Overview
Lyko is one of the leading beauty and haircare retailers in the Nordics, selling online at lyko.com and through its app in eight countries, and through around 35 stores in Sweden, Norway and Finland. It sells hair care, skincare, make-up, fragrance and wellness products from a wide range of partner brands alongside its own brands. For a beauty or haircare brand looking at the Nordics, Lyko is one of the most important online retail partners.
Who is behind Lyko
Lyko is a family company founded by Frans Lyko and headquartered in Vansbro, Sweden. It is now led by his grandson, founder and CEO Rickard Lyko, and the founding family owns just over half of the shares. Lyko Group is listed on Nasdaq First North Premier Growth Market in Stockholm. In 2025 net sales were SEK 3,963 million, up 11%, and Lyko welcomed more than 350,000 new customers in the fourth quarter alone. Its Norwegian business passed SEK 1 billion in annual sales.
Online first, with stores
Most of Lyko's sales are online. In July 2025 it switched on new warehouse automation in Vansbro, a project several years in the making that adds capacity for growth. In Sweden, unprompted brand awareness rose from 43% to 49% in 2025, so about every second woman now thinks of Lyko first for beauty. Lyko is also developing its stores, with a new "Fab Store" concept launched in 2025 and new stores opened in 2026. Besides the Nordics, Lyko sells in Germany, Austria, Poland and the Netherlands.
What the shopper sees
Lyko is known for its wide range of hair and beauty brands, its community of engaged customers, and its own brands, which are becoming a bigger part of the business. Lyko keeps adding new global brands and runs its Lyko Lovables concept. It has also offered suppliers insight services based on its customer data.
How brands can work with Lyko
Lyko is a retailer, not an open marketplace. It buys products from brands and distributors and sells them online and in its stores. A brand approaching Lyko should be ready with:
- A strong brand and clear positioning in hair, skin, make-up or wellness.
- EU cosmetics compliance, including CPNP notification and correct labelling.
- Nordic-language product content and strong imagery, since most sales are online.
- Competitive pricing in a market where beauty retailers compete hard on price.
- Marketing support for campaigns, launches and Lyko's community.
- Reliable supply to Lyko's warehouse in Vansbro.
Why Lyko matters for brands
Lyko combines a large online audience across eight countries with growing brand awareness and a store network. A partnership with Lyko can be one of the fastest ways for a beauty brand to reach Nordic shoppers.
How eBrands looks at Lyko
eBrands works with brands on marketplaces and retail channels across Europe and North America, and with our home base in Helsinki we follow Nordic beauty retail closely. If you want to see how Lyko could sit alongside the channels you already use, we are happy to talk it through.
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