DIME Beauty is a personal care brand headquartered in Draper, Utah. It was founded in 2018.
All of DIME's skincare is made in Utah. Its Volume Mascara is not, and the company's help center gives the reason as the availability of specific machinery. DIME, a skincare brand based in Draper, began in 2018 with an eyelash serum and a mascara, which means one of its first products is one it still cannot make at home.
Baylee Relf, a master esthetician, started it with her husband, Ryan, and a third co-founder, Mitch Casey. Ryan had worked in business development at the packaging company CasePak. "We are a professionally founded brand," Baylee told an interviewer in 2024, adding that shoppers want to know the person behind a product will provide good ingredients. The couple joked in the same profile that they may be the only pair whose pillow talk veers toward skincare ingredients.
DIME started as a direct-to-consumer brand and built itself on bundles. The Works, which packs six of its bestsellers, sold for $180 at the time of that profile, or less on subscription. The company moved into fragrance at the end of 2020, which the profile described as a way to draw new customers to a skincare brand.
The pitch is transparency at a price. DIME's Clean Promise says its formulas never contain parabens or sulfates, and the site shows each ingredient's score from the Environmental Working Group. Most of the roughly 48 products in that profile were priced between $18 and $58.
The first shelf that was not a screen belonged to Ulta Beauty, which Baylee said had been the goal from the start. DIME launched on Ulta's website in October 2022, then went into more than 100 stores on tables for Ulta's Sparked program for emerging brands, with eight products and 540 stores slated by March. In January 2025 it announced a rollout to every Ulta location, at which point Ulta was its first and only brick-and-mortar retailer. The same release named Cyndi Isgrig, a former CEO of Dermstore, as DIME's chief executive.
The private equity firm Trilantic North America invested in DIME in 2022 and lists it as a portfolio company, so this is a Utah-run business with an outside backer. DIME says it packages its products in glass and keeps more than 3 million units of plastic packaging out of landfills each year, which is the company's own count.
The mascara, in the company's words, comes from an overseas FDA-approved partner that must follow the same protocols as DIME's own Utah facility. The skincare claim is the one that matters for this listing, and the help center makes it without hedging: "All of our skincare products are made in the United States, right here in Utah."
A 2024 profile reported that DIME's sales have grown at a compound annual rate of 108 percent since the pandemic began.
