What Lyko does

Lyko is a Swedish omnichannel specialty retailer focused on hair care, skincare, makeup, and fragrance, serving individual consumers and salon clients in the Nordic market. The company aggregates more than 1,000 brands and over 55,000 products onto its e-commerce platform lyko.com, supported by an iOS/Android mobile app and a network of more than 25 physical retail stores across Sweden. Each physical location includes a Studio by Lyko full-service salon offering cutting, coloring, hair extensions, treatments, and ear piercing, creating a hybrid retail-and-services model that supports product cross-sell and footfall.

The core technology stack is a proprietary e-commerce and mobile commerce platform with integrated payment processing through partner Qliro AB, e-commerce platform development support from Avensia AB, and consumer-facing features including the Beauty Scan hair and skin analysis tool, the Club Lyko loyalty program, and the Lyko Community social platform for user-generated reviews and looks. The company also operates Lyko Professional (lykopro.com), a separate B2B platform serving professional stylists, and a private-label brand called By Lyko.

Lyko monetizes through unit-priced product sales (range approximately 50 kr to over 500 kr, with combo-deal discounts of 15-30%), professional salon services, and B2B supply to professional stylists, supplemented by private-label margin. The company is publicly listed on Nasdaq First North under ticker LYKO with Avanza Bank as Certified Adviser and analyst coverage from six institutions, with Lyko Group AB as the parent entity and Lyko Sverige AB and Lyko Operations AB as wholly-owned subsidiaries.

Name

Lyko

Legal name

Lyko Group AB

Website

https://lyko.com

Company type

Public

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Lyko is a Swedish omnichannel specialty retailer of hair care, beauty, skincare, and fragrance products, serving individual consumers and salon clients through lyko.com, a mobile app, 25+ retail stores with integrated Studio by Lyko salons, and a B2B Lyko Professional division.

Ownership category

akta.pro rank

Headquarters

HQ city

Vansbro

HQ country

Sweden

HQ region

Europe

Offices25 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. E-commerce Product Sales: Online retail sales of hair care, beauty, skincare and fragrance products to consumers through lyko.com and mobile app
2. Physical Retail Store Sales: In-store sales of hair care and beauty products at Lyko's 25+ physical store locations across Sweden, including Studio by Lyko salon services
3. Professional Salon Services: Full-service hair salon services including cutting, coloring, hair extensions, treatments offered at Studio by Lyko in physical stores

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Lyko operates an omnichannel beauty and hair care retail business, selling over 55,000 products from 1,000+ brands through its lyko.com e-commerce site, the Lyko mobile app, and 25+ physical stores across Sweden. The company supplements product retail with full-service hair salon services (Studio by Lyko) co-located within its physical stores, a separate professional platform for stylists (Lyko Professional), and a private label brand (By Lyko).

Product overview

Lyko is a Nordic e-commerce and retail company specializing in hair care and beauty products. The core offering is Lyko.com, an online marketplace featuring over 55,000 beauty and hair care products from 1,000+ brands, complemented by the Lyko App for mobile access. Lyko operates its own private label brand By Lyko, a loyalty program (Club Lyko), and a social community platform (Lyko Community). The company also maintains over 25 physical stores across Sweden, each featuring Studio by Lyko full-service salons. A professional division (Lyko Pro) serves hair professionals. Key product categories include hair treatments, leave-in conditioners, skincare, makeup, and fragrances. The company is listed on First North with Avanza as Certified Adviser.

Differentiator

Problem solved

Functional benefit

Brands

• Lyko Professional: Separate website platform (lykopro.com) offering professional hair care products for professional stylists and salons.

