How Crown Affair is Building an Efficacious Brand: Founder Dianna Cohen on Lessons Learned, Balancing Growth with Creativity, and Cultivating Self-Care Rituals

Curious about what it takes to launch a luxury haircare brand at Sephora? In this episode, we’re joined by Dianna Cohen, founder of Crown Affair, who shares her journey from working with top brands to building her own company rooted in clean, effective products and intentional rituals. Dianna dives into the art of creating a visually distinct brand, the importance of assembling a strong team, and the lessons learned from her early partnerships. We also discuss her product philosophy: combining performance and efficacy while ensuring formulas remain clean and luxurious. Discover the significance of hair perfume, her daily rituals like journaling, meditation, and morning pages, and how her vision evolved as more brands embraced Crown Affair’s unique aesthetic. Dianna’s advice? Just start—and remember, consistency is key.

Follow Marianna: @marianna_hewitt

Follow Dianna: @diannacohen

Follow Crown Affair: @crownaffair 

Ouai: code MARIANNA15 for 15% off your entire purchase at theouai.com

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Our Place: code MARIANNA for 10% off at fromourplace.com

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