11/12 sources · 98 verifiable references · · data older than 7 days
monthly visits
2.91M
+1.4% over 3 months
backlinks
4.36K
from 1,136 domains
seo keywords
19K
across 8 markets
search interest
Plateau
peak 2024-03
all 12 sources· 11 returned data›
✓revenuenot disclosed · pricing behind sign-in · has app
↳ sign in for 6 alternative scale signals
✓traffic mix2,913,821 visits/mo · direct 19.4% · referrals 1.1% · IN 75.1% · US 3.8%
↳ SimilarWeb withholds 79% (incl. organic/social) — infer from SEO data
✓first seen2019-04-25 · makeupandshiz.design.blog
↳ "BUY IT HERE.…" · registered 2018-01-28 · 2 noise links dropped
✓tech stackShopify · Tailwind · Google Analytics
↳ framework: Shopify
✓seo18915 keywords / ~3001053 traffic · IN 2972802 · US 23130 · UK 4562
↳ 8/8 markets covered · 15 keywords cited in AI Overviews
✓trendspeak 2024-03 · plateau
↳ flat vs baseline (-4%) · 3 spikes
✓communityno community discussion
↳ no organic word of mouth — with heavy backlinks this points to a paid-push start
✓teamno public team info
↳ no about/team page found
✓ai visibilityChatGPT 73 mentions · ~408 AI search volume
↳ AI answers cite: healthline.com · reddit.com · allure.com · vogue.com
✓ad spendGoogle 20 ads · 20 active
↳ first ad 2023-08-28 · Video 10 · Text 7 · Image 3 · Meta not yet covered
✗archiveWayback did not respond (known flaky source)
✓narrative6 narrative events · 5 sources
↳ 2021-01-01 Nykaa acquired Dot & Key for $11.6M. · 2022-02-07 Dot & Key launched its own line of haircare products. · dropped 2 records predating registration (same-name project)
timeline19 of 55
2018grey = locked events — unlock to read them2026
·2018-01-28domain registered
□2021-09-18 → 2021-10-02press / blog mention ×4 (batch) · salsadigitale.net · totalstylish.com · cherryontopblog.com
36 more milestones locked — including the first traffic spike and the peak.
Sign in to unlock · 10 creditsfrom public coverage
2021-01-01Nykaa acquired Dot & Key for $11.6M.
“Nykaa acquired Dot Key for $11.6M on Jan 1st '21.”
2022-02-07Dot & Key launched its own line of haircare products.
“has launched its own line of haircare products”
2025Dot and Key's domain dotandkey.com generated US$86 million in revenues.
“dotandkey.com generated revenues of US$86m in 2025”
2025Dot and Key achieved an online store conversion rate of 2.5-3.0%.
“The store's conversion rate reached 2.5-3.0% in 2025”
2026-03-27Dot & Key launched the Dragon Fruit Bounce Sunscreen SPF 50+ PA++++.
“Dot Key launched Dragon Fruit Bounce Sunscreen SPF 50+ PA++++ on Mar 27th '26.”
2026-05-07Dot & Key launched a significant upgrade to its sunscreen portfolio.
“Dot Key launched significant upgrade to sunscreen portfolio on May 7th '26.”
origin
registered2018-01-28
then silent452 days before anyone mentioned it
first seen2019-04-25 · makeupandshiz.design.blog [416]
“BUY IT HERE.”
backlinks
domains1,136 across 643 subnets · well spread
dofollow76% mostly passes authority
paid trail48 sponsored · 3 ugc
paid ads
search footprint
18,915 keywords · ~3,001,053 monthly organic traffic · 1 paid keywords (~18 paid traffic) · DR 55
markets
IN*2,972,8025,644 kw · 3777 in top-10 · +2286 new
US23,13010,883 kw · 1751 in top-10 · +4630 new
UK4,5622,142 kw · 437 in top-10 · +857 new
top keywords
dot a n d key823,000~250,192#1KD 0
/informational$0.08 cpc
dot and key823,000~250,192#1KD 6
/informational$0.08 cpc
dot and key sunscreen301,000~91,504#1KD 0
/collections/sunscreentransactional$0.08 cpc
12 more · 12 ranking top-3 · 1,627,000 monthly volume
competitors
nykaa.com4755 sharedETV 2,828,358DR 77
amazon.in4478 sharedETV 2,844,721DR 92
purplle.com3630 sharedETV 2,585,388DR 59
3 more
backlink growth · 12 months
2025-082026-07
backlinksreferring domains(independently scaled)
curve shape only — unlock for actual numbers
DR = Domain Rating by Ahrefs
the verdict10 credits
You now have the facts. The verdict answers what they mean:
- · Which cold-start pattern this actually is
- · What assets they had before day one — and whether you have them
- · Can you copy this path, and which tactics transfer
- · Your first three moves — each one traced back to a dated event, not to their traffic today
sources you can check36 of 98
other (11)
“cited in 7 AI answers”
“cited in 4 AI answers”
“cited in 4 AI answers”
“cited in 3 AI answers”
“cited in 3 AI answers”
mentions (25)
“BUY IT HERE.”
“Dot & Key Hair Sunscreen + Softening Serum SPF 15”
“Visit my company website”
2022-09-11[494]Dot & Key Wellness 2025 Company Profile: Valuation, Investors, Acquisition | PitchBook
“Website www.dotandkey.com”
62 more sources are locked with the later timeline — unlocking the full timeline above reveals them too.
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