Lyko AB

What Lyko AB does

Lyko AB (legal entity: Lyko Group AB) is a Nordic beauty specialty retailer founded in 1952 and headquartered in Vansbro, Sweden, with 501–1,000 employees and listing on Nasdaq First North. The company sells more than 1,000 third-party beauty brands — spanning hair care (K18, Kevin Murphy, Schwarzkopf Professional, Lanza), skincare (The Ordinary, La Roche-Posay, Beauty of Joseon), makeup (Catrice, Natasha Denona, Gosh Copenhagen), and fragrance (Hugo Boss, Marie-Stella-Maris) — through the consumer-facing lyko.com platform, the B2B-facing Lyko Professional (lykopro.com), a private-label line called 'By Lyko', and a growing physical retail footprint in Norway (four existing stores with a fifth planned at Kvadrat in Sandnes/Stavanger in autumn 2025).

Underlying the retail operation is a three-year, SEK 498.8 million automated warehouse in Vansbro that was completed in April 2026, featuring goods-to-person solutions and integrated robotic picking with stated capacity for up to 100,000 orders per day, designed for further optimization over time. The company also operates an in-house content and video production unit, LYKO Studio, acquired in March 2022 from agency Honesty and located on Södermalm, Stockholm, intended to support content for the 1,000+-brand portfolio and Lyko's own private label.

Lyko's revenue model combines one-time product sales (third-party brands plus higher-margin 'By Lyko' own-brand items), paid sponsored product placements on its marketplace (Hugo Boss, Marie-Stella-Maris), and recurring engagement via the Club Lyko loyalty program (bonus points, email/SMS). Marketing is executed through Lyko Magazine editorial content, the Lyko Creator and LykoStar influencer/ambassador programs, pop-up activations ('Lyko on Wheels' across 10 Norwegian cities), and SEO/seasonal deal campaigns. Customer segments are two: general beauty consumers (primary) and professional hairdressers/salons (secondary) served via Lyko Professional. Geographic reach is Nordic — Sweden, Norway (operationally emphasized), and Denmark. Banking relationships are with Danske Bank and Swedbank via revolving credit facilities that were extended in Q1 2026.

Name

Lyko AB

Legal name

Lyko Group AB

Website

https://lyko.se

Company type

Public

Founded year

1952

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Lyko AB (Lyko Group AB) is a Nordic beauty specialty retailer founded in 1952, operating an omnichannel platform across Sweden, Norway, and Denmark that sells over 1,000 third-party beauty brands plus its own 'By Lyko' private label via e-commerce, physical retail, and a professional hairdresser channel.

Ownership category

akta.pro rank

Product category

Beauty Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940), Retail-Variety Stores (5331)

akta.pro primary industry

Health & Beauty Value Variety Stores (Non-Pharmacy) (CRAEAGAG)

akta.pro secondary industries

Haircare & Hair Color Distribution (CRAOAEAE), Professional/Salon Beauty Distribution (CRAOAEAB), Private Label & Contract/White-Label Beauty Distribution (CRAOAEAO)

Keywords

• Beauty retail
• Online beauty store
• Haircare products
• Skincare products
• Professional salon supplies

Headquarters

HQ city

Vansbro

HQ country

Sweden

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Product Sales (Third-party Brands): Lyko generates revenue through the sale of third-party beauty and personal care brands across categories including hair care, skin care, makeup, and fragrance. The company lists thousands of products from over 1000 brands, with various promotional pricing, combo deals, and discounts offered regularly.
2. Sponsored Product Placements: Lyko features sponsored products on its platform, including brand partnerships where products such as Hugo Boss fragrances and Marie-Stella-Maris items are displayed as sponsored listings, generating revenue through promotional placement fees.
3. Private Label / Own Brand (By Lyko): Lyko sells its own brand products under the 'By Lyko' label, including items such as Lovables The Sunkissed Kit and Lyko Thick Hair Ties. This private label business contributes to revenue with higher margin products.
4. Loyalty Program (Club Lyko): Lyko operates Club Lyko, a customer loyalty club where members earn bonus points on purchases. This drives repeat customer engagement and retention, contributing to recurring revenue through customer lifetime value.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Lyko AB sells beauty and personal care products—including hair care, skincare, makeup, and fragrance—through an omnichannel platform combining the lyko.com e-commerce storefront with physical retail stores in Norway. The assortment spans more than 1,000 third-party brands alongside Lyko's own private-label brand "By Lyko," supported by a separate Lyko Professional site for salons and hairdressers.

