Crown Affair has positioned itself as a modern luxury haircare brand by prioritising thoughtful product development, strategic retail expansion, and a strong brand narrative. Founded by Dianna Cohen, a marketing veteran rather than a hairstylist or scientist, the brand takes a different approach to premium haircare—one that emphasises ritual, simplicity, and long-term brand equity over trend-driven hype.

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Brand Positioning: Minimalism with Purpose

Crown Affair’s branding is restrained but deliberate. A muted sage green colour palette, refined typography, and an emphasis on high-touch product design signal a departure from mass-market haircare. The focus is on elevating everyday haircare into a ritual, a concept that aligns with the broader shift in beauty towards self-care as luxury.

Unlike brands that flood the market with endless formulations for different hair types, Crown Affair maintains a curated assortment. Products are designed to be multifunctional and adaptable rather than hyper-targeted, reinforcing the brand’s positioning as a considered, high-quality alternative to the complexity of traditional haircare lines.

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Product Strategy: Slow, Selective Expansion

Crown Affair launched with a focus on accessories—specifically a high-end hairbrush and tortoiseshell combs—before expanding into care products like its signature oil, leave-in conditioner, and finishing gel. This measured approach allowed the brand to establish credibility before competing in the more saturated shampoo and conditioner category.

Rather than rapid SKU expansion, the brand introduces only two to three new products per year, ensuring each launch is meaningful. Customer feedback plays a key role in product development, as seen with its recently introduced hydrating shampoo and conditioner, which were created in response to consumer demand for more options.

Retail and Distribution: Balancing Exclusivity and Scale

Crown Affair entered retail through niche, high-end stockists like Violet Grey and Goop before expanding into Sephora in 2022. The brand’s wholesale strategy has been central to its growth, with plans to expand into 450 Sephora locations by the end of 2025—a major jump from the 55 stores it was in the previous year.

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Sephora’s growing focus on prestige haircare aligns with Crown Affair’s positioning, making it a strategic retail partner as the brand seeks to scale while maintaining a luxury perception.

Marketing and Community: Selective, Organic Growth

Crown Affair has avoided mass influencer campaigns, instead opting for strategic partnerships with creators who naturally align with the brand. Founder Dianna Cohen, with over 37,000 Instagram followers, serves as the brand’s most visible advocate, blending product education with lifestyle-driven content.

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Gifting has been the primary driver of influencer-led growth, with the brand leveraging word-of-mouth and organic endorsements rather than traditional paid partnerships. This strategy ensures credibility and maintains an aspirational, insider feel even as the brand expands.

Financial Growth and Future Outlook

In November 2024, Crown Affair closed a $9 million Series B funding round, bringing its total funding to $16 million. The brand projects $30 million in sales for 2025, up from $20 million the previous year. This next phase of growth will be driven by retail expansion, brand awareness, and a continued focus on product innovation within the high-end haircare category.

While Cohen has stepped back from daily operations, newly appointed CEO Elaine Choi is leading the company’s strategic growth efforts. The brand’s long-term goal is to build a “legacy” business with lasting relevance in the luxury haircare space.