It started with a tan.

Back in 2018, Anisha Saraf—an avid swimmer—was struggling to find a sunscreen that could survive chlorine and sun.

The shelves were full of “natural”, “fruity”, “SPF-packed” promises. But none actually worked.

So, like every great D2C story, she built her own.

With her husband Suyash (an FMCG veteran), Anisha founded Dot & Key.

Fast-forward to today, the Kolkata-based brand serves over 60 Lakh customers, has crossed ₹198 Cr in annual revenue, and is on track to hit ₹350 Cr soon.

But this isn’t a story about moisturisers.

It’s about momentum.

Dot & Key Influenced Everything From Instagram To Amazon miniTV

Dot & Key didn’t wait for influencers to knock.

Instead of going big-budget with celeb billboards, Dot & Key went where the scrolls never end—Instagram and Amazon miniTV. But this wasn’t your generic hashtag game. Their influencer campaigns are so well-orchestrated they could be taught in a B-school class.

Take their #BreakUpWithAcne campaign.

Aashna Shroff, Debasree Banerjee, Dolly Singh, Ritvi Shah—the skincare Avengers—teamed up to drop content bombs: testimonials, tutorials, before-afters, and Q&As.

But the best part? No filters.

Just real skin, real results, and real people saying, “Cica works, y’all.” On Amazon miniTV, they didn’t just run ads. They took over shows.

They sponsored hits like Jamnapaar and Badi Heroine Banti Hai, integrating Dot & Key into the plotlines like a cameo that sells out in 5 minutes. The result?

🔥 84 Mn+ impressions

🔥 95% video completion rate

🔥 65% jump in Amazon search volume

🔥 100% increase in detail page views for sunscreen & moisturiser

The Right Mix → Make Every Influencer Reel Binge-Worthy

Dot & Key’s influencer strategy isn’t about reach. It’s about relatability.

They mix micro, nano, and macro creators. Why?

Because macro influencers build buzz. Micro creators build trust. And dermatologists build credibility.

They also take the long view.

Instead of chasing one-time sales, they co-create content that educates.

Think Q&A sessions on serums. Skincare routines that actually include their products. Ingredient explainers that demystify acids and actives.

This isn’t product placement. It’s product relevance.

And it’s worked—Dot & Key’s campaigns have directly boosted search volumes, brand recall, and consideration. During one of their miniTV integrations with Amazon, brand recall jumped 65%, and page views in their category doubled.

A Loyal Community > One-Time Audience

If the Dot & Key Instagram page feels like your skincare BFF, that’s by design.

It’s fun. It’s fruity. It’s filled with memes, routines, testimonials, and comments that get responses in minutes. Shanaya Kapoor, their Gen-Z ambassador, feels less like a celeb and more like a friend who shares her skincare hacks.

Behind this is a powerful content loop—feedback from the community shapes R&D. A sun stick isn’t launched until they test 60+ prototypes.

Launch videos are tested with creators before going live. And product reviews directly influence what stays on shelves.

The Next Step → Gratification For Dot & Key Buyers!

During last Diwali, Dot & Key scaled operations in real-time, deploying extra staff to meet surging demand.

Return processing time dropped from 7 days to 4.

SLA compliance rose from 90% to 98%.

And they expanded from 1 warehouse to 4 across regions—all without slowing down customer delight.

That means 60% of their orders now ship within a day, just in time!

Why Nykaa Took 90% Of The Dot & Key Pie! 

In 2021, Nykaa acquired 51% of Dot & Key. By September 2024, they bought another 39%, taking total ownership to 90%.

Why?

Because Dot & Key didn’t just have revenue. They had resonance.

Nykaa’s founder Falguni Nayar summed it up: “They have a differentiated assortment and clutter-breaking packaging.”

But what Nykaa really saw was a scalable brand with:

🔹 A Gen-Z-first community

🔹 Social-proofed products

🔹 Science-backed formulations

🔹 And a deeply profitable engine

Dot & Key was already one of the few D2C brands to turn profitable by Q4 FY23. Post-acquisition, it kept its startup agility while gaining the scale muscle of India’s largest beauty platform.

In a market crowded with clean, conscious, curated skincare, Dot & Key stood out by being the most joyful. The most thoughtful. And the most human.

And that’s why Nykaa didn’t just acquire Dot & Key. They acquired the next playbook for building beauty at scale.