Dime Beauty, the Brand a Master Esthetician Named Into an Acronym

The name is the first thing to know. Dime Beauty is an acronym, and it stands for Developed with Intention by a Master Esthetician. That esthetician is Baylee Relf, who co-founded the brand in 2018 with her husband Ryan, a formulator from the contract manufacturing side of the industry who had spent years batching products for the big names. Between them they saw a gap: shoppers wanted healthier ingredients and plain answers about what was in the bottle. The brand began as a subscription box, sold out of a storefront in Salt Lake City, and only found real traction in 2020, when everyone was shopping online and reading labels. The acronym gives Dime Beauty a clear point of view, and it is also why the first four products in this edit are perfumes, since the brand says its fragrance line is made with the same clean promise as its skincare. Start there, then move to the face and the body.

Grid two is a simple face routine, the kind a master esthetician would sign off on. The Gentle Jelly Cleanser is the opener, a jelly texture that removes dirt, oil and makeup and leaves skin hydrated. The Hyper Glow serum is the morning step, and the brand lists 15% vitamin C with ferulic acid and vitamin E. A vitamin C serum like this goes under sunscreen, and Wonderscreen SPF 30 is a mineral formula with 19% zinc that the brand describes as non-whitening. At night, TBT Cream is the bakuchiol step, and TBT stands for Turn Back Time. The tip is to add one product at a time for a week each, so if your skin objects you know exactly who to blame.

Grid three is body care, and it reads like a system. The Whipped Body Exfoliator polishes with lactic and salicylic acid and a two-size bead system, the Boosting Body Serum layers ceramides and probiotics, and Biome Body Butter is a thick shea cream. The Glaze is an oil blend meant to feed the skin barrier. What I would skip is scrubbing every day. An exfoliator like this is a once or twice a week job, and the serum and butter do the daily work. Apply the serum to damp skin right after the shower, then seal it with the butter or The Glaze, and you get a routine that takes two minutes and never feels like a project.

I like brands that can explain themselves in one line, and this one does it in its own name. Developed with intention is a promise you can check against the label. The brand lists every ingredient, and it works with the Environmental Working Group and Leaping Bunny on hazard ratings and cruelty-free status. Pick one perfume, one face step and one body step, and you have met the whole point of view. A clean perfume is a good place to begin. If you want to keep browsing, I also put together TULA Skincare, the Gastroenterologist's Brand Named for Balance and Odele, the Minneapolis Hair Care Brand Named for Sharing.