Haircare· New York, USA · Updated 14 May 2026
Dianna Cohen
Former early-stage operator at Outdoor Voices and digital strategist at Away, Dianna Cohen founded Crown Affair in 2020 to translate the slow-ritual, brush-as-heirloom culture of European haircare into an American DTC brand.
"Hair care is not a problem to fix in the shower. It is a ritual you build."
— Dianna Cohen
Background
Cohen worked in early operating roles at Outdoor Voices and Away before founding Crown Affair in January 2020 — built around heirloom-grade brushes, silk towels, and ritual-led products.
The brand's first hero, the Brush No. 001, sold out repeatedly and became the visual signature of a more considered approach to haircare.
Philosophy
Tools before products — a $90 brush changes a routine more than a serum does.
Slow rituals beat fast claims.
Career timeline
- 2020Founds Crown Affair in New York
- 2022Expands into shampoo, conditioner, and the Oil No. 9 hero
- 2023Sephora launch
Press & appearances
Crown Affair Founder Dianna Cohen on Slow Beauty
interviewThe CutInside Crown Affair's Sephora Launch
featureGlossy
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Graph relationships
Timeline