A husband-wife duo from Kolkata has started a skincare brand called Dot & Key since 2018. This pair has made this D2C brand a household name now. With a turnover of over 198 crore in 2023, Dot & Key has been a huge success.
The Founders’ Journey: Suyash and Anisha Saraf
The story of Dot & Key began when an avid swimmer, Anisha Saraf, noticed a need for pre-swim skincare products in the market. She, along with her husband, Suyash Saraf, decided to start a skincare business to cater to all those suffering from these skin problems. They bootstrapped their venture with an initial investment of approximately Rs 3 crore, and their company became profitable in the year 2023.
Dot & Key’s Unique Value Proposition
The brand’s mission is to find the missing “dots” in skincare routines and provide “keys” to address them. Clean and safe formulations with natural ingredients, like fruits, are Dot & Key’s USP. Their unique value proposition lies in their problem-solving products. For example, they developed a hand cream with sanitizer, seeing its use in the market. These innovative products have started to gain recognition from beauty enthusiasts, which has helped build more trust among consumers. Their consumer-centric approach, with the use of high-quality ingredients, has allowed them to establish their presence in this competitive market.
Dot & Key’s Online Presence
The startup has done incredible marketing through social media, reaching the right audience, which has helped them grow their business manifold. They are using platforms like Instagram and YouTube to educate consumers about their products and ingredients, which increases the brand’s authenticity. They launch products pretty often and make several offers to keep consumers attached to them. Dot & Key is available on almost all e-commerce platforms.
A huge step in the process
Nykaa, a beauty and fashion e-commerce platform, took control over Dot & Key Wellness Private Ltd. in 2021, announcing a 51% stake in the company. It has successfully expanded into the nutraceutical space under the brand “IKWI.” It has now gained recognition from dermatologists as well. As the brand continues to grow, it’s likely to keep shaking up the skincare segment with its innovative products and customer-focused strategy.
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