What Crown Affair does

Crown Affair is a New York-based prestige haircare brand founded in January 2020 by Dianna Cohen (now Founder, with Elaine Choi serving as CEO since 2025), operating as a venture-backed private company (Crown Affair, Inc., Delaware). The company develops and sells a curated portfolio of 18+ clean haircare formulas and artisan tools across shampoo, conditioner, treatments, styling, brushes, combs, accessories, and silk products, plus limited-edition collaborations. Core technology centers on proprietary ingredient systems — including trademarked Tsubaki Meadows (Camellia Japonica seed oil blend), Yuzu Ceramide B, Brush Away Blend, and a clinically-proven superfood blend — alongside a patented microfiber waffle-knit hair towel design and clinically-validated efficacy claims (e.g., 87% shine increase, 75% breakage reduction, 24-hour frizz control, heat protection up to 450°F). Products are cruelty-free, vegan across hero SKUs, and formulated without parabens, sulfates, PFAS, and talc.

The business operates a hybrid go-to-market: direct-to-consumer e-commerce at crownaffair.com (supplemented by a 10% subscription discount, Build Your Ritual personalization tool, and digital gift cards) combined with prestige retail distribution through Sephora (expanded nationwide to all doors in May 2026), Goop, Violet Grey, and Moda Operandi — totaling 800+ distribution points. Pricing spans $12-$250, with curated bundles offering up to 20% savings to lift average order value. The company has raised $15.7M across three disclosed rounds (Series A $5M May 2022 led by True Beauty Ventures, Series B $9M Nov 2022 led by True Beauty Ventures, Series C May 2026 led by Stride Consumer Partners with True Beauty Ventures participation), with Gwyneth Paltrow as a notable individual investor. Recognitions include BeautyMatter FUTURE50 (2026), Allure Best of Beauty for The Dry Shampoo (2026), and Forbes 30 Under 30 for founder Dianna Cohen (2024).

Name

Crown Affair

Legal name

Crown Affair, Inc.

Website

https://www.crownaffair.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Crown Affair is a New York-based prestige haircare brand founded in 2020, selling 18+ clean formulas and artisan tools through DTC, Sephora nationwide, and Goop/Violet Grey to consumers seeking elevated daily haircare rituals.

Ownership category

akta.pro rank

Product category

Prestige Haircare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Shampoo & Scalp Cleansers (CRABABAA)

akta.pro secondary industry

Conditioners & Hair Masks (CRABABAB)

Keywords

• Clean haircare products
• Hair styling tools
• Prestige beauty brand
• Haircare formulations
• Hair accessories retail

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales

Revenue model

1. Direct-to-Consumer Product Sales: Primary revenue stream through crownaffair.com e-commerce platform selling haircare formulas, tools, and accessories. Products sold at various price points from $12 to $250+.
2. Subscription Program: Subscription model offering 10% discount with products shipped at regular intervals (2, 3, 4, or 6 months) for recurring revenue.
3. Retail Distribution: Products distributed through Sephora retail doors, Goop, Violet Grey, and Moda Operandi generating wholesale revenue.
4. Bundled Products: Curated ritual bundles offering up to 20% savings, driving higher average order values through product pairing.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Crown Affair develops, formulates, and sells clean prestige haircare products including leave-in conditioners, dry shampoos, air-dry styling creams, hair masks, and scalp treatments, alongside hair tools such as patented microfiber towels, brushes, combs, and clips. The company markets these through its direct-to-consumer website and prestige retail partners (Sephora, Goop, Violet Grey, Moda Operandi), bundling them as curated rituals to transform daily haircare routines.

Product overview

Crown Affair is a modern haircare brand founded in 2020 by Dianna Cohen, now led by CEO Elaine Choi, offering a curated collection of clean formulas and artisan tools designed to transform daily haircare into mindful rituals. The portfolio centers on 18+ hero products including The Towel (microfiber hair towel), The Leave-In Conditioner, The Dry Shampoo Powder, The Texturizing Air Dry Mousse, The Overnight Repair Serum, and The Smoothing Air Dry Cream, complemented by various styling tools (brushes, combs, clips, scrunchies), hair accessories, and curated bundles. The brand emphasizes air-dry routines, clean ingredients, and ritualistic self-care, positioning haircare as an intentional moment rather than a chore. Products are distributed through Sephora, Goop, Violet Grey, and direct-to-consumer channels, with recent expansion to all Sephora doors nationwide following a Series C funding round in 2026.

