Dot & Key, founded in 2018 by Suyash and Anisha Saraf, has emerged as a standout player in India's crowded skincare landscape. The turning point came in September 2021 when Nykaa acquired a majority stake, first 51%, later increasing to 90%, fueling a high-speed scale-up.

With Nykaa's backing, the brand re-strategized, repositioned, and repriced its products to appeal to a broader audience especially outside India's metros. As a result, its annualized GMV has surged past ₹750 crore, with profitability achieved by early 2023.

Dot & Key’s edge lies in its nimble innovation pipeline, accurate trendspotting, and expansive omnichannel presence from marketplaces like Nykaa, Amazon, Blinkit, and Myntra to over 170 Nykaa physical outlets. A reliable 3PL partner, Emiza, helped slash order processing time from 48 to 24 hours and returns turnaround from seven to four days.

Their success is rooted in blending fast logistics, trend-savvy product development, and deep market penetration beyond Tier I cities setting skies as no limit for Dot & Key’s growth trajectory.