Podcast Summary: Fat Mascara Episode – "How Dianna Cohen Turned A Hair Obsession Into Crown Affair"
Podcast Information:
- Title: Fat Mascara
- Host: Jennifer Sullivan & Jessica Matlin
- Episode Title: How Dianna Cohen Turned A Hair Obsession Into Crown Affair
- Release Date: March 7, 2025
Introduction
At the outset of the episode, hosts Jennifer ("Jen") Sullivan and Jessica ("Jess") Matlin introduce their guest, Dianna Cohen, the founder of the burgeoning hair care brand Crown Affair. They highlight Dianna's unique position in the beauty industry, emphasizing her relatable background as someone who isn't a professional hairstylist but has successfully carved out a niche in the market.
Early Life and Influences
[03:51 – 05:46]
Dianna shares her upbringing in the small boating town of Lighthouse Point, Florida. Raised by New Yorker parents who moved to Florida in the 1980s, Dianna describes her childhood as "preppy" and filled with outdoor activities. A pivotal moment came in eighth grade when her interest shifted from sports to fashion and beauty, inspired in part by her parents' art-savvy friends, Beau and Courtney Cranji, renowned jewelry designers.
Notable Quote:
"Up until eighth grade, I was just playing sports and jumping in a swimming pool. Then I found my love for fashion and beauty." – Dianna Cohen [04:51]
Education and Early Career
[05:50 – 10:16]
Dianna attended New York University, majoring in Art History and Italian. During her freshman year, she interned with Courtney and Beau Cranji, gaining invaluable experience in the fashion industry. Her proactive approach and dedication were evident as she took on various tasks, from setting up CRM systems at Valentino to collaborating on projects with Vera Wang.
Notable Quote:
"I felt like I was in heaven, doing anything and everything they needed me to do." – Dianna Cohen [07:03]
Transition to DTC and Founding Levitate
[10:17 – 16:01]
After graduating in 2013, Dianna immersed herself in the Direct-to-Consumer (DTC) landscape, working with platforms like Spring and companies like Away. Her time in these roles provided her with deep insights into product-market fit and the importance of creating desirable products. However, she observed that many DTC brands were built on a "masculine energy" model focused on rapid growth, often at the expense of employee well-being.
Feeling the need for a more balanced approach, Dianna founded her own brand agency, Levitate, where she further honed her skills in building brand ecosystems and influencer partnerships.
Notable Quote:
"Product is everything. You need to make products that people actually want." – Dianna Cohen [16:01]
Founding Crown Affair
[22:38 – 36:32]
Motivated by her passion for hair care and her desire to create a brand that offers luxurious yet accessible products, Dianna launched Crown Affair in January 2020. The brand aims to empower individuals to take care of their hair without the need for salon visits, blending premium quality with contemporary aesthetics.
Dianna emphasizes the importance of creating a "brand universe" that resonates with consumers on a deeper level. She discusses the challenges of distinguishing Crown Affair in a saturated market and the deliberate choices made to ensure product excellence without over-reliance on marketing jargon.
Notable Quotes:
"Crown Affair is an entire universe that gives people permission to take care of themselves in a beautiful and luxurious way." – Dianna Cohen [27:21]
"We're taking the time to formulate and design, ensuring every product is a hero." – Dianna Cohen [47:50]
Brand Philosophy and Influences
[36:32 – 43:32]
Dianna delves into her brand philosophy, centered around the concept of "taking your time" both in the meticulous formulation of products and in cultivating a healthy work-life balance for her team. She draws inspiration from industry leaders like Emily Weiss of Glossier and Era Katz of Seed, admiring their ability to build brands that transcend their founders while maintaining authenticity.
She also touches upon the evolving nature of brand presence in the digital age, acknowledging the necessity of embracing platforms like TikTok and Substack to connect with a broader audience while staying true to her brand’s core values.
Notable Quote:
"Time is the core brand pillar for Crown Affair. It's about taking your time back." – Dianna Cohen [36:32]
Product Development and Innovations
[47:50 – 56:35]
Dianna discusses the meticulous process behind Crown Affair's product development. From high-quality brushes and hair towels to innovative dry shampoos, each product is designed with both functionality and luxury in mind. She highlights the importance of improving existing tools and ensuring that products not only meet but exceed customer expectations.
Additionally, Dianna shares her personal favorite products, both from Crown Affair and other brands, illustrating her commitment to quality and effective hair care solutions.
Notable Quote:
"Every little thing in our clips is improving upon them in the smallest of ways." – Dianna Cohen [47:50]
Balancing Public Presence with Authenticity
[40:44 – 43:32]
Navigating the role of an external-facing founder, Dianna reflects on her experiences with public speaking, interviews, and social media. While she enjoys connecting with people in person, she acknowledges the challenges of translating her authentic self onto digital platforms. Her approach emphasizes transparency and building genuine connections without compromising her brand’s integrity.
Notable Quote:
"It's impossible to translate exactly who you are into a digital format, but you just have to make the most of it." – Dianna Cohen [41:27]
Interactive Segments and Personal Insights
[51:39 – 56:35]
Towards the end of the episode, hosts engage Dianna in a lightning round of personal favorites, including beauty products, indulgent snacks, and favorite Jim Henson films. This segment offers listeners a glimpse into Dianna’s personality beyond her professional endeavors, showcasing her playful side and personal interests.
Conclusion
The episode wraps up with reflections on the importance of creating quality products, maintaining work-life balance, and staying true to one's brand philosophy. Dianna’s journey from a passionate hair enthusiast to a successful founder serves as an inspiring blueprint for aspiring entrepreneurs in the beauty industry.
Final Quote:
"Make hair care cool and elevate the ritual of taking care of yourself." – Dianna Cohen [50:38]
Key Takeaways:
- Passion-Driven Entrepreneurship: Dianna’s love for hair care inspired the creation of Crown Affair, emphasizing the role of genuine passion in building successful brands.
- Balanced Work Culture: Moving away from the high-pressure, "build fast and break things" mentality, Dianna prioritizes work-life balance and team well-being.
- Product Excellence: A strong focus on product development ensures that Crown Affair’s offerings are both luxurious and functional, meeting high standards without overcomplicating marketing.
- Adaptability: Embracing digital platforms while maintaining authenticity allows Crown Affair to connect with a broader audience without diluting its brand essence.
- Inspiration and Mentorship: Drawing inspiration from industry leaders and valuing mentorship highlights the importance of continuous learning and growth in entrepreneurship.
Notable Quotes:
- Dianna Cohen [04:51]: "Up until eighth grade, I was just playing sports and jumping in a swimming pool. