--- bcp_version: "1.1.1" file_type: claims parent: https://registry.brandcontextprotocol.dev/lyko-2e35153a/.well-known/brand.md last_updated: 2026-10-05 --- # Claims Dated, sourced statements. Proof status records what the public record supports. It is not legal advice and it is not Lyko's approval. The English Annual and Sustainability Report 2025 says it is an informational translation, unaudited, and that the Swedish version prevails. Checked 5 October 2026 unless a row says otherwise. ## Allowed, with the source kept on the sentence ```yaml allowed: - claim: "Lyko describes itself as a beauty specialist making beauty accessible, inspiring, and fun for everyone, with a wide assortment, a beauty playground, and a community." tier: core proof_status: supported valid_from: 2026-01-26 source: "https://lyko.com/en/about-lyko/media/press-releases/lyko-launches-gleeze--low-spend-high-vibe-makeup-for-the-tiktok-generation" note: "Same boilerplate appears on the 30 October 2025 Make Up Store release and the 28 April 2026 report announcement." - claim: "In 2024 Lyko launched the concept Welcome to your beauty playground." tier: core proof_status: supported valid_from: 2024-01-01 source: "https://storage.mfn.se/297f032f-f662-441b-965b-a87e5703667d/lyko-2025-eng-final.pdf" note: "Strategy chapter of the 2025 report." - claim: "The Lyko Way is five F's: Fun, Friendly, Focused, Fabulous, Lucky. Subtitles differ between the culture page and the 2025 report. The report prints Faboulous and labels the fifth F with internal language." tier: core proof_status: requires_caveat valid_from: 2026-04-28 source: "https://lyko.com/en/about-lyko/culture" note: "Quote one source at a time. See values.md." - claim: "Frans Lyko opened a barbershop in Vansbro in 1952. Rickard Lyko became CEO in 2008 and returned as CEO in autumn 2018. The company listed on Nasdaq First North Premier in 2017." tier: default proof_status: supported valid_from: 2026-04-28 source: "https://storage.mfn.se/297f032f-f662-441b-965b-a87e5703667d/lyko-2025-eng-final.pdf" note: "History chapter. English translation." - claim: "By Lyko is Lyko's own range, with a vegan haircare ambition and a line from Erika Lyko about quality that does not break anyone's budget." tier: default proof_status: supported valid_from: 2026-10-05 source: "https://lyko.com/en/by-lyko/om-oss2" - claim: "Make Up Store was acquired in 2021 and relaunched under Forever Iconic on 30 October 2025. The brand dates to 1996. The launch release says the initial assortment includes 100 vegan, European-made products, with about 200 more planned." tier: default proof_status: requires_caveat valid_from: 2025-10-30 source: "https://lyko.com/en/about-lyko/media/press-releases/lyko-relaunches-make-up-store--forever-iconic" note: "Vegan applies to that stated assortment, not to every Lyko product." - claim: "Estelle & Thild was acquired in 2023. The 2025 report calls it a Swedish organic beauty brand and says all products are organically certified according to Ecocert." tier: default proof_status: requires_caveat valid_from: 2023-01-11 source: "https://storage.mfn.se/297f032f-f662-441b-965b-a87e5703667d/lyko-2025-eng-final.pdf" note: "Ecocert is the report's statement. Do not extend it to other own brands." - claim: "PLY Skin launched with Lyko in shared ownership. The press release is dated 21 November 2024 and says the brand goes on sale 3 December 2024. Lyko calls it an anti-beauty beauty brand focused on the skin barrier." tier: default proof_status: supported valid_from: 2024-11-21 source: "https://lyko.com/en/about-lyko/media/press-releases/ply-skin-scandinavias-new-skincare-rebel" - claim: "Gleeze launched exclusively at Lyko on 26 January 2026. Launch price range stated as 25–45 SEK, 25–45 NOK, and 2.29–3.99 EUR." tier: default proof_status: requires_caveat valid_from: 2026-01-26 source: "https://lyko.com/en/about-lyko/media/press-releases/lyko-launches-gleeze--low-spend-high-vibe-makeup-for-the-tiktok-generation" note: "Price range is as of launch day." - claim: "Scandinavian Soap Factory was introduced as an own brand in Q2 2025. The 2025 management report says it launched in spring." tier: default proof_status: supported valid_from: 2025-07-18 source: "https://lyko.com/en/about-lyko/media/press-releases/sunscreen-recommended-our-ebit-margin-keeps-on-shining" - claim: "Reserol, described as science-based, was acquired in 2024." tier: default proof_status: supported valid_from: 2024-01-17 source: "https://storage.mfn.se/297f032f-f662-441b-965b-a87e5703667d/lyko-2025-eng-final.pdf" note: "Swedish acquisition release: https://lyko.com/sv/om-lyko/media/pressmeddelanden/lyko-forvarvar-svenska-skonhetsvarumarket-reserol" - claim: "Own Brands were 7.7 percent of sales in 2024, according to the history chapter of the 2025 report." tier: core proof_status: requires_caveat valid_from: 2024-01-01 valid_until: 2024-12-31 source: "https://storage.mfn.se/297f032f-f662-441b-965b-a87e5703667d/lyko-2025-eng-final.pdf" - claim: "Own Brands' share of B2C was 7.8 