• HSR ICYMI
  • Posts
  • Crown Affair's Dianna Cohen Gets Hot Smart Rich

Crown Affair's Dianna Cohen Gets Hot Smart Rich

How She Built a $20M Brand—And Then Fired Herself as CEO (Crown Affair)

You're currently a free subscriber to HSR. For the full experience, upgrade your subscription.

♡ This Week’s Episode ♡

In this episode of Hot Smart Rich, I sit down with Dianna Cohen—founder of Crown Affair, the clean luxury haircare brand redefining what premium beauty really means. Before launching her own brand, Dianna built her career working alongside Emily Weiss at Into The Gloss and helped shape iconic DTC brands like Away. It was a crash course in storytelling and brand building.

By 2024, she scaled Crown Affair to $20M in sales and raised $15M in venture funding. Then—she did something bold: she fired herself as CEO.

This episode isn’t about quitting—it’s about redefining. Dianna shares what it really means to build an emotionally resonant brand in a hustle-obsessed world, and how stepping into a more creative, intuitive role has led to her most powerful chapter yet.

You can connect with Dianna on Instagram:⁠⁠⁠⁠⁠⁠ ⁠@diannacohen & TikTok: @diannacohen. Check out her Substack here: Take Your Time.

What You'll Hear In This Episode:

  • From working with Emily Weiss to building her own brand—Dianna’s evolution from beauty insider to beauty founder

  • The early days of Crown Affair and how her time at Away shaped her approach to brand strategy and storytelling

  • Why Dianna stepped down as CEO—and how it unlocked a new creative chapter

  • The clean luxury playbook: how she built Crown Affair into a category-defining brand

  • Raising $15M and scaling to $20M in revenue—without compromising brand integrity

  • Maggie’s take on the identity shifts every founder faces—and the freedom of letting go

  • Dianna’s blueprint for building brands that feel personal, purposeful, and powerful

To enter this week’s giveaway for Dianna's Post-Wash Ritual: The Towel, Air Dry Mousse, Comb, & Leave in, share this week’s episode on your social accounts and tag @hotsmartrich @diannacohen @crownaffair @maggiesellers.

HSR ICYMI is a weekly newsletter, podcast, and educational resource — its $8 a month or $80 a year. If you want to expense it and need to ask first, use this template.

♡ Gua Sha Twice a Day ♡
A non-negotiable in my routine for sculpting, lymphatic drainage, and relaxation. Watch how I do it.

♡ The Artist’s Way ♡
A life-changing practice for unlocking creativity and self-discovery. See how I use it & here.

♡ Journaling Every Day ♡
Putting pen to paper clears my mind and keeps me grounded. How I make it part of my daily routine.

♡ Morning Meditation ♡
15 minutes of stillness with this playlist sets the tone for my day.

♡ Pilates for Strength & Alignment ♡
Nothing makes me feel stronger than a good Pilates session. My go-to studios: NoFar in NYC + Miami.

♡ Crown Affair Dry Shampoo ♡
For effortless, fresh hair without the wash. My go-to dry shampoo & why I love it.

♡ Twist & Clip Method for Heatless Waves ♡
My favorite way to get effortless, healthy waves overnight. Watch the tutorial.

♡ Air-Dried Hair Always ♡
Embracing my natural texture and letting my hair do its thing. How I air-dry it.

♡ Hot, Smart, Rich Tips ♡

♡ Hot Hack ♡

Pick a signature scent—whether it’s your shampoo, leave-in conditioner, or a hair oil—and make it part of your ritual. It’s effortless, intimate, and lingers long after you’ve left the room.

♡ Smart Hack ♡

Start asking better questions. Whether you're in a meeting, on a date, or just catching up with a friend, swap ‘How was your day?’ for ‘What’s something that surprised you today?’ Curiosity is the ultimate power move.

♡ Rich Tip ♡

Make every moment a little more luxurious. Use the ‘good’ hand cream, light the fancy candle on a random Tuesday, and brush your hair slowly with a beautiful comb like it’s a ritual—not a routine. True wealth is in the details.

♡ Favorite Part of The Conversation ♡

I loved chatting with Maggie about elevating my team from within. It's been a major part of my personal growth to lean into my superpowers and elevate and empower the women around me. It's the only way to grow and truly scale. I also enjoyed the conversation around the mindset you need to have while fundraising. 

♡ Something People Don’t Know About You ♡

I played competitive lacrosse from elementary through high school and almost went to college for it (before deciding to do a full left turn and go to NYU!)

TYSM, I♡U!!!!

If this email was forwarded to you?

Reply

or to participate.