How Dianna Cohen Built Crown Affair Into a Sephora Haircare Favorite With a Dry Shampoo
4/10/202634 min
We’re joined by Dianna Cohen, founder of Crown Affair, to talk all things building a modern haircare brand, from her now-iconic mint green aesthetic to the product that put her on the map. We get into her WOYF staples, the best lessons she’s learned from working at major brands like Away and Harry’s, and the one product she’ll never make (and why). Plus, what it really takes to scale in Sephora, what $9M in funding actually does behind the scenes, and how to shop smarter when it comes to haircare.
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Transcript preview
First 90 secondsSara Tan· Host0:00
[upbeat music] G-L-A-M, Los Angeles.
Kirbie Johnson· Host0:04
Hi, Kirbie. Hi, Sarah.
Sara Tan· Host0:07
Welcome to Los Angeles.
Kirbie Johnson· Host0:10
Welcome to the podcast, Diana. How are you?
Dianna Cohen· Guest0:18
I'm great. How are you guys doing?
Kirbie Johnson· Host0:19
We're thrilled. And- We're so happy to see you. Yes.
Speaker 3· Host0:22
Last time we saw you was at Max and Helen's, which we have to say, you were the first.
Dianna Cohen· Guest0:26
I- [laughs] The first.
Speaker 3· Host0:27
And then after you, many brands.
Dianna Cohen· Guest0:29
We love it. We love kicking it off strong. I love hanging out with people over pancakes and hot chocolate, so it was a treat to see you guys again.
Speaker 3· Host0:35
It was one of, one of the best events that we've been to in a long time.
Dianna Cohen· Guest0:38
Aw, thank you.
Kirbie Johnson· Host0:39
You were launching the Air Dry cream.
Dianna Cohen· Guest0:41
Yeah.
Kirbie Johnson· Host0:41
And I personally am obsessed.
Speaker 3· Host0:44
It's in my hair.
Kirbie Johnson· Host0:44
I'm normally not an Air Dry girl, but love it. Even just having it in my hair before I heat style.
Speaker 3· Host0:50
That's exactly how I used it today.
Dianna Cohen· Guest0:52
Yeah?
Speaker 3· Host0:52
Yes. So good.
Kirbie Johnson· Host0:53
Well, we love you on Substack. We love your products. We love you. And we love your taste. So if we may ask you, what is on your face? [twinkling music] What are five products that you can wax poetic about?
Dianna Cohen· Guest1:07
Ugh. It's so hard to narrow it down to five, as both of you know.
Kirbie Johnson· Host1:10
Yeah.
Dianna Cohen· Guest1:10
But let's start with, let's start with a little lip moment. I currently have on Saie Glossy Bounce. It's one of my favorite lips, and I feel like I could just do five lips alone. I have Mary Phillips Foundation on. Love it.
Kirbie Johnson· Host1:22
Le Skin.
Dianna Cohen· Guest1:22
Ugh, so g- it's literally so good and so lightweight. In my hair, I have Crown Affair Dry Shampoo. Wanna zhuzh it up, we just launched travel size, so I have