Dianna Cohen was at a particularly stressful point in her career when she had a breakthrough moment: Burnout and stress was causing her to experience significant hair loss—which is when she realized there was a void in the marketplace for products that offered a solution. “It opened my eyes to how many of us are searching for something deeper in our routines—clean, effective formulas that make your hair look incredible yet feel intuitive to use at home,” she says. So she decided to create her own line of methodical hair products: Crown Affair, which debuted in 2020 at a time when the entire world was highly stressed and stuck at home during Covid.
“The heart of Crown Affair is about taking your time,” Cohen says. “It’s about intentionally creating space in your day to care for yourself in a way that feels grounding and true. When I launched the brand, I wanted to build something that redefined how we think about haircare: not as a chore or a trend to chase, but as a ritual to return to.” For Cohen, everything she creates is grounded in intention. “Our ethos is rooted in everyday practices, timeless design and clean, effective formulas that honor the individuality of each person’s hair journey,” she says.
In just five years, the brand has gone viral and the popular Dry Shampoo has become an award-winning bestseller—and you can now find it on the shelves of Sephora. “Seeing Crown Affair on shelves at such an iconic retailer and knowing it was resonating with people was incredibly validating. But honestly, it’s the quieter moments that stay with me most,” Cohen says. “A deeply personal message from a customer who says the products have transformed their hair and given them so much time back, or spotting Crown Affair on someone’s shower shelf next to their most-loved essentials—that’s when I really feel the impact we’re making.”
Below, we follow the brand founder around for the day to get a look at what life is like as a female entrepreneur with a viral beauty brand to nurture.
“Depending on the day, my mornings take on different rhythms—early call times for shoots or travel days can shift things—but when I’m home, my routine usually begins around 7:30 or 8 a.m., after a late bedtime (I’m definitely a night owl and often feel most creative in the evenings),” Cohen says. “I start by stepping out onto our balcony in Miami to get a few quiet minutes of sunlight and presence. Then it’s a short meditation, followed by my daily gua sha ritual—it’s become one of my favorite ways to gently ground myself before the day begins. Just knowing I get to ease into the day with these practices makes me genuinely excited to wake up. For gua sha, I use the Ritual Oil from Oak Essentials with a stainless steel tool—it’s such a small act, but it sets the tone.”
“I love the ritual of making my drink, using a frother to add a little joy, and mixing in Agent Nateur Holi (Radiance) for that extra glow from within,” Cohen says. “I’ll make an iced matcha or iced Americano, which I sip slowly while writing my morning pages. That stream-of-consciousness journaling clears mental space and sets a more intentional tone for the day. By 9, I like to move—sometimes it’s a Pilates class, other days just a stretch session or a short at-home workout. To me, caring for yourself isn’t indulgent—it’s essential. Crown Affair is a gentle reminder that beauty can be both elevated and accessible, and that slowing down often leads to the most lasting transformation.”
“From there, I’ll shower and get into my skincare and haircare routine,” Cohen says. “On wash days, I really take my time (and usually film content); on non-wash days, I swear by our Crown Affair Dry Shampoo—it’s truly a game-changer. After some protein (usually a couple of eggs), I’m at my desk by 10 a.m.”
“My workday flows between creative ideation, product development and time with the team,” Cohen says. “I always have my journal with me—it’s my anchor, as I love to handwrite both in my journal and most of my notes. Starting each day with morning pages (The Artist’s Way is another key tool that keeps me inspired) helps me clear my head and focus my energy, especially when things feel overwhelming. I’ve also learned how important time management is, and I rely on structure to give me space for flow. Working with a coach has been transformative in helping me grow as a founder and lead with clarity and intention.”
“Around noon or 1, my husband and I make lunch together and take a short walk—it’s our reset before diving back in until around 7 p.m.,” Cohen says. “I lean on my husband (as well as my friends and family)—they remind me who I am outside of work, which is everything. Having that personal balance is what truly fuels my success.”
“I have big ambitions for Crown Affair for the decade ahead, and also meaningful personal goals, so afternoons are focused on diving back into building the brand,” Cohen says. “Professionally, expanding Crown Affair globally is top of mind—bringing our message of care and ritual to new markets and connecting with communities around the world. Personally, I’d love to carve out more space for creative expression, whether that’s writing a book, starting a podcast or creating something that brings together the stories, rituals and lessons I’ve gathered through building this brand. I’m excited to explore what’s possible when you take your time and follow what truly moves you.”
“Evenings are a little looser,” Cohen says. “Sometimes we cook and unwind at home; other nights we’ll head out to see friends or host people. Laughter is one of my favorite ways to unwind—there’s nothing like comedy to shift your energy and reset your mind. Lately, I’ve been loving Amy Poehler’s Good Hang—it’s such a joy. I’ll often put on a funny interview or a stand-up special to fully unplug. I also love reading fiction, seeing live music or catching a great show. Entertainment, when it brings you joy, can be such a form of care. I usually find my second creative wind after 9 p.m.—it’s when I get most inspired. I’m sure these rhythms will change as my life changes, too, but right now I listen to the flow!”
“I love a nighttime ritual—how you wind down truly sets the tone for the next day,” Cohen says. “My evening hair routine is something I look forward to, especially now, as I’ve been testing a new product (let’s just say great things really can happen overnight). I’ll make a warm cup of lemon, fresh ginger and honey, and put on calming 528hz frequencies as I ease into my evening. One of my favorite rituals is brushing my hair before bed—it stimulates the scalp, distributes natural oils and helps release any tension from the day. I also apply our Dry Shampoo before sleep: Letting it absorb overnight gives me the most effortless volume at the crown come morning. It’s like giving your future self a head start.”
Next up for Cohen and her ever-evolving brand? “My vision is for more people to experience the efficacy and transformative power of Crown Affair products—to take the time, use the products consistently and discover what their hair is truly capable of,” she says. “It’s incredible what happens when you shift from trying to fix or tame your hair to understanding and caring for it with intention. Long term, I want Crown Affair to be where our customers are—globally, and across every stage of life.”