Gleeze

Gleeze is a Swedish makeup brand launched on 26 January 2026 by the beauty retailer Lyko Group AB, which operates it through a subsidiary, Valley Beauty Brands AB, based in Stockholm [5][7]. Positioned around the slogan "Low spend, high vibe," it sells low-priced colour cosmetics aimed at younger shoppers who buy and use makeup the way they post on social platforms.

The brand is sold mainly through Lyko's own stores and website, alongside a direct-to-consumer shop at gleezemakeup.com [6]. Being only a few months old at the time of writing, it is an active brand in an early growth phase rather than an established house with a long record.

Gleeze is an own-brand of Lyko Group AB, a publicly listed Nordic cosmetics retailer whose business traces back to a barber shop opened in Vansbro, Sweden, in 1952 and which has been listed on Nasdaq First North since 2017 [9]. The company holds Gleeze under the subsidiary Valley Beauty Brands AB, registered at Sveavägen 53 in Stockholm [1]. No individual founders are credited; the brand was created in-house. Lyko's marketing head for Sweden, Louise Nobel, presented it at launch, and Saga Wikström was named as brand manager [5].

Swedish trade press framed the launch as a strategic move by Lyko to own a brand "born directly from social platforms rather than traditional retail," extending the company beyond its role as a reseller [8].

Gleeze describes itself as a space "where creativity, self-expression and fierce results meet prices you love," made for shoppers who "play with looks, break the rules and create their own trends" [2]. According to the company, makeup here is treated as a form of self-expression rather than "improvement," and the products are built for content formats such as get-ready-with-me clips, transitions and before-and-after videos. Its stated values are summed up as "Confident. Playful. A little extra."

At launch, Louise Nobel said the aim was to give "the next generation a brand that matches how they actually live online – fast, playful and community driven" [5].

The line opened with five products: a Yummy Lip Gloss, Cheeky Blush, Freeze Setting Spray, Grippy Primer and Standout Mascara [5]. The catalogue has since broadened across lips, cheeks, face, eyes and brushes and tools, with items including twisted lip masks, lip balms and setting products. Initial prices ran from roughly 25 to 45 Swedish kronor (about 2.29 to 3.99 euro), placing it firmly in the budget segment. The brand site states that Lyko handles the full chain in-house, "from product development in our labs and manufacturing in our factory in Gothenburg to warehousing and sales" [5].

Gleeze is sold exclusively through Lyko at launch — both lyko.com and physical Lyko stores in Sweden, Norway and Finland — with the retailer's wider e-commerce reaching eight countries [5]. The brand also runs its own direct-to-consumer website at gleezemakeup.com, built on Shopify.

Gleeze is active. Its most recent recorded milestone is the launch itself on 26 January 2026; as a newly introduced own-brand of Lyko Group AB, it had only a short operating history at the time of this article [5].