The less-is-more ethos behind Crown Affair makes it one of the freshest brands in hair

In recent years, there’s been much more attention brought to what we put on our skin with the rise of clean beauty and personal care…

But what about our scalp?


Our scalp is actually 6x more absorbent than other parts of our skin…

So we should be placing equally, if not more value on what we use on our hair.

Enter Crown Affair 👑

A first of its kind haircare brand that empowers people to redefine their relationship with their hair through accessible luxury products, guidance, and community.

Crown Affair is on a mission to make haircare part of your daily health and wellness routine. They want everyone to treat their hair with the same respect as what they put in their bodies.
Crown Affair originally started with a Google Doc that described Dianna Cohen’s 12-step haircare routine she sent out to a small group of friends.

The doc quickly blew up way beyond the initial email list…

Which was the lightbulb moment Dianna realized there was such a major disconnect between what people actually wanted and what existed in the space.


Crown Affair originally launched with 4 skus that were all focused on the post-wash ritual: a hair towel, comb, brush, and their hair oil. However, today they have over 18 skus that are designed to have touchpoints across your entire day.


The real innovation in Crown Affair is in their ingredients.

It has recognizable ingredients that are good for you and actually make your hair look good.

Which is unique since most clean haircare products don’t perform.

Dianna was originally introduced to a rare ingredient on a trip to Japan called tsubaki seed oil with a molecular structure that’s much smaller than oils we typically use in the US

(Coconut, argan, and moroccan oil)


She soon discovered these small molecular oils perform better on hair in general, and especially if you have fine hair.

And today, tsubaki seed oil is a main ingredient in many of their products.

Dianna also fully believes it’s not just what you put IN your hair, but HOW you apply it.

Which is why Crown Affair has such a strong emphasis on their tools.

Having a beautiful thing that brings you joy and makes you look forward to taking care of yourself is a lot more powerful than we give credit to.

The most important thing to Dianna is ingredient sourcing, given not all ingredients are created equal.

Kraft parmesan sure isn’t the same parmesan you get freshly shaved over a meal in Italy.

She’s all about distilling a product down to LESS ingredients that do MORE for you.


Dianna loves helping people maximize their heat-free look through the “art of the air dry”

She knows people are seeking education around how to take care of their hair, which is where she sees Crown Affair having a meaningful impact, especially on social.

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Check out the full interview below with Dianna Cohen to hear how Crown Affair got a patent for their hair towel 👀