Launch Date: January 2020
Geography: New York, NY, US
Founder: Dianna Cohen, Founder
Executive Team:
2026 Full Year Projected Revenue: $30M - $50M, according to industry estimates
Primary Category: Haircare
Other Category: Fragrance
Funding: Venture Capital
In November 2022, Crown Affair closed a $9 million Series B funding round, led by True Beauty Ventures.
In May 2022, Crown Affair closed a $5 million Series A funding round led by True Beauty Ventures with participation by Gwyneth Paltrow, Brad Murray (Westrie Ventures, co-founder of Tatcha), Jaclyn Johnson (New Money Ventures), Sidekick Partners, Montage Ventures, and Stage 1 Fund.
In January 2020, Crown Affair raised $1.7 million in seed funding led by Brand Foundry with participation by Thirdlove's Heidi Zak, Create & Cultivate's Jaclyn Johnson, Brian Spaly of Bonobos and TrunkClub, and Shiza Shahid of Malala Fund and OurPlace.
Primary Distribution Channel: Prestige
Other Distribution Channels:
Key Retail Partners:
Key Markets:
2026 Projected Offline Distribution Points: 800
Crown Affair originated from the belief that when you create space to care for yourself, everything else changes. We started with hair because it’s one of the most intimate, daily rituals we all share—and one of the most overlooked. We offer time-saving rituals for your best hair and develop formulas, tools, and accessories meant to live with you—not just on your shelf, but in your routines, your bathroom, your life. Our approach is simple: We take our time so you don’t have to. Every formula and tool is developed with care, precision, and intention—because thoughtful design upfront creates effortless results later. What started as a mission to help women build a more grounded, intimate relationship with their hair has resulted in a collection of elegant solutions that integrate seamlessly into a woman’s routine and support her in showing up confidently in her day.
Insights: Elaine Choi, CEO
Why now and why you?
We’re at a point where the need for what we make is becoming clearer. As our Sephora presence has grown, more women are looking for dependable, time-saving essentials that feel elevated without being complicated.
What fuels your competitive advantage?
A relentless commitment to quality—materials, formulas, and experience—and an equally rigorous discipline around process. We build slowly, deliberately, and with intention.
What are you most proud of accomplishing to date?
Creating rituals women genuinely rely on. When she tells us our products save her time, simplify her mornings, or give her the confidence to walk out the door feeling like herself—that’s the impact we care about.
What is the one thing you wish someone had told you?
Protecting the pace of the company is just as important as chasing growth. Slowness is a strategic choice, not a luxury.
What would you tell your past self before starting this journey?
Trust your instincts, even the inconvenient ones. They’ll steer you long before the data catches up.
What does success look like in the next 3-5 years?
Sustained profitability, category-defining product leadership, expanded distribution, and a team that feels proud of where they work. Cultural relevance built through consistency—not virality.
What's one industry trend that is overhyped, and what's being overlooked?
Overhyped: speed—particularly the pressure to launch constantly.
Overlooked: craft. Consumers can feel the difference between products that are made thoughtfully and those that aren’t.
How do you think the industry needs to evolve?
Toward durability over disposability. Fewer, better products built with respect for people, time, and resources.
If you could wave a magic wand, what one wish would you make for your business?
The ability to scale while maintaining the intimacy and integrity of how we build today—protecting the soul of the brand as we grow.
