How Dianna Cohen Built Crown Affair Into a Sephora Haircare Favorite With a Dry Shampoo
Gloss Angeles
Kirbie Johnson and Sara Tan
4.6 • 772 Ratings
🗓️ 10 April 2026
⏱️ 34 minutes
🧾️ Download transcript
Summary
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
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| 0:00.0 | G-M-A-M, Los Angeles. |
| 0:05.7 | Hi, Kirby. |
| 0:07.0 | Hi, Sarah. |
| 0:08.5 | Welcome to Los Angeles. |
| 0:15.0 | Welcome to the podcast, Diana. |
| 0:18.0 | How are you? |
| 0:18.6 | I'm great. |
| 0:19.1 | How are you guys doing? |
| 0:19.9 | We're thrilled. |
| 0:20.7 | We're thrilled. |
| 0:38.4 | We're so happy to see you. Last time we saw you was at Max and Helens, which we have to say, you were the first. The first. And then after you, many brands. 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. It was one of the best events that we've been to in a long time. |
| 0:39.4 | Oh, thank you. |
| 0:41.1 | You were launching the air dry cream. Yeah. hot chocolate. So it was a treat to see you guys. It was one of one of the best events that we've |
| 0:37.7 | been to in a long time. Oh, thank you. You were launching the air dry cream. Yeah. And I personally |
| 0:43.0 | am obsessed. I'm normally not an air dry girl, but love it. Even just having it in my hair before |
| 0:49.3 | I heat style. That's exactly how I used it today. Yeah. Yes. So good. Well, we love you on substack. We love your |
| 0:56.7 | products. We love you. And we love your taste. So if we may ask you what is on your face? What are |
| 1:04.0 | five products that you can wax poetic about? It's so hard to narrow it down to five, as both of you |
| 1:10.0 | know. But let's start with, |
| 1:11.4 | let's start with a little lip moment. I currently have on say 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. Lays skin. It's so good. It's literally so good and so light weight. In my hair, I have crown fair dry shampoo. |
| 1:27.5 | I want to jizz it up. |
| 1:28.4 | We just launched travel size. |
... |
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