percent on a rolling 12-month basis in the Q2 2025 letter." tier: core proof_status: requires_caveat valid_from: 2025-07-18 source: "https://lyko.com/en/about-lyko/media/press-releases/sunscreen-recommended-our-ebit-margin-keeps-on-shining" note: "Not the same metric as 7.7 percent of sales." - claim: "The 2025 report says group net sales were about SEK 3,962.6 million, close to four billion, up 11 percent, and that Nordics were 93.4 percent of sales." tier: default proof_status: requires_caveat valid_from: 2025-01-01 valid_until: 2025-12-31 source: "https://storage.mfn.se/297f032f-f662-441b-965b-a87e5703667d/lyko-2025-eng-final.pdf" note: "English translation. Confirm against the Swedish report before investor use." - claim: "The report says Lyko offers over 72,000 products from more than 1,000 brands, and describes 34 stores in Sweden, Norway, and Finland in that section." tier: core proof_status: requires_caveat valid_from: 2026-04-28 source: "https://storage.mfn.se/297f032f-f662-441b-965b-a87e5703667d/lyko-2025-eng-final.pdf" note: "Later press boilerplate uses 35 and then 36 stores. Do not pick one as current." - claim: "Online sales cover Sweden, Norway, Denmark, Finland, Germany, Austria, the Netherlands, and Poland." tier: default proof_status: supported valid_from: 2026-04-28 source: "https://storage.mfn.se/297f032f-f662-441b-965b-a87e5703667d/lyko-2025-eng-final.pdf" - claim: "Electricity in stores, offices, and the warehouse is stated as 100 percent renewable. Fossil-free shipping is stated for customers in Sweden, with a claim to be the first Swedish e-retailer to do so. Boxes are stated as 100 percent recycled fiber. Lyko participates in One Bag Habit." tier: core proof_status: requires_caveat valid_from: 2026-10-05 source: "https://lyko.com/en/about-lyko/sustainability" note: "Keep each practice in its scope. The recycled-fiber paragraph cites 2021 parcel volume of about 3.8 million from Vansbro. Do not treat that volume as current." - claim: "Lyko says own products follow a list of substances prohibited beyond the law, and that it complies with the EU ban on animal-tested cosmetics." tier: core proof_status: requires_caveat valid_from: 2026-10-05 source: "https://lyko.com/en/about-lyko/sustainability" note: "EU compliance is not a unique Lyko certification." - claim: "The Supplier Code of Conduct was updated in 2024, with a phased rollout to suppliers during 2025." tier: default proof_status: supported valid_from: 2024-01-01 source: "https://storage.mfn.se/297f032f-f662-441b-965b-a87e5703667d/lyko-2025-eng-final.pdf" - claim: "Lyko attended Cosmoprof Worldwide Bologna as a buyer. A Cosmoprof 2024 sales brochure lists Lyko among vendors, suppliers, and buyers attending, referring to 2023 attendees." tier: core proof_status: requires_caveat valid_from: 2023-01-01 source: "https://www.cosmoprof.com/media/cosmoprof/2024/brochure/CP24_Sales_brochure_231020.pdf" note: "Third-party fair document, labeled here as such. Buyer/attendee only." ``` ## Blocked ```yaml blocked: - claim: "Lyko is a Cosmoprof exhibitor, or is sharing own brands from a Lyko booth or pavilion in Bologna." tier: core proof_status: blocked reason: "No first-party release and no exhibitor listing found. Brochure category is attendee/buyer." - claim: "Lyko has a public design system, official hex palette, or licensed type specification." tier: core proof_status: blocked reason: "Not published. visual.md records observations only." - claim: "Press photos may be used in marketing." tier: core proof_status: blocked reason: "pressbilder limits use to journalistic contexts and requires photographer credit." - claim: "Lyko is carbon neutral, net zero, or the most sustainable beauty retailer." tier: core proof_status: blocked reason: "Not stated on the sustainability page or in the passages checked in the 2025 report." - claim: "Every own brand is wholly owned, vegan, organic, and fragrance-free." tier: core proof_status: blocked reason: "PLY is shared ownership. Vegan is stated for the Make Up Store relaunch assortment and as an ambition for By Lyko haircare. Ecocert is stated for Estelle & Thild. PLY's first three products are described as fragrance-free in the launch release. Do not merge these." - claim: "A single current store count or employee count." tier: core proof_status: blocked reason: "34, 35, and 36 stores appear in different dated Lyko texts from the 2025 report through April 2026. Headcount boilerplate moves between close to 1200 and close to 1100." ``` ## Open questions - Whether Lyko exhibited at Cosmoprof in any year. Not verified. - Current shelf status of Pusher, Waterclouds, Love'n Layer, Rebecca Stella Beauty, Acasia Skincare, Happy Crazy Mine, Neccin, and XL. - Whether "market's widest assortment" and "every other Swedish woman has Lyko top of mind" (report highlights) rest on a published third-party study. The report states them. This package does not have the underlying survey. - A grant to use the wordmark SVG, favicon, or campaign playground imagery outside lyko.com.