EXTRA TV correspondent Terri Seymour attends the launch of DIME Beauty TBT Eye Cream at a party in the Hollywood Hills.
LOS ANGELES, CA (LA ELEMENTS) 8/24/2025 – DIME Beauty has been making waves in the beauty industry with their vegan skincare line. But would it surprise you to know that the husband and wife team of Ryan and Baylee Relf are expanding their brand to include beauty and fragrance-all with the same “clean” philosophy?
We got the inside story at an exclusive party way up in the Hollywood Hills. The invitation only beauty soiree was a magnet for reality TV celebrities, influencers and select media who gathered to celebrate the launch of Dime Beauty TBT Eye Cream. Infused with bakuchiol, nature’s own retinol alternative, the TBT Eye Cream is clinically proven to Turn Back Time to enhance a more refreshed and youthful appearance. And that makes the latest addition to the DIME BEAUTY Collective worth celebrating.
The TBT Eye Cream by DIME Beauty.
There were three sessions for this special event.
MORNING SESSION
Innovative PR representatives were on hand to greet guests and offer refreshments including water in a branded travel cup. They were then introduced to DIME brand representatives who guided them through product vignettes and ingredient stations highlighting the benefits of the TBT Eye Cream and other brand favorites. The morning session concluded with a restorative Pilates session hosted by Beauty Editor and wellness enthusiast Taylor Stephan.
AFTERNOON SESSION
Guests enjoyed an impressive array of refreshments, spectacular views of the Hollywood Hills and a photo booth. A special highlight of the afternoon session was the quality one-on-one time with Dime Beauty founders, Baylee and Ryan Relf.
EVENING SESSION
High profile guests such as Extra TV correspondent Terri Seymour, Kristen Taekman (Real Housewives of New York) and Cynthia Bailey (Real Housewives of Atlanta), joined in on the fun which included trying out the specially made handcrafted cocktails that reflected the clean beauty ethos of DIME BEAUTY.
Guests of all three sessions enjoyed interactive moments such as the Clean Beauty Wall,a journaling activity and the standout, Make the Switch wall. For the Make the Switch wall, guests picked a bottle labeled with ingredients that are harmful to the skin which some beauty companies still use such as parabens. Then they rang a bell before dropping it through the opening of the wall. In return, they received a skincare product from DIME BEAUTY.
Cynthia Bailey (The Real Housewives of Atlanta) makes the switch at the DIME TBT Eye Cream Launch in Los Angeles.
The event’s festivities concluded with a surprise “shopping spree”! Guests were ushered upstairs, handed a branded tote, and selected DIME products and merch specially curated for this event.
LA ELEMENTS Editor-in-Chief Elva Zevallos had the chance to sit down with DIME Beauty co-founder Ryan Relf to learn more about the philosophy behind his company, the expansion beyond skincare and more. This interview has been edited for length and clarity.
What is the story of the founding of DIME Beauty?
“Baylee is the master esthetician. I actually worked in contract manufacturing. I worked for one of the larger manufacturers in the country. We were formulating and batching formulas that you’ve seen in Sephora, Ulta, the big brands. So we felt like it was time to start our own solution because we saw a gap and a need and consumer trends indicated that customers wanted healthier ingredients. They also wanted knowledge of what’s in their formulas, and overall transparency so, we wanted to bring that to the market.
When did you start the company?
2018. We just celebrated 7 years. We didn’t get traction until 2020 and that had a lot to do with COVID. Because of COVID, more people were shopping online. Our message of “clean” really started to stand out because people were starting to care more about what was in their products because of COVID. With people getting sick they were like, ‘Do I need to worry about what’s going in and on my body?’ We took that message to influencers and once we were able to get our message out there, the momentum really took off. So that’s what we’re trying to bring to the world is that we make healthier products for healthier skin and healthier body.
What has your experience with Ulta been like?
Ulta has been an amazing partner for us. Ulta has been like a game-changer. We’re now in all 1400 stores which is like, insane. They gave us a chance. They put us on .com first, just on the website, and we kept overproducing their projections. And they’re like, ‘Wow. There’s a real demand here.’ So, they gave us a shot at 400, 500 stores and we blew it out of the water. Now we’re store-wide. We can’t be more grateful for just getting these products in people’s hands in those types of stores and just improving the lifestyle that they want to improve.
Is your entire line cruelty-free and vegan?
