Story of Crown Affair: Haircare brand offering sustainable, quality product

Story of Crown Affair: Haircare brand offering sustainable, high-quality products

Story of Crown Affair:

Crown Affair was founded in New York by Dianna Cohen with a simple yet powerful idea: to transform everyday haircare into a mindful ritual. Unlike brands that focus on quick fixes, Crown Affair encourages people to slow down, care for their hair intentionally, and embrace natural beauty.

The Vision Behind the Brand
Cohen believed that haircare should be about more than just products—it should be a daily practice of self-care. She wanted to build a brand that combined clean ingredients, timeless tools, and thoughtful design, so people could genuinely enjoy the process of caring for their hair.

From Beauty Blog to Brand Builder
Before starting Crown Affair, Cohen worked at beauty blog Into the Gloss and later built her career in marketing at Away, Harry’s, and Outdoor Voices. In 2019, she was named to Forbes 30 Under 30, cementing her reputation as a strong brand builder, even if she wasn’t a hairstylist or scientist.

A Brush That Started It All
The brand began with a single hero product: a handcrafted hairbrush. Inspired by the luxury Mason Pearson brush but priced more accessibly, Cohen designed a tool that felt special and lasting. She wanted it to be something people could treat like a modern heirloom.

Expanding the Rituals
From that brush came other carefully designed tools—tortoiseshell combs, towels, and eventually formulas like The Oil, The Leave-In Conditioner, and The Finishing Gel. Each product was created with simplicity in mind, avoiding overwhelming choices while still being effective for many hair types.

A Philosophy of Simplicity
Unlike many haircare brands that flood the market with dozens of shampoos and treatments, Crown Affair focused on a smaller collection of products. Each item was designed to be universal and versatile, allowing customers to discover their natural hair rather than trying to change it completely.

Luxury Meets Accessibility
Though positioned as a luxury brand, Crown Affair stood out with thoughtful details—secure hair clips, a brush-applied dry shampoo, and soft, elevated towels. The products weren’t cheap, but they offered a unique balance of design, functionality, and experience that customers felt was worth the investment.

Finding the Right Audience
Crown Affair quickly became popular among influencers, celebrities, and style-conscious consumers in cities like New York, Los Angeles, and Miami. Doja Cat even wore the brand’s towel before the Met Gala in 2024, cementing its cultural relevance.

 Story of Crown Affair: haircare brand offering sustainable, high-quality products#startup#age#net worth#investor#Crown Affair story#Haircare brand

Retail Partnerships and Growth
The brand first launched in niche luxury retailers like Violet Grey and Goop, but in 2022 it entered Sephora, giving it a wider reach. This move was key to scaling the brand while staying true to its premium positioning.

The Role of Leadership
While Cohen brought the creative vision, Elaine Choi, who joined early as president and COO, played a crucial role in running operations. She later stepped into the CEO role, allowing Cohen to focus more on storytelling, branding, and creative leadership.

Influencers Over Salons
Instead of building through salons like traditional haircare brands, Crown Affair leaned on influencer marketing and direct gifting. The strategy helped the brand grow organically, building loyalty through social platforms like TikTok, Instagram, and Substack.

A Measured Approach to Launches
Choi emphasized that the brand wouldn’t rush into launching endless products. Instead, they introduced only two to three new items per year, guided by customer feedback. This intentional pace ensured that each product earned a meaningful place in people’s routines.

Sephora and the Next Chapter
The company raised $14.6 million in Series A funding from investors like Selva Ventures and Point King Capital. A big part of this funding supports Sephora expansion, as Crown Affair aims to bring mindful haircare to a broader audience while maintaining its boutique feel.

Building a Legacy Brand
Cohen and Choi share the long-term goal of making Crown Affair a legacy brand—one that customers return to for decades. With 60% of existing customers buying new launches, the brand has built loyalty that proves haircare rituals, when done right, create lasting connections.

Crown Affair Timeline

• 2019 – Dianna Cohen named to Forbes 30 Under 30; begins working on the idea for Crown Affair.
• 2020 – Crown Affair officially launches with its first hero product: the handcrafted brush.
• 2020–2021 – Expands collection with combs, towels, and hair oil; builds a strong influencer following.
• 2021 – Elaine Choi joins as President & COO, helping scale operations.
• 2022 – Crown Affair enters Sephora, marking a major retail milestone.
• 2022–2023 – Introduces new core products like The Leave-In Conditioner, The Finishing Gel, and Dry Shampoo.
• 2023 – Gains celebrity attention, including Doja Cat’s pre-Met Gala feature with the hair towel.
• 2024 – Series A funding round closes at $14.6 million, led by Selva Ventures, Point King Capital, and Rose Street Capital.
• 2024 – Elaine Choi elevated to CEO; Cohen continues as founder focusing on storytelling and creative vision.
• 2025 and Beyond – Brand focuses on Sephora expansion, slow product launches, and building Crown Affair into a lasting legacy brand.

 Story of Crown Affair: haircare brand offering sustainable, high-quality products#startup#age#net worth#investor#Crown Affair story#Haircare brand