Launched: 2018
Key Executives:
2025 Full Year Expected Revenue Range: $50 to $75 million
2025 Projected Offline Distribution Points: 1,413
Primary Category: Skincare
Other Categories: Bodycare, Fragrance
Key Markets: United States
Retail Partnerships: Ulta Beauty
Primary Distribution Channel: DTC
Other Distribution Channels: Amazon, Prestige, Department Store, TikTok Shop
Funding Rounds: Self-funded
Notable Advisors: Cyndi Isgrig, Former President of Dermstore
Having struggled with her own skin issues, Master Esthetician Baylee Relf understood there was a better way to educate and uplift people on their skin-wellness journeys. So, with her husband, Ryan, a formulations expert, she launched DIME, committing to providing everyone with the assurance and comfort that come from having a trusted skin therapist in your corner. Together, the “DIME duo” are passionate about innovating skin-loving formulas that are certified clean, luxurious, and highly effective, spanning skincare, bodycare, fragrance, and beauty to cover all facets of your heathy skin regimen. In Baylee’s words: “Caring for your skin is about more than just appearance—it’s an investment in your total well-being. And true skin wellness is the foundation of confidence, self-love, and lifelong beauty.
Insights provided by Andreina Gutmann, Head of Marketing
Key business initiatives for 2025?
DIME is at an exciting turning point as we approach 2025. The year 2024 has been dedicated to building strong leadership and developing the processes and initiatives that will come to fruition in 2025. With a visionary leadership team in place, we are poised to take DIME to the next level. In addition to our clear and ambitious vision, we are thrilled to unveil a stunning brand refresh, alongside groundbreaking, clean, and safe formulas that will be accessible to all.
What are you most proud of having accomplished?
Seamlessly transitioning from a direct-to-consumer (DTC) model to a highly successful omnichannel brand strategy.
What has been the biggest surprise?
As a native DTC brand, DIME has seen the evolution of channel complexities in reaching our customers. What has been inspiring to us is that when you have a brand with products that are effective, luxurious, and accessible, your customers will find you. DIME has a loyal community that continues to spread the word and their commitment to DIME.
What fuels your competitive advantage?
DIME’s commitment to formulating skin-loving solutions that give you everything you want and everything your skin needs, with no sacrifices. That means providing products that are clean and effective, luxurious and accessible, and doing so in the manner of a trusted friend and skin therapist while always remaining community-minded and personally engaged. These are dualities that not only define us but support everyone on their path to better, healthier, more beautiful skin.
Insight on the future of the beauty industry.
We believe that beauty consumers will become more and more educated and demand more out of brands with complete transparency, integrity, and safer alternative ingredients that are effective but don’t jeopardize their well-being.
What is the best piece of advice you’ve been given?
Solve a real problem and stay close to the customer. Focus on solving a problem people truly care about. A great product or service starts with understanding your customers’ needs deeply. Never lose touch with your audience. Speak to them, listen to feedback, and adapt quickly to stay relevant.
What is the best mistake you've ever made and what did you learn?
Guard your energy and time. As a founder, your time and energy are finite. Learn to prioritize, delegate, and maintain balance to avoid burnout.
What advice would you give to someone contemplating launching a beauty brand?
When launching a beauty brand, it’s critical that you stay true to what your brand stands for. Don’t let the execution of a great idea take you away from its essence. Understand your finances to grow responsibly. Being data-driven is essential to scaling sustainably, which will keep you true to your brand. Seek mentors and learn constantly by leveraging the experience of others who have been in your shoes. Never stop learning—whether from books, mentors, or mistakes. Finally, when you have reached the right scale, build a strong team. Surround yourself with people smarter than you. A great team can scale your vision beyond your capabilities. Lastly, have fun!
If you could change one thing in the beauty industry what would it be?
As costs to reach customers continue to increase, the barrier to entry for new brands broadens. Incubators and beauty retailer accelerator programs will continue to be paramount in helping to bring innovation to the industry.
