Our latest Beauty Boss is Baylee Relf, master esthetician and Founder of DIME—a clean, EWG VERIFIED® skin wellness brand that offers 40+ products in skincare, body care, fragrance, and beauty and wellness. It was during her time studying at the National Institute of Medical Aesthetics when Baylee realized that skincare was not a “one size fits all” approach and she saw there was a gap in the market for clean, safe, and effective products at an accessible price point.

This ultimately led her to join forces with her husband Ryan and their friend Mitch Casey to launch DIME in 2018. Their products, which are sold at Ulta stores nationwide, are free from parabens, sulfates, phthalates, and BPA/BPS, and they are also cruelty-free. DIME is committed to providing clean, safe, and elevated alternatives for traditional skincare and beauty products that deliver real results.

We chatted with Relf who shared her favorite wellness tips, secrets for success, best advice, and much more.

When was DIME founded and what does the name mean?

DIME was founded in 2018 by myself, my husband Ryan, and his best friend Mitch Casey. DIME stands for “Developed with Intention by a Master Esthetician.”

What inspired the creation of the brand?

While studying to become a Master Esthetician, I learned whether you’re 20 or 65, your skin faces different challenges, therefore needing different types of products and treatments. Ryan, Mitch, and I started DIME to provide clean, optimized skincare for people of all ages.

Does DIME have a hero product?

Our most popular product is The Works System, an all-in-one AM/PM regimen. It’s perfect for all skin types, easy to start and maintain, and has 8,800+ five-star reviews. It really works!

What are your favorite products from the brand?

My favorite product is our TBT Serum. TBT stands for “turn back time” and this product really does that! This hydrating, leave-on exfoliant features powerful anti-aging ingredients that are gentle on your skin. It’s my go-to for brighter and more radiant skin.

Where are your products sold?

Our products are sold DTC on our website. We are a proud partner of Ulta Beauty and are available on Ulta.com and in over 500 Ulta Beauty retail stores nationwide. 

Future plans for the brand?

We’re always thinking about the next phase of DIME. We would love to continue our expansion into the retail space. Launching in over 500 Ulta Beauty stores was a dream come true in 2024! 

Who inspires you?

Our customers! They support and cheer us on in all that we do. They truly are the heartbeat of DIME. In turn, we work hard every day to make them proud and ensure they have the best experiences with our products. And I love working with my husband and best friend every day! 

Secret to success?

We truly have best-in-class retention and we don’t take that for granted. However, success isn’t a secret. It’s hard work, passion, resilience, humility, and having the best team. 

Beauty secrets?

Always wash your face at night! I also recommend exfoliating twice a week to reveal a smoother, radiant complexion. Another good tip: when applying your skincare products, layer them thinnest to thickest so the lighter products absorb first and enhance the thicker products.

Wellness tips?

Anything that touches your skin influences it. This is why we’re so passionate about being a leader in clean products. We’ve created four skin-conscious product categories: skincare, body care, fragrance, and beauty & wellness. We are a brand that cares about you, inside and out. 

Best advice?

Have a good support system! People who will encourage you and help you navigate the challenges that will certainly come your way. And never stop learning! Always stay “hungry” because this will motivate you to keep pushing the boundaries and yourself. 

Favorite way to relax?

I have four kids, all seven and under! My life is crazy and hectic, but I wouldn’t trade it for anything. After the kids go to bed, I relax by doing my skincare routine and catching up with my favorite reality TV shows. Ryan and I love to go on date nights, too. Our perfume Tuesday Date Night was actually named after our weekly date night! 

For more information about DIME, visit their website and follow on Instagram: @dimebeautyco

[Images courtesy of DIME]

Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk