Dot & Key: The Skincare Secret That Young India Swears By
Dot & Key, the skincare brand founded by Suyash Saraf and Anisha Agarwal Saraf, is officially a big deal in India’s beauty scene. For the financial year 2024-25, the brand posted a GMV of Rs 910 crore—and honestly, that’s massive, especially in a market that’s heading toward a $28 billion opportunity by 2030.
ALSO READ: Why Switching to an EV Might Be the Best Move for Your Family
From Rs 1 Crore to Rs 910 Cr
What’s even more impressive is how their net sales value jumped from Rs 246 crore in FY24 to Rs 529 crore in FY25, a 115% increase. Clearly, people are loving what they’re putting on their faces.
So, what’s the magic? Dot & Key started in 2018 with just Rs 1 crore and no external funding for the first few years. The founders spotted gaps in the Indian skincare market—lots of brands promising “natural” or “ayurvedic” solutions but delivering very little. Their answer? Products that actually work, made with transparency and clean ingredients. Millennials and Gen Z consumers, in particular, have taken notice.
The brand’s lineup covers everything from moisturisers and sunscreens to lip balms and serums for issues like dullness, hyperpigmentation, and barrier repair. And they’ve managed to turn a profit too. Their EBITDA margins jumped to 14% in FY25, compared to -18% in FY22—a turnaround most startups would envy.
The founders credit their growth not to chasing trends but to sticking to solving real problems. “We want to walk the talk,” they told Inc42. And in an ecosystem filled with lofty claims and pseudoscience, that authenticity seems to have struck a chord.
From a small seed of Rs 1 crore to a powerhouse in just seven years, Dot & Key is proving that honesty, quality, and consistency can win big in India’s fast-growing skincare market.