Differentiator

Problem solved

Functional benefit

Brands

• Crown Affair x ILIA: Limited-edition collaboration with ILIA beauty brand featuring The Towel in Pink and an out-the-door ritual collection.
• Crown Affair x U Beauty
• Crown Affair x Jennifer Fisher
• Crown Affair x Éliou

Products and services

• The Towel Microfiber waffle knit hair towel with patented shape and elastic strap designed to protect strands and speed up drying for all hair types and textures.
• The Leave-In Conditioner Weightless hydrating cream for damp or dry strands with Tsubaki Meadows, delivering moisture, frizz control, heat protection, and detangling.
• The Dry Shampoo (Powder) Non-aerosol talc-free dry shampoo powder with Tapioca Starch, Persimmon Extract, and Tsubaki Seed Oil that absorbs oil and deodorizes without leaving a white cast.
• The Texturizing Air Dry Mousse Crunch-free aerosol- and alcohol-free mousse that enhances waves, adds volume, and defines curls while allowing residue-free restyling.
• The Overnight Repair Serum Clinically proven leave-in treatment that strengthens, softens, and smooths strands overnight, reducing breakage up to 75% with continued use.
• The Smoothing Air Dry Cream Clinically backed multitasking styling cream featuring Yuzu Ceramide B that smooths frizz, adds hydration and shine, defines natural texture with 24-hour control, and provides heat protection up to 450°F.
• The Hydrating Shampoo Hydrating cleanser for dry or damaged strands formulated with coconut-based surfactants and Tsubaki Seed Oil.
• The Hydrating Conditioner Moisturizing conditioner for thick, damaged, or dehydrated strands with Red Algae Extract that adds strength, shine, bounce, and softness.
• The Volumizing Shampoo Volumizing cleanser for fine, oily, or flat strands formulated with coconut-based surfactants, rice protein, and sodium hyaluronate.
• The Volumizing Conditioner Thickening conditioner with rice protein and hydroxypropyl starch phosphate that adds bounce, volume, and strength to fine hair.
• The Renewal Mask Luxurious treatment mask for deep hydration of dry or damaged hair.
• The Cleansing Scrub Whipped scalp scrub that exfoliates and cleanses the scalp.
• The Radiance Oil Lightweight hair oil clinically proven to increase shine by 87%, deliver 24-hour frizz control, and protect hair from heat up to 450°F.
• The Finishing Gel Versatile gel-cream for buildable hold with a natural finish, formulated with plant-based starches and jojoba oil.
• The Finishing Spray Non-aerosol, alcohol-free hairspray with flexible hold for everyday styling.
• The Calming Scalp Serum Nutrient-rich restorative serum designed to soothe the scalp.
• The Signature Scent Luxurious perfume for strands featuring a botanical, fresh, uplifting fragrance profile.
• The Brush No. 001 Nylon and boar bristle brush with dual-bristle design that distributes natural oils and gently stimulates the scalp.
• The Comb No. 001 Handmade wide tooth comb for detangling anywhere.
• The Clips Handcrafted clips made in Italy from plant-based cellulose acetate with two rows of teeth for secure hold without breakage or kinks.
• The Silk Pillowcase 100% Mulberry Silk pillowcase that adds shine while you sleep and reduces friction on hair.
• The Best Seller Trio Bundled trio of The Leave-In Conditioner, The Dry Shampoo, and The Texturizing Air Dry Mousse offering 15% savings.
• The Air Dry Trio Bundle of The Towel, The Leave-In Conditioner, and The Texturizing Air Dry Mousse designed for smooth, textured, air-dried hair.
• The Travel Bundle TSA-friendly bestsellers bundle including The Case, Travel Volumizing Shampoo, Travel Hydrating Conditioner, Travel Leave-In Conditioner, and Travel Texturizing Air Dry Mousse, saving 20%.
• The Curl Collection Complete curl ritual bundle pairing The Towel, The Leave-In Conditioner, The Smoothing Air Dry Cream, and The Finishing Gel.
• Crown Affair x ILIA The Towel in Pink Limited-edition microfiber hair towel in ILIA Pink from the Crown Affair x ILIA collaboration.
• Crown Affair x ILIA Out-the-Door Ritual Limited-edition collection of Crown Affair and ILIA essentials designed to hydrate, refresh, and simplify the getting-ready routine.
• Crown Affair x U Beauty On-The-Go Duo Limited-edition duo pairing Crown Affair's Dry Shampoo with U Beauty's Plasma Lip Compound in portable travel formats.
• The Big Clip by Crown Affair x Jennifer Fisher Signature clip redesigned in a bigger silhouette in collaboration with jewelry designer Jennifer Fisher.
• The Gift Card Digital gift card available in denominations of $10, $25, $50, $100, or $250 with optional custom embroidery.

