Crown Affair
A Harrys vet launched haircare with a $98 Japanese wooden brush. No shampoo, no serum.
Diana Cohen had spent years at Harry's, the men's razor direct to consumer brand, before launching her own hair care company in 2020 with a specific founding thesis. Hair tools were underserved by prestige beauty, and ritual was the category's real commercial wedge. Cohen had been an early employee at Harry's, learning how to build a direct to consumer brand in a category dominated by legacy manufacturers. She launched Crown Affair in 2020 with a hero product that was not a shampoo or a serum. The first ski was the brush #001, a handcrafted Japanese wooden hairbrush, priced at around $98, paired with a positioning around hair care as daily ritual rather than daily chore. The tool's first launch was the counter positioning. Prestige hair care had historically built around bottled products, with tools treated as an afterthought.
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