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“It’s like makeup without hair makeup”

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Luxury hair care business Crown Affair turned two on January 28. Founded by Dianna Cohen, the brand begins its first year by launching Sephora and the release of a popular leave-in conditioner.

For those who don’t know the brand, Crown Affair is synonymous with rituals and taking time to take care of your hair. The brand is Credo Clean and Sephora Clean, and he favors truly effective formulas. Of hair oil and shampoo and conditioner duo to top quality combs and brushes, Crown Affair’s offerings cover all your hair maintenance needs while still being super groomed. the the brand’s new leave-in conditioner has been in the works for nearly two years and finally makes its worldwide debut today, February 1.

In Knowledge Julia Webb caught up with Cohen on Zoom to get the full breakdown of what defines Crown Affair leave-in conditioner apart from the rest and why launching at Sephora was the instinctive next step for the brand.

Dianna Cohen, CEO and Founder of Crown Affair<br />Credit: Crown Affair” data-src=”–/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MA–/ 59403cad761984a2ba341e280fe62386″/><noscript><img alt=Credit: Crown Affair” src=”–/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MA–/″ class=”caas-img”/>

Dianna Cohen, CEO and Founder of Crown Affair
Credit: Crown Affair

While a hair oil and shampoo were natural additions to Crown Affair’s bespoke offering, Cohen wasn’t always one for leave-in conditioners — gravitating towards oils and hair masks instead. Then, after using a drugstore leave-in that left her hair “amazing” but had a lackluster ingredient list, Cohen asked her chemist if a better leave-in with a light cream texture was even possible. Spoiler alert: it does.

“I feel like the leave is the best symbol of our brand in terms of makeup without hair makeup. It’s not that you don’t wear reconcile when you make up without makeup; it just enhances your hair. It makes it a little better instead of changing or transforming it.

For those who haven’t yet incorporated a leave-in into their hair care routine, Cohen explains that there are several ways to use the product, which is a moisturizer and styling cream duo, depending on your hair type. If you have type three or four curly hair, you will likely use more product. The founder’s pro trick is to mix it with a little water and put it in a spray bottle. If you have wavy hair, type one or two, you can just add one to two pumps to your hair. Those with curlier, longer hair can use leave-in daily, while those with finer, straighter hair can stick to every other day or use it as needed.

While Cohen prefers to use leave-in on wet hair and coat it with oil from Crown Affair, she shares that you can also use leave-in on dry hair to bring second or third day hair back to life. Whatever the application, this product is sure to bring out your hair’s natural texture while adding shine and body to your locks.

When it comes to the difference between hair oil and leave-in, Cohen says, “It’s almost the skincare equivalent of a face oil and a cream-based moisturizer. They do similar things, but they get different results depending on your hair type and what you need.

Crown Affair Leave-In Conditioner$48

Credit: Crown Affair

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As for the leave-in formula, Cohen says she “went very far in testing” and was very particular about the end result, right down to the frosted glass container and pump dispenser.

“I’ve really leaned on our community and our product development team, which has a whole network of testers, to give my opinion, because I know how I feel about a furlough, but I have a lot less time testing leave in my lifetime compared to a shampoo.

The leave-in’s star ingredient is ultra-hydrating and lightweight Tsubaki Seed Oil, which Cohen was first introduced to in Japan during a scalp ‘facial’. Find this hero ingredient in the brand’s hair oil, hair mask and Dry shampoo. The leave-in also uses the brand’s signature scent of bergamot, yuzu and lemongrass.

While all of Crown Affair’s products are clean, which is an integral part of the brand’s identity, Cohen emphasized the importance of each product’s effectiveness. “I won’t bring anything into the world that I don’t like too… I don’t just do a clean label for the sake of being clean. We’re so intentional that they’re flagships and we’re not rushing their launch. It’s 2022 – there’s so much out there. We don’t need to throw things just to throw things. We have to launch things because they are better.