Quantifiable outcome

• Increases shine by 87% (clinically proven)
• +4 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Six partnerships are on record, tiered flagship, core and minor.

• ILIAflagshipStrategic or Co-development Partner · 19 June 2026Limited-edition collaboration featuring The Towel in Pink and out-the-door ritual. Two clean beauty brands celebrating thoughtful formulas and the simple art of getting ready.
• SephoracoreChannel Partner/ Reseller/ Distributor · 3 April 2026Major retail distribution partnership with nationwide expansion into all Sephora retail doors. Brand's largest retail channel driving scale and consumer discovery.
• U BeautyflagshipStrategic or Co-development Partner · 31 March 2026Limited-edition collaboration launching The On-The-Go Duo pairing Crown Affair's Dry Shampoo with U Beauty's Plasma Lip Compound in new portable formats. Event held at Cipriani Beverly Hills celebrating the launch.
• Jennifer FisherminorStrategic or Co-development Partner · 1 January 2026Collaboration featuring The Big Clip by Crown Affair x Jennifer Fisher, redesigned in bigger silhouette, and Jennifer Fisher Slick Back Trio.
• ÉliouminorStrategic or Co-development Partner · 19 April 2025Collaboration on beachy accessories collection, combining haircare and jewelry for summer styling.
• The OutsetminorGTM or Marketing Partner · 29 August 2024Wellness event partnership with The Outset and Pvolve for brand activations and marketing reach.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Olaplex: Olaplex is the leading bond-building prestige haircare brand, distributed across Sephora and global prestige retail. It is the most direct category benchmark for Crown Affair — both brands occupy the prestige Sephora channel with technology-led, clinically-positioned hair formulations, though Olaplex operates at materially larger scale with patented bond chemistry.
• Ouai: Ouai is a celebrity-hairstylist-founded (Jen Atkin) prestige haircare brand sold at Sephora, with comparable clean, ritual-driven positioning, premium price points, and DTC infrastructure. It competes head-to-head with Crown Affair in Sephora's haircare assortment.
• K18: K18 is a prestige leave-in bond treatment brand distributed at Sephora and professional channels, with a clinically-led, technology-driven marketing posture. Comparable to Crown Affair in targeting prestige Sephora shoppers seeking science-backed, results-oriented haircare.
• Briogeo: Briogeo is a clean-beauty-driven prestige haircare brand distributed at Sephora and DTC, with similar ingredient-led positioning (no sulfates, parabens, silicones, phthalates), celebrity/co-founder credibility, and Sephora distribution — making it one of the closest category analogs to Crown Affair.
• Amika: Amika is a prestige haircare brand with Sephora distribution, an inclusive positioning, and a broad SKUs-spanning assortment (shampoos, treatments, stylers, tools). It directly competes for Sephora shelf space and prestige millennial/Gen-Z consumer mind-share with Crown Affair.
• Verb: Verb offers salon-quality, affordable-prestige haircare sold through Ulta, Sephora (select), and DTC. Comparable to Crown Affair as a younger, digitally-native brand with a tools + formulas mix, though positioned at a slightly lower price tier.
• Pattern Beauty: Pattern Beauty is a celebrity-founded (Tracee Ellis Ross) clean, textured-hair-focused prestige haircare brand sold at Sephora and Target. Comparable to Crown Affair in the clean-prestige, founder-led, Sephora-distributed positioning with a culturally-defined audience.
• dpHUE: dpHUE is a prestige color- and care-focused haircare brand with strong Sephora and DTC presence. It overlaps with Crown Affair in the clean, color-protective, ritual-oriented positioning at the Sephora haircare set.

Broad incumbents

• Moroccanoil: Moroccanoil is the established prestige hair-oil and haircare incumbent with global distribution across salons and prestige retail. It owns the hair-oil adjacency where Crown Affair's Radiance Oil competes, and represents the legacy powerhouse Crown Affair is positioning against in Sephora's prestige haircare set.
• Living Proof: Living Proof is a science-led prestige haircare incumbent (Unilever-owned) distributed through Sephora and salon channels. It competes with Crown Affair in the science-meets-prestige narrative but at significantly larger scale and R&D depth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/crownaffairhq
• Instagraminstagram.com/crownaffair
• TikToktiktok.com/@crownaffair?lang=en
• Xx.com/crownaffairhq
• LinkedInlinkedin.com/company/crownaffair

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds11 records

Investors14 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Crown Affair