Dot & Key expands product lines, tailors offering to post-pandemic consumers
Skincare brand Dot & Key has adapted its offerings to the needs of post-pandemic consumers following its acquisition by Nykaa and has expanded its product lines centring around health and salon-like experiences.
The brand launched three new products to expand its 'Cica' range this week, a toner, a clarifying spray, and a cleanser, to offer a more comprehensive anti-acne solution for its customers. The range is formulated using cica leaves and is part of the brand’s increased focus on health and natural ingredients in line with pandemic-led consumer tastes.
Dot & Key also responded to changing consumer tastes during the pandemic and launched new product lines to address new pain points to focus on customer needs. As salons remained closed for months on end during lockdowns, the brand’s recently launched ‘Aha Bha Peel’ proved to be a bestselling product as it was designed to offer a salon-like experience, according to Dot & Key’s co-founder Anisha Agarwal Saraf.
“What really motivated me to start my own beauty line was observing the international market, and how it was always flooded with a lot of interesting ideas, innovative products, categories, and beautiful experiences that it had to offer to the consumers—which the Indian market was missing at the time,” Agarwal Saraf told Nykaa about her inspiration behind the brand.
“The question that intrigued me… was why India wasn’t introducing these innovative skincare experiences to the customers here back at home. This inspired us to bring global beauty trends to the Indian market all the while having international benchmarks in terms of the ingredients, actives, textures, fragrances. And that is how Dot & Key was born.”
Dot & Key was acquired by multi-brand beauty giant Nykaa in October 2021 and was Nykaa’s first direct-to-customer beauty brand acquisition. The acquisition introduced Dot & Key to Nykaa’s extensive retail network across India and online.
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