Heritage
A house, in its own words
Baylee and Ryan Relf launched DIME Beauty in 2018 with a straightforward goal: create effective clean beauty products without the luxury price tags. Baylee's background as a Master Esthetician informed her understanding of skin care formulations, while Ryan brought expertise in product chemistry. Together, they built the brand from the ground up, reportedly starting with skincare before noticing demand from customers for matching fragrances. The company made its fragrance debut in 2020 with releases including I Love Your Smell, Baby and Lovely Sweet Dreams. The timing placed DIME Beauty in the growing clean beauty fragrance space just as consumer interest in non-toxic perfumes was gaining momentum. By 2021, the brand expanded its scent portfolio with 7 Summers and Malibu Night, continuing to develop its olfactory identity. In 2024, DIME Beauty released Voir Le Bon, marking its most recent fragrance launch according to fragrance database Fragrantica. WWD reported that the brand had adjusted its pricing strategy around new releases, positioning affordability as a core part of its value proposition alongside product quality. By the mid-2020s, DIME Beauty had garnered industry recognition. BeautyMatter included the brand in its FUTURE50 2025 list, which highlights companies considered influential in shaping beauty's future. The dual-founder structure remains intact, with Baylee handling aesthetic direction and Ryan leading formulation work.
DIME Beauty operates from the belief that clean beauty should not require financial sacrifice. The brand built its initial reputation on skincare formulations that avoided common irritants, then applied similar principles to fragrance development. Fragrance ingredients reportedly lean on organic cane sugar as a base, positioning the products as safer alternatives to conventional perfumes according to the company's published materials. The brand's approach centers on accessibility. Rather than positioning fragrances as special occasion items, DIME Beauty designs scents meant for daily wear. This aligns with a broader clean beauty ethos that prioritizes ingredient transparency and body-safe formulations over exclusivity. Baylee Relf's esthetician background influences the brand's product development philosophy, reportedly emphasizing skin compatibility alongside scent appeal. The couple reportedly tests formulations together, combining Baylee's consumer-facing perspective with Ryan's technical expertise. This collaborative approach shapes decisions across the product line, from initial concept through final release. The brand's growth from skincare into fragrance reflects a strategic expansion rather than a departure from core values. Each new product reportedly undergoes the same evaluation process regarding ingredient safety and accessibility.