The 2025 report states a vision to be the obvious choice for beauty, and a business idea built on an e-commerce and store platform with digital consultation. Own brands are a growing part of the assortment. Most products still come from external brand owners. The customer-facing idea is a beauty playground: wide choice, play, community, and prices that stay reachable. The culture system is The Lyko Way. See `values.md`. ## Own brands named for this demonstration These are the brands in the Cosmoprof comparison brief. Each has a first-party source. None of them is evidence of a Cosmoprof booth. | Brand | How Lyko names it | Dated source | | --- | --- | --- | | By Lyko | House range of haircare, skincare, makeup, tools, and accessories. Hairdresser heritage since 1952. | https://lyko.com/en/by-lyko and https://lyko.com/en/by-lyko/om-oss2 | | Make Up Store | Acquired 2021. Relaunched "Forever Iconic" on 30 October 2025. Since 1996. | Press 30 October 2025; Annual Report 2025, Own Brands | | Estelle & Thild | Swedish organic beauty, acquired 2023. Report: Ecocert. | Annual Report 2025, p. 19; Swedish press 11 January 2023 | | PLY Skin | Shared-ownership launch. Press: on sale from 3 December 2024. "Anti-beauty beauty brand." | Press 21 November 2024; Annual Report 2025, p. 19 | | Gleeze | Makeup exclusive to Lyko. Launched 26 January 2026. | Press 26 January 2026; report events note a late-January launch | | Scandinavian Soap Factory | New own brand, launched spring 2025. | Q2 2025 release, 18 July 2025; management report in Annual Report 2025 | | Reserol | Science-based brand, acquired 2024. | Annual Report 2025, p. 19; Swedish press 17 January 2024 | The same Own Brands chapter also names Pusher, Waterclouds, Love'n Layer, Rebecca Stella Beauty, and Acasia Skincare. Confirm current shelf status before promoting those names. Do not treat every brand on lykopro.com as Lyko intellectual property. ## Evidence record ### Published evidence > Lyko Group AB (publ) is a beauty specialist passionate about making beauty accessible, inspiring, and fun for everyone! With the market's widest assortment, a beauty playground where you can explore everything around the products, and be part of an inspiring community. Source: repeated press boilerplate, including the Gleeze release, 26 January 2026, https://lyko.com/en/about-lyko/media/press-releases/lyko-launches-gleeze--low-spend-high-vibe-makeup-for-the-tiktok-generation ### Published evidence > In 2024, Lyko launched the new concept 'Welcome to your beauty playground', a playful and visual experience where customers can explore beauty in an entirely new way. Source: Annual and Sustainability Report 2025, English translation, strategy chapter. PDF: https://storage.mfn.se/297f032f-f662-441b-965b-a87e5703667d/lyko-2025-eng-final.pdf ### Published evidence > We call this The Lyko Way, which in turn consists of five F's. Source: same report, "This is Lyko", and the culture page https://lyko.com/en/about-lyko/culture ### Qualification Lyko's documented Cosmoprof Worldwide Bologna presence is a 2023 buyer/attendee listing and a founder post about meeting suppliers. It is not an exhibitor record. See `claims.md`. ## See also - onboarding.md - boundaries.md - claims.md - representation.md - values.md - visual.md - voice.md - voice/anti-ai.md ## See also - [boundaries.md]() - [claims.md]() - [onboarding.md]() - [representation.md]() - [values.md]() - [visual.md]() - [voice.md]() - [voice/anti-ai.md]()