Products and services

• Lyko Online Store (lyko.com) Lyko's primary e-commerce storefront offering over 55,000 hair care, beauty, skincare, makeup, and fragrance products from 1,000+ brands to Swedish consumers, with customer reviews, free shipping above 300 kr, and combo deal discounts.
• Lyko Mobile App Mobile application for iOS and Android providing on-the-go access to Lyko's product catalog, account management, and Lyko Community features for Swedish beauty consumers.
• Studio by Lyko Salon Full-service hair salon concept embedded within Lyko physical stores, offering hair cutting, coloring, hairstyling, hair extensions, wash and blow-dry, hair treatments, and ear piercing services, featuring products from nearly 50 professional hair care brands.
• Lyko Professional (lykopro.com) Separate B2B platform at lykopro.com offering professional hair care products to professional stylists and salons.
• By Lyko Private Label Brand Lyko's own private label brand offering beauty accessories and products such as Thick Hair Ties, sold through lyko.com, mobile app, and physical stores.
• Lyko Physical Retail Stores Over 25 physical retail store locations across Sweden (including Stockholm, Gothenburg, Malmö, Örebro, and others) where customers can purchase hair care, beauty, skincare, makeup, and fragrance products in person, with each location featuring a Studio by Lyko salon section.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Qliro ABcoreTechnology or IntegrationPayment service provider handling Lyko's checkout and payment processing. Qliro AB provides the payment infrastructure for Lyko's e-commerce transactions and is noted as having some accessibility issues being addressed jointly.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Zalando: Zalando is a major European online fashion and lifestyle platform that has expanded into beauty. While not a beauty specialist, it competes for the same online beauty basket in the Nordics and benefits from broader scale advantages in logistics and brand partnerships.

Broad incumbents

• Amazon: Amazon operates the largest global e-commerce marketplace with an extensive beauty and personal care category. It is an indirect but powerful competitor to Lyko's online catalog, particularly on price, assortment depth, and delivery speed for non-professional beauty SKUs.
• Sephora: Sephora is the global multi-brand beauty specialty retailer with a broad portfolio of stores, e-commerce, and own-brand lines. While it operates at a much larger scale and broader geographic footprint, it competes with Lyko on the same multi-brand beauty specialty model and customer experience expectation.
• Ulta Beauty: Ulta Beauty is the largest US beauty specialty retailer, combining mass, prestige, and salon products with in-store salon services under one roof. Its model of integrating retail and salon services is structurally similar to Lyko's Studio by Lyko + multi-brand retail concept.
• Sally Beauty Holdings: Sally Beauty is a global specialty retailer and distributor of professional beauty products, with both retail stores and a professional wholesale arm (BSG). It is comparable to Lyko's hybrid consumer (Studio by Lyko / retail) and professional (Lyko Professional) distribution model for beauty supplies.

Direct peers

• NordicFeel: NordicFeel is an online beauty and hair care retailer operating primarily in Sweden and the Nordics. It overlaps with Lyko's e-commerce catalog of multi-brand beauty products, professional haircare brands, and direct-to-consumer delivery model, serving a similar price-sensitive beauty shopper.
• Cult Beauty: Cult Beauty is a UK-based online multi-brand beauty specialist with deep editorial content and a focus on discovery-led shopping. It mirrors Lyko's combination of broad assortment, content marketing via Lyko Magazine, and community-driven engagement.
• Kicks: Kicks is the leading Nordic beauty and hair care specialty retailer with both e-commerce and physical stores across Sweden, Norway, and Finland. It is the closest direct competitor to Lyko in the Nordic market, operating a comparable omnichannel model selling multi-brand cosmetics, hair care, and skincare.
• Space NK: Space NK is a UK-based multi-brand beauty specialty retailer combining physical stores and e-commerce with a curated assortment of premium and emerging beauty brands. It is directly comparable to Lyko's premium positioning within the multi-brand beauty specialty retail category.
• Beauty Bay: Beauty Bay is a large UK online beauty retailer offering a wide assortment of haircare, skincare, and makeup from thousands of brands. It is comparable to Lyko's e-commerce-first catalog breadth and audience of beauty enthusiasts seeking wide selection online.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/lykose
• Facebookfacebook.com/profile.php

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Lyko