For as long as she can remember, Crown Affair founder Dianna Cohen has been passionate about hair care. “I’ve been subconsciously dreaming of Crown Affair for years as a brand,” Cohen tells GRAZIA USA. “I’ve been the go-to friend for hair advice, rooted in my personal journey of including self-assurance through caring for my own hair.”
It all began with a role as an intern and in editorial production at Into the Gloss in 2012, Cohen shares. “From there, I had the privilege of being an early employee or brand consultant at various high-growth consumer startups, such as Away, Outdoor Voices, Harry’s, Spring, and Tamara Mellon.”
So, it was only natural that Cohen, whose journey as an entrepreneur has been shaped by nearly a decade of experience in the consumer space, would go on to become a founder herself. After talking to people about their personal hair goals and struggles, Cohen says, “It became clear that many people struggled to understand or appreciate their hair. I shared my knowledge through a Google doc, covering hair care for different types and textures and exploring how hair reflects our culture and identities. Recognizing the need to bridge this gap, I founded Crown A!air.”
The line, which debuted in 2020, touts itself as a “love letter to your hair” and is formulated using clean, ethically sourced, and sulfate- and paraben-free ingredients. Best-selling products include The Leave-In Conditioner, The Dry Shampoo, The Finishing Gel, and The Towel, made with a special microfiber waffle knit to use on vulnerable wet strands.
“Crown Affair aims to bridge the gap, offering not just products but also a supportive community for individuals to embrace and care for their hair,” says Cohen. “We’re in a new season and landscape in beauty and it’s just starting to feel like haircare is happening in the way that skin and color cosmetics have arrived. I’m excited to be at the forefront of that new narrative and conversation around ‘no makeup makeup’ haircare and at the intersection of clean, luxury, and innovation.”
As the brand continues to evolve and grow, Cohen makes sure to stay grounded in her own personal routines. “I’m a believer in the power of visualization,” she says. “Taking time to close your eyes and visualize what’s ahead for you is how you manifest the future. I’m a very nimble and not nostalgic person, so as the world evolves, I’ll evolve with it.”
When it comes to having an idea, Cohen believes “you really just have to start in a small way. Just start and you’ll know right away as people respond to it. For me, it was a Google doc that kicked o! the light bulb moment to realize the disconnect and disempowerment people feel with their hair.” After failing to find products she wanted to use as part of a daily ritual, Cohen set out to create them. “I started making samples of our first four products, and I sent them to people with guidance on how to use them,” Cohen explains. “When the feedback came in and it was clear we had something viable to start executing on. Our goal is to transform the way people care for their hair at every touch point and ultimately their relationship to it. Hair is a major part of our identities and is a powerful act of self-care. Every day we aim to create excellent products that bring that sense of self-assurance and joy.”
