We built Crown Affair on a simple belief: that haircare can feel like a ritual to look forward to
Dianna grew up in Florida, where summers meant living in the pool and evenings meant sitting on the side of the bathtub while her mother combed out her wet hair. Slowly, without rushing. It was the first ritual she ever knew — and the one she kept coming back to.
Years later, after a decade building some of the brands that shaped how a generation shops and cares for itself — Into The Gloss, Away, Tamara Mellon — she wrote a Google Doc for a few friends about her hair routine. It traveled far beyond her network. That was the signal she needed.
Crown Affair launched in January 2020 with four essentials — the foundation of a hair ritual: a brush, a comb, a towel, and an oil. The belief behind all of it: haircare should feel like something worth doing — not a problem to solve, not a routine to get through, but a ritual that gives more than it takes.
Elaine joined before launch as Crown Affair’s founding president and now leads the company as CEO. Prior to Crown Affair, she was responsible for building out Larry Ellison’s wellness hospitality concept, Sensei, and brings go-to-market and scale-up experience across healthcare and education.
Between us, we cover a lot of ground: brand and operations, creative and commercial, the feeling a product should give you and the work required to deliver it at scale.
What we share is the conviction that women deserve haircare that works with their lives — and their time.
