LOS ANGELES — The air in the Hollywood Hills carried a soft hush last week until the clink of cocktail glasses broke through it. By late afternoon, a private home had turned into a three-act stage for DIME’s unveiling of its newest clean-beauty play: the TBT Eye Cream, a $38 retinol alternative promising to smooth, firm, and brighten without the burn of chemicals or the weight of hype.
Morning: Pilates and Proof
The day opened quietly with guests offered water in sleek branded tumblers before wandering through ingredient stations, glass jars of raw botanicals laid out like museum pieces. A “Clean Beauty Wall” asked attendees to write what they wanted to leave behind. At the journaling station, the word “rest” appeared over and over.
“I built this brand because I wanted people to feel better in their own skin,” said Baylee Relf, who co-founded DIME with her husband, Ryan. He spoke just before Taylor Stephan, a beauty editor-turned-wellness guide, led a restorative Pilates session on yoga mats pre-set with the company’s Wonderscreen. “It’s not just about the product,” Stephan added, “it’s about building rituals that align with who we want to be.”
Afternoon: Advocacy on the Hill
By midday, conversation shifted to policy and health as representatives from the Environmental Working Group joined the Relfs to underline why clean formulations matter. “Consumers deserve transparency, not trade-offs,” one rep noted to a table of editors scribbling into branded notebooks. The discussion moved beyond marketing claims, focusing on how federal cutbacks in funding have left consumers more vulnerable to unsafe products. DIME emphasized its commitment to rigorous ingredient vetting and sustainable packaging, underscoring how independent testing and EWG rankings validate its approach. Attendees spoke candidly about the lack of accountability in the beauty industry, and the brand used the platform to advocate for stronger regulation and clearer labeling standards that protect both people and the planet.
Evening: The Scene
When the sun gave way to violet skies, more than 50 beauty editors, influencers, and industry players arrived for cocktails against sweeping views of Los Angeles. Cynthia Bailey, fresh off Real Housewives of Atlanta, stood with Kristen Taekman (Real Housewives of New York) and Terri Seymour (On-Air Host) by the Make the Switch wall, sipping drinks named after DIME’s hero products.
Bailey, the night’s standout sighting, leaned into the moment: “I’m here because I believe in switching to better choices—skin, food, even energy. This feels different. This feels honest.”
The Product of the Day
The TBT Eye Cream itself mirrored the ethos: dual-use, morning and night, cooling under tired eyes while fighting inflammation and discoloration. Packaged in heavy black glass to block UV rays, tucked in recyclable cartons, and certified cruelty-free, the formula lived up to its stagecraft.
Closing Note
As the night settled over the Hollywood Hills, the launch felt less like a single product reveal and more like a statement of intent. DIME positioned itself not just as a skincare label but as a culture of clean living—merging science, sustainability, and ritual into one. With the TBT Eye Cream as its newest signature, the brand signaled that its future rests on more than formulas in a jar: it’s about creating a community that views wellness as a daily practice, carried far beyond the hillside gathering.
Need-to-Know: DIME
📍 7869 Fareholm Dr, Los Angeles
🔗 dimebeauty.co
📲 Follow: @dime
Photo credits: Photos courtesy of Marc Patrick/BFA.com with Innovative PR