Product overview

Lyko AB is a beauty specialist (hair care, skincare, makeup, and fragrances) operating an omnichannel retail platform combining e-commerce at lyko.com with physical retail stores. The company serves over 1000 brands while also offering its own private label brand 'By Lyko'. The product portfolio spans hair care products (K18, Kevin Murphy, Lanza, Schwarzkopf Professional), skincare (The Ordinary, La Roche-Posay, Beauty of Joseon, ACO), makeup (Catrice, Natasha Denona), and fragrances (Hugo Boss, Marie-Stella-Maris). Lyko supports its retail operations with content platforms (Lyko Magazine), a loyalty program (Club Lyko), and influencer collaborations (Lyko Creator).

Differentiator

Problem solved

Functional benefit

Brands

• By Lyko: Private label beauty brand featuring products such as Lovables The Sunkissed Kit and Thick Hair Ties.
• Club Lyko

Products and services

• Lyko.com E-commerce Platform Online retail storefront offering hair care, skincare, makeup, and fragrance products from over 1,000 third-party brands, serving individual consumers across Sweden, Norway, and Denmark with regular promotions, combo deals, and sponsored listings.
• By Lyko Private Label Brand Lyko's own private-label beauty brand including curated kits (e.g., Lovables The Sunkissed Kit) and accessories (e.g., Thick Hair Ties) sold alongside third-party brands for higher-margin contribution.
• Club Lyko Loyalty Program Customer loyalty program where members earn bonus points on purchases and receive newsletters and SMS notifications about offers, campaigns, and promotions, driving repeat engagement and customer lifetime value.
• Physical Retail Stores (Norway) Brick-and-mortar beauty stores in Norway, beginning with the Oslo flagship in autumn 2021 and expanding to five locations including a fifth store at Kvadrat shopping center in Sandnes/Stavanger planned for autumn 2025.
• Lyko Professional (lykopro.com) Separate online storefront at lykopro.com offering professional-grade hair care products targeted at hairdressers and salon professionals, distinct from the consumer-facing lyko.com platform.

Quantifiable outcome

• Warehouse capacity of 100,000 orders per day
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators5 records

Recent moves7 records

Expansion highlights7 records

Direct peers

• Kicks: Leading Nordic beauty specialty retailer with physical stores and online sales of hair care, skin care, makeup, and fragrance. Direct competitor in the same geographies Lyko operates in (Sweden, Norway, Denmark), with a comparable omnichannel format.
• Nordicfeel: Nordic online beauty and wellness retailer shipping across Sweden, Norway, and Denmark. Direct competitor with a comparable Nordic e-commerce footprint and multi-brand assortment strategy.
• Douglas: Europe's largest perfumery chain, operating both brick-and-mortar stores and online across multiple countries. Comparable to Lyko in multi-brand beauty assortment and omnichannel model, though with a heavier perfumery tilt.
• Notino: Largest European online beauty pure-play, selling 1000+ brands across hair, skin, makeup, and fragrance via a multi-country e-commerce platform. Closest comparability to Lyko's multi-brand marketplace model, with continental scale Lyko currently lacks.
• Flaconi: Germany-based online beauty pure-play with curated multi-brand assortment spanning hair, skin, makeup, and fragrance. A direct e-commerce comparable to Lyko's lyko.com storefront.

Emerging players

• Lookfantastic: Online beauty retailer (part of The Hut Group) selling multi-brand beauty, hair, and skincare globally. Comparable in catalog breadth and online-only model, though with a stronger UK/international orientation than Lyko.
• Cult Beauty: Online-only multi-brand beauty retailer focused on indie and premium brands (e.g., SkinCeuticals, Drunk Elephant). Overlaps Lyko's brand-aggregation strategy with similar content-led, online-discovery positioning.

Broad incumbents

• Zalando: Europe's largest fashion platform with a growing beauty category and Zalando Beauty storefront. Adjacent incumbent with the scale and logistics to compete for beauty share Lyko currently serves.
• Sephora: Global omnichannel beauty specialty retailer (LVMH-owned) combining physical stores, e-commerce, and exclusive brand partnerships. Operates as a broad incumbent across categories overlapping Lyko's assortment, with much larger global scale.
• Ulta Beauty: Largest US beauty specialty retailer operating an omnichannel model across beauty, skin, and fragrance. Broadly incumbent comparable illustrating the ceiling of the omnichannel beauty retail model Lyko is pursuing in the Nordics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/lykose
• Facebookfacebook.com/lyko.se
• LinkedInlinkedin.com/company/lyko-se

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lyko AB