Dot and Key Business Growth: What started as a passion project between a husband and wife has now blossomed into one of India’s most exciting homegrown skincare brands, clocking an impressive ₹198 crore in revenue in FY24.
Behind this flourishing venture are Suyash Saraf and Anisha Saraf, the dynamic duo who dared to dream differently in a saturated market.
Their story is not just about building a brand—it's about building a vision, a life, and a legacy together.
From Living Room Conversations to Beauty Shelves Nationwide
Anisha, a marketing professional with a deep love for clean beauty, found herself frustrated by the lack of science-backed skincare options tailored to Indian skin types. Suyash, an IIM grad with a strong understanding of business strategy, was the perfect partner to bring her vision to life.
Together, they co-founded Dot & Key in 2018 with a mission to offer dermatologically tested, cruelty-free, and targeted skincare rooted in science, not fads.
What began as a small D2C (Direct-to-Consumer) brand quickly caught fire, thanks to their clever marketing, sleek pastel-packaged aesthetics, and problem-solving formulas—from acne-fighting serums to hydration-packed creams.
The Business of Skin and Love
What sets Anisha and Suyash apart is how they managed to keep both their relationship and their revenue thriving. Building a brand with your spouse isn't easy, but this duo has cracked the code: division of strengths.
While Anisha leads product development and branding, Suyash drives growth, partnerships, and operations. Their shared vision but distinct roles have allowed Dot & Key to maintain creative coherence and business agility.
They also attribute their success to being "emotionally invested but professionally detached", ensuring personal disagreements don’t spill over into boardroom decisions.
The Turning Point: Acquired by the Parent of Mamaearth
In 2021, Dot & Key made headlines when it was acquired by Honasa Consumer Pvt. Ltd., the parent company of Mamaearth. This move allowed the brand to scale faster, reach offline shelves, and expand its product categories while maintaining its indie vibe.
The acquisition didn’t dilute their voice. Instead, it amplified it. With Honasa’s backing, Dot & Key was able to reach a wider demographic, improve supply chains, and up its marketing game. The results? A whopping ₹198 crore in revenue in FY24—more than double the previous year.
What Makes Dot & Key a Cult Favorite?
Viral Products: Their CICA sunscreen and Vitamin C serum are internet favourites.
Clean Beauty Promise: No parabens, no sulfates, no noise.
Affordability: Mid-range pricing that appeals to Gen Z and millennials.
Gen Z Savvy: Their marketing is fresh, fun, and platform-native (think Insta, YouTube shorts, and beauty influencers).
In a culture where power couples are often synonymous with film or politics, Anisha and Suyash are rewriting the narrative—success in skincare, soulmates in strategy. Dot & Key is no longer just a startup; it's a symbol of modern Indian entrepreneurship, where love, logic, and lifestyle come together.
