1. The business mainly operates in Finland, focusing on selling locally manufactured Finnish hair care products, including shampoo, conditioners, and styling products. 2. Within e-commerce, it is in the niche market of Finnish local hair care products, with competitors including other Finnish hair care brands or the Finnish e-commerce channels of international hair care brands. 3. The brand keywords on the official website are "Sumilayi" or "Sumilayi.fi".