Crown Affair, the haircare startup founded by Dianna Cohen, has seen incredible growth in the past couple of years. After launching in January 2020, the brand has quickly expanded its presence, entering Sephora in 2022 and attracting significant attention on social media. With celebrity endorsements, including Doja Cat wearing the brand’s hair towel at the 2024 Met Gala, Crown Affair’s profile has skyrocketed.
This year, the brand aims to hit $30 million in revenue, up from $20 million the previous year, marking a significant milestone in its journey.
Elaine Choi’s Role in Crown Affair’s Success
Elaine Choi, who joined Crown Affair just before its launch, has been instrumental in helping the brand achieve its rapid success. Initially serving as the founding president and COO, Choi was recently elevated to CEO, where she continues to lead the company’s strategic growth. In a recent appearance on the Modern Retail Podcast, Choi shared her vision for the brand and what’s next for Crown Affair.
“I was brought in as an operator to complement Dianna’s creative vision,” Choi explained. “We connected instantly through a mutual friend, and I moved from Los Angeles to New York to help launch Crown Affair.”
Choi, a former cross-country athlete, often compares her role to preparing for a race. Her focus on operational efficiency, ensuring the brand moves forward smoothly, has played a crucial part in Crown Affair’s expansion.
Redefining Hair Rituals
Crown Affair’s mission is to help people redefine their relationship with their hair, offering high-quality, foundational products like “the oil” and “the dry shampoo.” Many of the brand’s customers first discovered Crown Affair through Dianna Cohen’s popular social media presence, where she shares haircare tips and behind-the-scenes glimpses of product development.
Cohen, the creative force behind the brand, and Choi, the operational leader, have formed a successful partnership that has driven Crown Affair’s growth. Choi’s expertise in operations and Cohen’s visionary leadership have been a winning combination, and together, they continue to expand the brand’s reach.
Conclusion
With Elaine Choi’s leadership and Dianna Cohen’s creativity, Crown Affair has become one of the standout names in the haircare industry. The brand’s rapid growth and influence, including its upcoming revenue goals, are a testament to their successful partnership and shared vision. As Crown Affair continues to redefine hair rituals, its future looks brighter than ever.
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