Lobey

Lobey is a Czech natural-cosmetics brand based in Brno and owned by LOBEY Laboratories s.r.o., which was entered in the Czech business register on 26 September 2018 [1]. It was started by three friends from the city — Tomáš Plíhal, Milan Krejčí and David Krobot — who came to the project from backgrounds in cosmetics development, quality and marketing [2]. The brand sells skincare, body and hair care direct to consumers, and remains active: the company registry lists it as still trading, and the founders marked the brand's fifth anniversary in 2024 [1].

By the founders' account, Lobey grew out of a practical frustration. The three set out to make products after struggling to find natural cosmetics that were both safe and genuinely effective, a gap they describe as affecting ecologically minded women and mothers-to-be in particular [3]. According to retellings of the brand's story, the immediate impulse came when David Krobot's wife was pregnant and the group could not find products they trusted [2].

The company was registered in 2018 as LOBEY Laboratories s.r.o., at an address on Holandská in Brno, with Krejčí, Krobot and Plíhal all listed as managing directors from the outset; Plíhal's directorship is recorded as running until April 2024 [1]. In later company profiles the three are described in operational roles — Krobot as chief executive and co-owner, Krejčí in operations, and Plíhal as chief technical officer and co-founder [4].

Lobey develops and produces its own cosmetics and presents itself as a maker of "natural cosmetics that really works," emphasising what it calls a combination of strong active ingredients and gentleness to the skin [1]. The range spans face care (cleansers, toners, serums, creams and masks), body care (oils, creams, peels and deodorants) and hair care, alongside a supplements line sold under the YOBELI name and dedicated lines for men, babies, children and pets. Featured products include a cleansing foam, a make-up remover milk, night creams and an AHA peel, plus collagen and "greens" supplements.

The company frames its formulating philosophy around proven efficacy without "cheap and irritating ingredients," and says it provides plain, human-readable ingredient descriptions for each product [1]. It sells chiefly through its own online stores; its international site lists Germany, Czechia, Austria, Slovakia and the United States as core markets, and the brand also reaches Nordic shoppers through retailer listings.

Lobey positions itself within clean-beauty conventions. The company states its products are natural, vegan and not tested on animals, and a third-party brand directory reports that its raw materials are certified organic [5]. Lobey also describes a packaging approach built on reuse and recycling, saying it offers refills and uses materials such as glass, bamboo wood and recycled plastic [5]. The brand summarises its aim as making products "without chemicals, without unnecessary impact on the environment" [3].

On the efficacy side, Lobey says its products are dermatologically tested and suitable for sensitive skin, and lists "clinically proven" and "verified by dermatologists" among its stated values; the specifics of that testing are not detailed in the available sources.

Lobey remains an operating direct-to-consumer business. The Czech company registry records LOBEY Laboratories s.r.o. as still active, with 25 to 49 employees, and the brand reports having served more than 100,000 customers. A logistics partner's case study credits the company with growing annual turnover from zero to about 5 million euros within its first three years [3]. The most recent clearly dated activity in the available sources is a founders' interview published for the brand's fifth anniversary in 2024 [6].