Dime Beauty debuts Stay Awhile fragrance at $62 through Ulta, Amazon
Dime Beauty’s Stay Awhile lands at $62, with Ulta, Amazon and Dime’s own channels making the gourmand scent feel giftable, polished and easy to buy.
Dime Beauty has put a $62 price tag on Stay Awhile and spread the launch across Ulta Beauty, Amazon and its own site, a smart move for shoppers who want something that feels premium without tipping into full designer-fragrance territory. The brand’s chief brand officer, Bernice Merlini, said Dime had not launched a new scent since early 2024, and that fragrance has become an important entry point for Gen Z customers.
Stay Awhile is pitched as a warm, modern gourmand built around toasted pistachio, vanilla bean and cashmere musk, the kind of cozy profile that reads as personal rather than loud. Amazon’s listing describes it as an eau de parfum and leans into a similar sweetness, with roasted pistachio, tonka bean and cashmere musk in the mix. The slight variation in note descriptions only reinforces the point: Dime is trying to make this fragrance approachable, skin-close and easy to understand at a glance.
The real gift story is in the pricing architecture. Ulta Beauty lists Stay Awhile as an Only at Ulta fragrance in two sizes, 0.34 oz for $25 and 1.7 oz for $62. That gives the scent a low-commitment entry point for stocking-stuffer budgets and a larger format that still lands at a psychologically friendly price for a prestige-style fragrance. Dime’s own fragrance collection already has several scents at $62, including 7 Summers, Malibu Night and Lovely Sweet Dreams, so Stay Awhile fits into an established price band instead of feeling like a one-off splurge.
That matters for anyone shopping for a gift that looks more expensive than it is. Dime’s site continues to position the brand around EWG VERIFIED® clean beauty, luxury formulas at affordable prices and American manufacturing, which makes the bottle easy to justify as a present for the friend who wants polished packaging, cleaner positioning and a scent that works in everyday rotation. With a fragrance refresh underway, repackaging for existing scents and a more flexible price structure, Dime is clearly reaching for a sweet spot that many shoppers have been hunting for: accessible prestige that still feels like a treat.
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