the goop podcast Dianna Cohen
Nov 18, 2025
In this lively discussion, Dianna Cohen, founder of clean haircare brand Crown Affair, shares her journey from beauty operator to brand creator. She reveals how stepping back from the CEO role allowed her to rediscover her passion for product development. Dianna dives into the challenges and joys of building a brand focused on ritual and intention, highlighting the influence of Japanese practices on her formulations. She emphasizes the importance of quality, sustainable growth, and the intimate link between hair and well-being.
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From Comments To Product
- Dianna began in content at Into the Gloss and moderated comments, which taught her to listen to real consumer recommendations.
- She used those insights to later reverse-engineer salon products and launch Crown Affair.
Nighttime Lab Prototypes
- Dianna started Crown Affair nights and weekends, reverse-engineering beloved salon products with a chemist friend in his lab on FDR Drive.
- Early prototypes, especially the mask, proved performance and convinced her to launch.
Clean Without Compromise
- Clean beauty must deliver performance or users will revert to familiar products, especially for hair.
- Dianna prioritizes what ingredients are present and partners with chemists to innovatively reformulate categories like dry shampoo and gel.
