Dime Beauty is sharpening its focus on fragrance . Stay Awhile, the brand’s newest launch , is rolling out to existing distribution ( Ulta Beauty and Amazon) as well as the brand’s own channels for $62 per unit. The launch is happening in lockstep with a lowered price architecture for certain products occurring at the end of May, as well as a broader repackaging of its existing scents. “Baylee Relf, and her husband, who had a formulation, wanted to develop a clean skin care line. They grew it to $100 million as an influencer brand, and we have best-in-class retention,” said chief executive officer Cyndi Isgrig. “We have the loyalest customer but only 7 percent brand recognition. We entered into Ulta in 2023 and we’re in 1,000 doors. I became CEO in March of last year, and we are no longer just a [direct-to-consumer] native brand.” Related Articles One of the brand’s key tenets is elevated accessibility, she said, and fragrance is paramount to that strategy.…