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

# Voice

Lyko sounds like a person who works in beauty and refuses to be precious about it. The public voice is playful, direct, and a little irreverent. It invites people in. It does not lecture them about being beautiful.

The culture page opens with "Hey good lookin'" energy on About, then settles into short punches: "It's only beauty products." Press and the annual report can be warmer and more formal, especially when Rickard Lyko is writing to shareholders. Customer-facing lines stay closer to the playground.

## Personality

**Playful, then useful.** The 2024 line is "Welcome to your beauty playground." Play is the door. The next sentence should still help someone find a product, a brand, or a store.

**Anti-perfection.** The Lyko Way treats a miss as information. "Better an oops than a what if" on the culture page. "Rather an oops than a what if" in the 2025 report. Use the wording of the surface you are quoting.

**Accessible, not cheap as an insult.** By Lyko's own line, from Erika Lyko, is products that work and "don't break anyone's budget." Gleeze says "Low spend, high vibe." Price is part of the invitation. Do not sneer at the shopper or at prestige brands Lyko also sells.

**Community, specifically.** Lyko Community is a product in the app, with dated usage figures in the report and the Q2 2025 letter. "Community" alone is vague. Name the surface when you mean it.

**Speed without panic.** "Hockey is a fast game AND so is Lyko" sits on the culture page under Impact First. The company moves quickly. Copy should not sound stressed, and it should not promise that every idea ships.

## Register

| Surface | Register |
| --- | --- |
| Shop and brand stories | Warm, spoken, short. Contractions are fine. A wink is fine. |
| Own-brand launches | Specific product, price band, and who it is for. Gleeze is allowed to sound like the feed. Make Up Store is allowed to sound like a craft brand with a past. |
| Culture | The five F's, lived as behavior. Words are not the point. The culture page says so. |
| Press and the annual report | Clear, proud, numeric. Boilerplate can keep its exclamation points when you are quoting it. New sentences written for ads should not pile them on. |
| Investor lines | Targets, margins, and segments. Not playground slang. |

## Vocabulary

```yaml
prefer:
  - word: "beauty playground"
    tier: core
    rationale: "2024 concept line and recurring boilerplate. The public frame for exploration around products."
  - word: "beauty specialist"
    tier: core
    rationale: "Lyko's own category name in press boilerplate and the 2025 report."
  - word: "The Lyko Way"
    tier: core
    rationale: "Named culture system. Five F's. Do not rename it a manifesto or a purpose statement."
  - word: "own brands"
    tier: default
    rationale: "Lyko's term for the portfolio it develops or has acquired. Separate from the external assortment."
  - word: "It's only beauty products."
    tier: default
    rationale: "Culture-page line under Fun. Lowers the stakes without mocking the category."
  - word: "accessible, inspiring, and fun"
    tier: default
    rationale: "The three words in the standing boilerplate. Use them as a set when you are close to that source."
  - word: "Low spend, high vibe"
    tier: default
    rationale: "Gleeze line from the 26 January 2026 release. Gleeze only."

avoid:
  - word: "exhibitor"
    tier: core
    rationale: "Not supported for Cosmoprof. See boundaries.md."
  - word: "pavilion"
    tier: core
    rationale: "Same gap. Do not invent a fair stand."
  - word: "luxury house"
    tier: default
    rationale: "Lyko sells prestige brands and accessible ones. The company voice is a specialist retailer and maker, not a couture house."
  - word: "clean beauty"
    tier: core
    rationale: "Not Lyko's category claim. Sustainability lines are specific and dated. See claims.md."
  - word: "game-changing"
    tier: default
    rationale: "Empty intensifier. Name the product, the date, or the figure."
```

## Punctuation and formatting

```yaml
oxford_comma: yes
headline_periods: no
exclamation_points: "Quote Lyko's own lines when they use them. Do not add new ones for emphasis."
em_dash: "Avoid as a default hinge. Use a period or a comma."
emoji: "The culture page uses a wink once. Do not add emoji to ads or investor copy."
```

## Examples

```yaml
do:
  - "Welcome to your beauty playground. Start with the brands Lyko makes, and the ones it has taken on."
  - "It's only beauty products. Have a go."
  - "Gleeze landed at Lyko on 26 January 2026. Low spend, high vibe. Exclusive to Lyko."
dont:
  - "Lyko unveils its official Cosmoprof pavilion, where seven own brands meet the world."
  - "Unlock a seamless, game-changing beauty ecosystem for the modern consumer."
  - "We are thrilled to announce that Lyko is the greenest beauty destination in Europe."
```

## Shifts by brand

- **Lyko:** playground, assortment, community, The Lyko Way.
- **By Lyko:** practical, hairdresser-born, vegan haircare ambition, budget-respecting. Erika Lyko is the named product voice on the about page.
- **Make Up Store:** "Forever Iconic." Expertise, quality, creativity since 1996. Scandinavian, professional, not slangy.
- **PLY Skin:** "anti-beauty beauty brand." Strength, barrier care, no anti-aging talk. That limit is the brand's own, from the 21 November 2024 release.
- **Gleeze:** feed-native, short, price-honest. Do not make it sound like Make Up Store.
- **Estelle & Thild:** organic, certified. Quiet and material. Do not borrow Gleeze's slang.
- **Scandinavian Soap Factory:** a 2025 own-brand launch. Say "launched in spring 2025." Do not invent a heritage story.
- **Reserol:** science-based, acquired 2024. Do not invent clinical outcomes.