Crown Affair is the quiet luxury queen of clean haircare. Like a Celine Classique Triomphe bag or a pair of loose tailored trousers by The Row, its minimalist black and white packaging, frosted glass bottles, and tortoise shell combs (handcrafted in Switzerland from 100% plant-based cellulose acetate) seductively whisper from the top of the vanity table or bathroom countertop. But where its visual language may be subtle, what’s on the inside speaks volumes.Described as “a love letter to your hair,” Crown Affair has brought a fervent following to the concept of the hair ritual and haircare as self-care. Rather than a rushed pursuit under the shower head or an aggressive scrunch of alcohol-laden styling product into hastily brushed locks, Crown Affair elevates the experience to a sensorial, effective, and elegant accent in everyday lives, proposing one slow down for those few minutes to savor the moment. Products are developed for all hair types with vegan, cruelty-, sulfate-, and paraben-free formulas, using ingredients like yuzu extract, tsubaki seed oil, persimmon powder, and coconut surfactants. Intentionality is perhaps the biggest word that comes to mind when describing Crown Affair’s products. Rather than creating an overload of SKUs, the brand has approached its product launch strategy with precision. For haircare, there is one version each of a shampoo, conditioner, scalp scrub, hair mask, scalp serum, leave-in conditioner, and hair oil. For styling, there is a dry shampoo (formulated as a powder to avoid a tacky hair feeling and avoid an aerosol component), hair perfume, and finishing gel.