Ever had a skincare problem you just couldn’t find the right product for?
Anisha Saraf, dot and key founder did. But instead of giving up, she started a brand to fix the problem and today, it’s one of India’s most popular skincare brands.
Curious how it all started?
How Dot & Key Skincare Brand Started?
Anisha Agarwal Saraf, the founder of Dot & Key, faced this problem while swimming. She loved swimming and cared about skincare, but she had one big problem:
“She couldn’t find a sunscreen that actually worked during her swim sessions.”
Most sunscreens were either too oily, washed off quickly, or simply weren’t made for Indian skin and climate.
This frustration of the dot and key founder was at peak. Why wasn’t anyone making skincare that actually worked for unique, everyday concerns faced by Indian consumers?
Then she thought: Why not create a product that actually works?
And that’s how the idea for Dot & Key began.
But Wait, Is Dot and Key Indian Brand?
Yes, Dot & Key is an Indian brand. It was founded in 2018 and its headquartered in Kolkata, West Bengal. The brand is founded by the husband-and-wife team Anisha Agarwal Saraf and Suyash Saraf.
About Dot and Key Founders
The brand is founded by “a husband-and-wife duo” Anisha Agarwal Saraf and Suyash Saraf. Anisha, with a background in chemistry and food technology, leads product development, R&D, and branding. Suyash, with experience in real estate finance and entrepreneurship, manages business strategy, marketing, and operations. Together, they turned a personal skincare need into one of India’s fastest-growing beauty brands.
Meet Anisha Saraf
Anisha studied chemistry and food technology, and her family was already in the cosmetics business. She takes care of product creation, research, packaging, and branding for the brand.
So, she started working on product samples herself. But to make it a real business, she teamed up with her husband, Suyash Saraf.
Meet Suyash Saraf
Suyash came from a background in real estate finance and entrepreneurship. He handles business strategy, marketing, finances, and daily operations.
Together, they launched Dot & Key:
The name stands for the “dot” (problem) and the “key” (solution). The idea hit when Anisha, Dot and Key founder realized a gap in the Indian skincare market for global-quality products that meet the Indian needs.
Initial Investment Behind Dot & Key
Dot and Key Founders didn’t take money from anyone else. They used their own savings of about ₹3 crore to get started. The brand initially launched 16 unique products, which includes a pre-swim sunscreen, clay masks, and spot correctors. Then, they started marketing by giving samples to friends, gathered their feedback, and kept making the products better.
Nykaa Joins Hands with Dot & Key – Current Dot and Key Owner
Dot & Key became so popular that it caught the attention of Nykaa, India’s largest beauty e-commerce platform.
In October 2021, Nykaa bought 51% of the company and by 2024, it increased its share to around 90%.
As currently, Nykaa holds 90% of stake in Dot & Key, it
This partnership gave support to Dot and Key founders and helped the brand grow faster by
- Giving them better marketing support,
- A stronger supply chain, and
- Chance to sell in offline stores with Nykaa’s help.
Who is the Dot and Key Owner?
Dot & Key was founded in Kolkata, India, by husband and wife Anisha Agarwal Saraf and Suyash Saraf, who built the brand as founders.
In October 2021, Nykaa acquired a 51% stake in Dot & Key, marking its first acquisition in the D2C skincare brand. By 2024, Nykaa’s ownership had grown to approximately 90%.
Accordingly, the current Dot and Key owner is Nykaa. However, the founders Anisha and Suyash still lead the brand’s product development and creative direction.
Who is Dot and Key CEO?
Currently, there is no official “CEO” at Dot & Key. However, Suyash Saraf, the co‑founder, plays a leadership to CEO role by overseeing business strategy, marketing, finance, and daily operations.
Business Model of Dot & Key Skincare
Dot & Key follows a D2C (Direct-to-Consumer) business model. They use a consumer-led product development cycle as follows:
| Step | Description |
| Consumer Insight | Dot & Key listens to real users by collecting feedback through DMs, surveys, and online comments. |
| Research & Development | They work with chemists and dermatologists to create several versions/prototypes of each product. |
| Testing Phase | Their products are tested by over 1,000 people in small groups. |
| Feedback Phase | Based on their feedback, the brand improves things like texture, smell, and packaging before launching the final product. |
Distribution Model
Dot & Key uses a hybrid distribution model, which means they sell both online and offline as follows:
| Channel | Details |
| D2C Website | Primary distribution channel is their own website (https://www.dotandkey.com/), where users directly login, add to cart and buy products. |
| Marketplaces | They also sell on online marketplaces such as Amazon, Nykaa, Flipkart, and Myntra to reach a wider network. |
| Offline Retail | After Nykaa bought stake, their products are also available in Naykaa’s physical stores. |
How Dot & Key Makes Money (Revenue Sources)
- Product Sales: Their regular range of skincare, body care, and health supplements are the main revenue stream line.
