Dime Beauty debuts Stay Awhile fragrance at Ulta, a warm gourmand gift option

Dime Beauty just made its fragrance pitch easier to understand for gift shoppers: Stay Awhile is a warm, modern gourmand at $62, now landing at Ulta Beauty, Amazon and Dime’s own channels. With toasted pistachio, vanilla bean and cashmere musk, it is built for the person who likes her perfume cozy, sweet and polished, not loud.

That matters because gourmand is having a practical moment in gifting. A scent built around vanilla and nutty notes reads instantly familiar, which makes it a far safer blind buy than a sharply woody or overly floral fragrance. Stay Awhile also arrives in at least two sizes at Ulta, including a 0.34-ounce travel size, so it works both as a small add-on gift and as a full-size present for someone whose tastes you know well. Ulta lists the fragrance as a new item in its DIME assortment.

The bigger retail story is that Dime is not treating fragrance like a one-off. Ulta already carries a cluster of Dime scents at the same $62 full-size price point, including 7 Summers, Dans Les Bois, I Love Your Smell, Baby, Malibu Night, Lovely Sweet Dreams, Core Memory and No. 1 Cologne. That kind of shelf presence signals a brand that has already found its audience at mass retail, which makes Stay Awhile feel less like a risky debut and more like the next logical giftable extension.

Dime’s value argument is clear, too. The brand positions itself around EWG VERIFIED clean beauty, Leaping Bunny certification, made-in-America production and affordable luxury formulas. It has also been lowering prices across parts of its assortment while many beauty brands keep nudging prices higher, with cleansers targeted under $30 and serums and moisturizers under $40. Against that backdrop, a $62 fragrance looks less like prestige pricing and more like an accessible splurge.

Dime first pushed into fragrance at Ulta in 2022, when its initial store rollout included 7 Summers and Dans Les Bois at $48 each. The Stay Awhile launch is part of that longer buildout, and a May 8 Stay Awhile Café event in Los Angeles, with pistachio or vanilla lattes, a sample, a fragrance accessory and Dime swag, added the kind of hands-on theater that helps a scent stick in memory. As a personal fragrance, Stay Awhile plays it safe. As a gift, that is exactly why it works.