lyko.se
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Lyko: The Beauty Tech Giant You've Never Heard Of
A $35M revenue, 798-employee powerhouse quietly dominating Nordic beauty e-commerce
While Western investors obsess over DTC beauty brands, a Swedish behemoth with 798 employees and $35M in revenue operates under the radar. Lyko isn't just selling shampoo—it's building a data-driven beauty ecosystem that makes Sephora look traditional.
"Lyko isn't competing on brand—it's competing on infrastructure. Their real product isn't beauty; it's distribution."
The Trust Paradox
With 16,353 Trustpilot reviews and a mediocre 2.6-star rating, Lyko reveals a fascinating paradox: scale often comes at the cost of perfection. While boutique beauty retailers obsess over 5-star curation, Lyko's volume strategy suggests they're playing a different game—prioritizing market reach and product breadth over flawless individual experiences. This isn't a bug; it's a feature of their aggressive expansion model.
The Tech Stack Betrayal
Lyko's technology stack tells a story of pragmatic scaling over innovation. They rely on proven, off-the-shelf solutions: Tailwind CSS, Bootstrap, Google Analytics, Zendesk, and reCAPTCHA. No flashy AI, no custom-built platforms. This isn't a tech company pretending to be a beauty retailer—it's a beauty retailer ruthlessly efficient with its tech spend. Their PWA (Progressive Web App) implementation signals mobile-first thinking, but the absence of cutting-edge tech suggests they're optimizing for conversion, not innovation.
The company's leadership team reveals its operational DNA: a CTO, a Chief Sales European Markets officer, and heads of Business Intelligence, Replenishment, and Customer Relations. This isn't a founder-led beauty startup—it's a data-driven, operations-heavy machine. Elisabeth Stenerfelt managing replenishment and Daniel Wikar overseeing business intelligence signal that Lyko's moat isn't brand storytelling; it's supply chain efficiency and inventory optimization.
- Multi-market European expansion (European Markets role indicates cross-border ambitions)
- Replenishment-first operations (dedicated head suggests subscription/retention focus)
- Data-centric decision making (business intelligence leadership at C-suite level)
- Community-driven commerce (Lyko Community terms page hints at UGC strategy)
The Unsexy Beauty Empire
Lyko proves that in e-commerce, infrastructure beats branding. They're not building a cult following—they're building a distribution network that happens to sell beauty products. For investors and founders, the lesson is clear: in saturated markets, operational excellence trumps brand mystique. Lyko's 2.6-star rating isn't a failure; it's proof they're playing a volume game that most boutique brands can't touch.
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Hitta hårvårdsprodukter och hudvård online till bra priser | lyko.com
Lyko ger dig allt inom skönhet online. Hos oss kan du beställa skönhetsprodukter till riktigt bra priser och med fri frakt.
Hitta hårvårdsprodukter och hudvård online till bra priser
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LYKO
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Reviews (20)
Despite all the negative reviews
Despite all the negative reviews, I had a good experience with Lyko, ordered Sunday, goods arrived on Wednesday, in Germany.
Got a refund and kept the perfume !
Recently I ordered a perfume from the store. A small amount of perfume was missing from the bottle but it wasnt their fault because the packaging was sealed. Propably a factory problem. They refunded me the whole amount of money and I kept the perfume. Very good service.
Hello Athi! 😊 Thank you for sharing your experience 🤍 We are delighted to hear that everything went smoothly and that you are satisfied with the assistance you received. This means a lot to us! Thank you very much for your review – and you are most welcome to return whenever you wish to treat yourself to something new with us 💌 We wish you all the best! // Linnea, LYKO Customer Relations
Awesome experience
I bought from their website a few times, very quick shipping times, customer service fast and helpful ☺️
Hello Amanda! 😊 Thank you for your kind feedback 🤍 We are delighted to hear that you have had a positive experience with us – both with our deliveries and customer service. We really appreciate it! You are very welcome to come back whenever you want to order something again 💌 Have a great day! // Linnea, LYKO Customer Relations
I have ordered creams on Lyko website…
I have ordered creams on Lyko website for the 1st time. Had a good experience on their website, got very good deal on Lumene. Product delivered 2 days after an in a good packaging. Will order there again.
Hello Lana 😊👋 We’re so happy to hear that your first experience with us went smoothly and that you found a great deal! Thank you for your kind words — we’re thrilled that your order arrived quickly and safely. We can’t wait to have you shop with us again soon 🤍📦 Have a nice day! // Emma, LYKO Customer Relations
Incredible service
I’ve ordered from them multiple times and their delivery times are just incredible. They get on your order directly and are fast to ship it! My recent package was “delayed” from an issue with the postal service and it still arrived in 2!!! Days! They really prove that fast deliveries can be made. I could buy have bought my recent order from the local shop 20 minutes from me, but chose Lyko as their customer service is just incredible. I never write reviews but I definitely had to give them the review they deserve.
Hi Tilde! 😊 Thank you so much for your kind review 🩷 We’re thrilled to hear that you appreciate both our fast deliveries and our customer service. It means a lot that you chose us over your local store. We’re always working to make your experience as smooth as possible, and it really warms our hearts that you took the time to share your thoughts! We look forward to helping you with your future orders! 📦 Take care! 💌 // Linnea, LYKO Customer Relations
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About lyko.se
Lyko ger dig allt inom skönhet online. Hos oss kan du beställa skönhetsprodukter till riktigt bra priser och med fri frakt.
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Technology Stack
lyko.se uses 12 technologies across their website including HSTS, reCAPTCHA, Cookiebot, Zendesk, and more.
Security
HSTS, reCAPTCHA
Privacy & Consent
Cookiebot
Customer Support
Zendesk
Analytics & Marketing
Google Tag Manager, Google Analytics
Web Standards
PWA
Build Tools
Vite
Traffic & Audience
lyko.se receives approximately 2.1K monthly visitors and ranks #9,274,580 globally. The website has a bounce rate of 100% with visitors viewing an average of 1.0 pages per visit. Users spend an average of 0:00 on the site.
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