Elaine Choi

CEO of Crown Affair, a hair care brand. Instrumental in the brand's growth and success, focusing on distribution, marketing, and employee well-being.

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Mar 13, 2025 • 38min

How Crown Affair's CEO took the brand into Sephora and beyond to capture more of the hair-care market

Elaine Choi, CEO of Crown Affair, shares her journey from founding president to leading the hair care brand that made waves by entering Sephora. She discusses the company’s explosive growth fueled by social media visibility, including Doja Cat's viral Met Gala moment. Choi highlights the challenges of rapid scaling, the importance of authentic community engagement, and the strategic pivots made during the pandemic. She also emphasizes the value of micro-influencers and effective team management in driving brand success in a competitive market.