- Kits & Combos: The brand offers special skincare kits that are suitable for gifting or festival seasons.
- Repeat Customers: They have products like barrier repair creams and hydrating gels that people use regularly, encouraging customers to buy again and stay loyal.
How Dot & Key Make Products (and Why People Love Them)
Dot & Key stands out in the crowded skincare space because they have followed unique steps that have helped Dot & Key grow quickly and build a loyal community of happy users.
- Tackling Real Skin Problems:
The brand focuses on creating products for specific issues like pre-swim sun protection, dark spots on elbows and underarms, and skin barrier repair. Such types of problems usually many brands don’t address.
- Listening to Customers:
Every product is tested by over 1,000 real users before it launches. Their purpose is to keep improving based on user feedback so that they can offer exactly what customers need.
- Education Over Ads:
The brand publishes various skincare tips, videos, and real customer stories to help people understand their skin better.
- Bright and Fun Packaging:
They have colorful and fruit-inspired designs packaging that attracts users.
Biggest Fears and Challenges Faced by Dot and Key Founders?
The biggest fear of dot and key founders was failure. What if the products didn’t work or customers didn’t like them. But the founder kept going by reminding, “Just take the first step.”
The major challenge was that the dot and key founders had no experience in skincare. Suyash said, “We didn’t even know what category sizing meant.” Starting without industry knowledge was tough.
Also, the dot and key brand origin is in Kolkata, far from India’s main startup cities like Delhi, Bangalore, and Mumbai. This made it hard to find good talent and manage deliveries.
What kept them going was the positive feedback from customers. It showed their work was making a difference.
Dot & Key Bestselling Products
Some of Dot & Key’s most loved and best-selling products that became trendy and Instagrammable and also loved by real users with dermatologist support include:
- Vitamin C + E Super Bright Moisturizer
- 72 HR Hydrating Gel with Hyaluronic Acid
- Cica + Niacinamide Spot Reduction Serum
- Watermelon SPF 50 Sunscreen
- Underarm Detox & Brightening Mask
- Barrier Repair Cream with Ceramides
Where Dot and Key Owners Are Today
Dot & Key started with just 2,500 units. Now, they ship thousands of products every month, and made ₹198 crore in FY24.
They’ve come a long way from that one sunscreen idea.
But what’s most impressive?
Dot and Key founders stayed committed to their mission: solve real skincare problems, in fun and effective ways.
Advice for New Entrepreneurs by Anisha, Dot and Key Founder
People will try to hold you back and tell you to play it safe. Don’t listen to them; keep pushing yourself to prove them wrong.
Believe in yourself and take control of your life. The most important thing is to just start. Take those first steps, no matter how tough it is.
You will face fears, challenges and doubts at every step, but if you trust your idea, your product, and yourself, you can make your dream happen.
Remember: if you don’t start, you can’t fail. And if you don’t fail, you won’t learn. So start now!
Frequently Asked Questions
1. Is Dot & Key an Indian brand?
Yes, Dot & Key is an Indian skincare brand. It was founded in 2018 and is headquartered in Kolkata, West Bengal. Today, it is one of the most popular skincare brands catering the unique needs of Indian skin.
2. Is Dot & Key Indian brand or from another country?
Dot & Key is an Indian brand that focuses on clean and effective skincare products. Their products are developed for Indian skin tones and climate. It was started by Anisha and Suyash, Dot and Key owners, Indian entrepreneurs with a passion for solving local skincare problems.
3. Dot & Key is from which country?
Dot & Key is from India, specifically based in Kolkata, West Bengal.
4. Who is the founder of Dot & Key?
Dot & Key was co-founded by the husband-and-wife duo, Anisha Agarwal Saraf and Suyash Saraf. Anisha manages product development, while Suyash manages business strategy.
5. Who is the owner of Dot & Key?
Nykaa, dot and key owner currently owns about 90% of Dot & Key after acquiring a majority stake. The founders, Anisha and Suyash Saraf, still actively lead the brand’s creative and product vision.
