The brand

Founded in 2020 by Dianna Cohen — whose résumé includes Away, Into The Gloss and her consultancy Levitate — Crown Affair has built a following for its elevated, simplified approach to haircare. Hero products include The Dry Shampoo, The Oil, The Leave-In Conditioner and The Towel.

The growth

Crown Affair landed in nearly 60 Sephora stores in 2022. By 2024 it was reportedly generating ~$20M in revenue, with projections to reach ~$30M the following year. Industry sources estimate $40M–$50M in topline sales this year.

Sales were split roughly evenly between DTC and retail last year — a mix expected to shift further toward retail. The brand rolled out endcap placements at Sephora stores nationwide this year.

The strategy

A key imperative for Crown Affair is improving productivity inside Sephora. Choi describes a three-pronged plan: lean into hero products, boost basket size, and draw new customers through newness — notably The Smoothing Air Dry, which is bringing thicker- and curlier-haired consumers to a brand historically associated with finer, thinner hair types.

Crown Affair usually introduces only ~two hero products annually, prioritizing fewer, more meaningful product bets.

The category

Haircare has seen a string of deals lately — Henkel’s acquisitions of Not Your Mother’s and Olaplex, L’Oréal’s purchase of Color Wow. Per Circana, haircare grew 4% in mass and 8% in prestige in 2024, the steepest gain in any beauty category.