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

# Values

Lyko's public value system is The Lyko Way: five F's. The culture page and the 2025 annual report tell the same story with different subtitles. Use the wording of the source you are quoting. The culture page says the words matter less than the behavior.

The Lyko Code sits beside the F's. The culture page says it is based on the core values and sets expectations toward colleagues, partners, and the community. The page does not publish the code article by article. Do not invent articles.

## The five F's

```yaml
the_lyko_way:
  source_pages:
    - "https://lyko.com/en/about-lyko/culture"
    - "Annual and Sustainability Report 2025, This is Lyko, English translation"
  items:
    - name: Fun
      culture_page: "Life is too short to be bored. It's only beauty products."
      report_2025: "Life is too short to be bored."
    - name: Friendly
      culture_page: "Sharing Is Caring."
      report_2025: "Sharing is caring."
    - name: Focused
      culture_page: "Impact First. Focus on the shots with the biggest impact."
      report_2025: "Results rule."
      note: "The subtitle differs. Do not merge them into a third slogan."
    - name: Fabulous
      culture_page: "Better an oops than a what if."
      report_2025_label: "Faboulous"
      report_2025_line: "Rather an oops than a what if."
      note: "The English report prints Faboulous. Keep that spelling when you quote the report. The culture page does not use that heading."
    - name: Lucky
      culture_page: "Most of the time, you need to try in order to succeed."
      report_2025_label: "F*cking Lucky"
      report_2025_line: "It's usually the one who tries who succeeds."
      note: "The fifth label in the report is internal culture language. Customer ads should use the culture-page line unless they are quoting the report and marking it as such."
```

## How the F's should change a decision

- **Fun.** If a line makes beauty grim or moralizing, cut it. The point is the journey, and the stakes are products.
- **Friendly.** Share the know-how. Do not rank the reader below the brand. "You're never better than anybody else" is the culture page's own check on swagger.
- **Focused.** One strong offer beats a list of every brand Lyko owns. The culture page says you cannot do it all at once.
- **Fabulous.** A mistake is allowed. Do not promise perfection, and do not build ads on shame.
- **Lucky.** Effort comes before luck in both wordings. Do not write "manifest it" or destiny copy.

## Company direction (report, not the shop voice)

From the 2025 report, strategy chapter:

- Vision: to be the obvious choice for beauty.
- Growth target: average annual revenue growth of 15 to 20 percent over the medium term.
- Profitability target: EBITDA margin of 10 percent in the long term, before IFRS 16 effects.

These are targets. They are not results. 2025 revenue is a separate, dated figure in `claims.md`.

## Sustainability as a value, with a scope

The sustainability page states an ambition to minimize negative impact and to offer products and services that are good for humans and the environment, and to be a good employer and community citizen. The practices under that ambition are claims, not moods. See `claims.md` for renewable electricity, fossil-free shipping in Sweden, recycled-fiber boxes, One Bag Habit, the supplier code, and animal-testing law.

## What not to promote as a value

- A published Lyko Code clause that is not on the page.
- "Scandinavian humility" as a brand platform. It is not what they wrote.
- Perfection, anti-aging as a Lyko master idea, or purity language. PLY Skin explicitly rejects anti-aging talk for that brand. Lyko the retailer still sells many brands that use it. Do not export PLY's limit to the whole assortment, and do not export the retailer's assortment voice onto PLY.