DIME's Evolution to Omnichannel Success

The Clean Skin Wellness Brand Enters 2025 with Unparalleled Momentum, Expanding Its Omnichannel Presence and Welcoming Cyndi Isgrig as CEO.

SALT LAKE CITY, Utah, March 25, 2025 /PRNewswire/ -- After a remarkable 2024, DIME is poised for an even more transformative year, entering 2025 with an ambitious vision that blends strategic leadership, an exclusive and expanded retail partnership with Ulta Beauty, and a powerful acceleration of its digital brand presence. Originally founded as a direct-to-consumer (DTC) brand, DIME is strengthening its digital foundation while expanding its footprint in omnichannel retail—anchored by Ulta Beauty, the brand's most significant retail partnership to date.

DIME proudly announces that Founders Baylee and Ryan Relf and Mitch Casey will be welcoming Cyndi Isgrig to serve as Chief Executive Officer. As CEO, Isgrig will lead DIME through its next phase of expansion, reinforcing the brand's unwavering commitment to clean, effective, and purposeful beauty solutions.

"Isgrig is a highly respected C-Suite leader with deep expertise in the beauty industry, bringing a track record of driving growth and innovation," said DIME's Founders. "Previously CEO of Dermstore and a trusted advisor, board member, and interim president at DIME, she is known for her customer-first, data-driven approach—critical attributes to DIME's continued success."

"My first priority as CEO was to solidify DIME's exclusive partnership with Ulta Beauty, our first and only brick-and-mortar retailer," said Isgrig. "This strategic relationship, combined with our new senior in-house leadership team, positions us to deliver transformative growth while maintaining the integrity and values that our customers trust."

DIME's retail partnership with Ulta Beauty has been a pivotal driver of its growth. Following a successful debut in select stores via the Sparked program, DIME will now roll out nationwide across all Ulta Beauty locations, underscoring the increasing consumer demand for high-performance conscious beauty in retail.

"We are thrilled to expand our partnership with DIME and bring their high-performance conscious beauty solutions to even more Ulta Beauty guests nationwide," said Lisa Tamburello, Vice President of Merchandising at Ulta Beauty. "DIME's journey from a budding DTC brand to a standout across Sparked, our emerging brands platform, exemplifies the power of innovation and guest connection. As we continue to champion brands that align with our values of quality, efficacy, and inclusivity, we're excited to see DIME flourish in our stores and online, offering our guests even more ways to discover trending skin care and fragrances that deliver."

Beyond brick-and-mortar expansion, DIME is doubling down on its digital dominance, partnering with leading Performance Branding agency, WITHIN, to elevate its DTC experience. WITHIN is a full-service marketing partner, offering media management and creative services across every digital platform. This collaboration will refine personalized customer engagement, optimize data-driven marketing strategies, and introduce a refreshed visual identity—strengthening DIME's direct connection with its dedicated community.

DIME stands at the threshold of a defining brand evolution. With visionary leadership, a rapidly expanding retail presence, and cutting-edge digital initiatives, 2025 is poised to be a year of bold innovation and extraordinary growth.

For more information, please visit DIMEBeautyCo.com, Ulta.com, or Within.co and @DIMEBeautyCo, @UltaBeauty, or @WITHINCo on social media platforms.

About DIME
DIME is a clean ingredient-led skincare and fragrance brand whose mission is rooted in efficacy, transparency, and sustainability. Founded by Master Esthetician Baylee Relf, who believes in an ingredient-first approach to holistic skin wellness, DIME products use the cleanest ingredients possible to support and enhance the skin's overall appearance, health, and vitality. With expert guidance and innovative formulas that are as luxurious as they are approachable, DIME inspires joy through the confidence that comes with healthy, beautiful skin for every version of you.

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SOURCE DIME