Correct. Leaping Bunny certified. Are you familiar with EWG? They’re a non-profit. It stands for Environmental Working Group. Basically, they’ve dedicated their whole business to doing research studies and testing, making a standard scale for ingredients of one to ten. One being safe, ten being hazardous. Then they give certain criteria that give it a certain rank. They’ve done thousands and thousands of ingredients that are in our everyday products. Not just skincare and cosmetics, they do other types of products.
When we were starting DIME, we felt that our message was strong, but we also knew that we needed a third party that could validate the strictness and high standards that we have for our ingredients. Now, everything we do, we keep them in mind and they keep us in mind so that people can just trust the products. That’s all we care about because there’s so much messaging and so much product confusion out there.
Why did you name your skincare line, DIME?
We wanted a name that was short, that was brandable and that was recognizable. We didn’t want anyone to wonder how to spell or pronounce it. Everyone knows that word, ‘dime.’ For us, it’s actually an acronym. As I mentioned earlier, Baylee is a master esthetician. So DIME stands for, ‘Developed with Intention by a Master Esthetician.’
Estheticians are like skin therapists. People really trust the estheticians that they go see and we’re all about trust. That’s why we want the name to exude that same kind of trust elevation that we want to give to consumers.
What would you say is the hero product in your skincare line?
That’s like picking between your children. Which one’s your favorite? Don’t ask me. (laughs)
OK. Fair enough. What’s your best seller?
Our bestseller is the Dewy Day Cream. It’s a really light day cream that works so well with makeup. It’s great for under makeup. It’s breathable but its super hydrating and uses ceramides which are so good for the skin. We also have a hyaluronic acid serum that’s so hydrating and so plumping. Those sell really well.
The eye cream that’s being launched today is part of your TBT line. What benefits does the TBT line have to offer?
TBT, which is our anti-aging line, stands for Turn Back Time. So that whole line is focused on basically anti-aging alternatives that are healthier for you. While Retinol has grown to be like the holy grail of anti-aging we’re kind of here to say, ‘It’s actually not. You should avoid it.’ And the reason why people should avoid it is it’s too aggressive on the skin. It hyper accelerates skin cell turnover too aggressively. Retinol does work but it works too aggressively. That’s why people get the redness, the dryness, the flaky skin. It’s a skin sensitizer and it actually thins the skin.
What we say is that there are actually ingredients out there that perform and give you similar results to retinol but do it in a healthier and more gentle way that your skin is better able to handle. We bring retinol alternatives such as bakuchiol which is plant-derived, to people’s lives. They see the same results but they can use it every day. And they see those fine lines and wrinkles soften and the complexion lighten and brighten, and they don’t get the thinness. Their very function is supportive and that’s why we feel it’s just so much better for you.
Can you even put that the TBT Eye Cream on the brow bone area or no?
Yes. It’s gentle enough even though the skin over the brow bone is thin skin. Everything in our line is engineered to be gentle enough to be applied every day anywhere on the body. This is actually purposely made for anywhere on the eye to hydrate, to strengthen, to support without irritation.
We understand that DIME Beauty has an eyelash serum. Would you please tell us more about that?
Ours is a “clean” eyelash serum. It’s infused with amino acids and peptides. What those do is they properly stimulate the follicle to grow and thicken the lash at a healthier rate. It takes a little bit more time, but your eyelashes are healthier, and the length will last longer because the process is healthier.
I know you are branching out into fragrance as well. That can be a challenge as there seems to be an increasing number of people who are too sensitive and find a vast number of scents to be irritating. Tell us about your approach to creating a perfume.
Perfumes for the longest time have caused people to have irritation because of the allergens. We created a low allergen organic sugar cane alcohol perfume. And people will message us, ‘I’m 45 years old. I have never been able to use perfumes because of irritation. I can now use perfumes because of you.’
If you could pick a motto for this company that you’ve created, what would it be? What is the philosophy that powers DIME?
Everyone is using the term, “clean.” It’s so overused. What does, “clean” mean? For us, it’s using healthy ingredients that don’t compromise the health of your skin or your body. We believe in skin wellness which is an all-encompassing approach. It’s not just topically, it’s internally. It’s other products you use that affect your skin. For us it’s just creating solutions that won’t jeopardize people’s health.
From l. to r. Baylee Relf, Kristen Taekman (The Real Housewives of New York City), and Ryan Relf
All photography courtesy of Marc Patrick/BFA.com
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On our cover from left to right: Baylee Relf, Cynthia Bailey and Ryan Relf.
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