Crown Affair

The leave-in
Credit: Crown Affair

Cohen learned how important patience and self-reflection are to running a successful brand: Crown Affair launched just weeks before the COVID-19 pandemic turned the world upside down.

“You certainly don’t dream of starting a business and having a global pandemic occur, but putting people first has always been in our DNA. Every hire we’ve made, every product we’ve developed – we’ve just been intentional and aware.

“I think this time for everyone was a catalyst to ask, ‘Why do I do the things that I do? How do I do this? What is really important to me? How am I spending my time? And the truth is, before, as a team member or a consultant, I felt like I was on a treadmill of go go go, grow grow grow, and it was like, ‘Wait – let’s pause for a second.’ The irony is that our message has always been to take your time and slow down.

Cohen also noted that Switzerland manufactures Crown Affair combs and that the brand has suppliers located in France and Japan, so it is more than familiar with supply chain issues and managing delays. But these setbacks did not precipitate the brand: “You don’t have a second chance to launch a product.”

Credit: Crown Affair

Credit: Crown Affair

Crown Affair hits Sephora on February 1which, Cohen explains, is the natural next step for the brand.

“Sephora is so exciting because no matter how hard we try, we’re not a huge, pay-as-you-go, marketing-and-grow-at-all-costs company. For us to have a partner in them like that megaphone to hopefully say “it’s legit and an amazing product” is amazing.

“I feel like it’s such a huge moment and an opportunity to show the world that you can have clean and better formulas. And not everyone will be willing to pay more than $30 for a shampoo, but there are a lot of people (myself included) who have been paying $50 for a shampoo for a long time, and it wasn’t clean: it got ended up stripping my hair.”

Cohen regularly compares Crown Affair’s products to skincare, so having her on the shelves among the biggest names in the skincare industry just felt right.

“Crown Affair kind of lives in the market for modern and ambitious, but also clean, so I really feel like Sephora is the right partner. We had great partners in goop and purple grayand obviously people are looking for Crown Affair on Amazon all the time, but Sephora and their team were so excited about the brand and put a commitment behind it in terms of storage space. They have a vision and I think they have been the industry leader for the past decade.

And, since Sephora is truly a one-stop-shop for all beauty essentials, Cohen also shared what she’ll be adding to her Sephora cart this season (besides Crown Affair, of course).

“I like Drunk Elephant Protini Polypeptide Moisturizer: It is an excellent moisturizer. I also like Ilia. I recently ran into them, which is funny because they’ve been around for ten years. I kind of graduated from the Laura Mercier products that my mom used in cleaner options, which, to be quite honest, was a big red flag. I like Ilia’s mascara and skin tone.”

Dianna Cohen’s Sephora Picks

LTR: <a href="" rel="nofollow noopener" cible="_Vide" data-ylk="slk:Drunk Elephant Protini Polypeptide Hydratant" classe="lien rapide-noclick-resp">Drunk Elephant Protini Polypeptide Moisturizer</a> //<a href="" rel="nofollow noopener" cible="_Vide" data-ylk="slk: Ilia Super Serum Teinture pour la peau" classe="lien rapide-noclick-resp"> Ilia Super Serum Skin Tint</a> //<a href="" rel="nofollow noopener" cible="_Vide" data-ylk="slk: Mascara allongeant les cils Ilia Limitless" classe="lien rapide-noclick-resp"> Ilia Limitless Lash Lengthening Mascara</a><br />Credit: Sephora” data-src=”–/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MA–/ “/><noscript><img alt=Drunk Elephant Protini Polypeptide Moisturizer // Ilia Super Serum Skin Tint // Ilia Limitless Lash Lengthening Mascara
Credit: Sephora” src=”–/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MA–/″8 classde97468″ =”caas-img”/>

Crown Affair will be available to shop online at starting today, February 1, and in stores March 1. You can also shop for all Crown Affair products, tools and accessories on its website.

This interview has been edited and condensed.

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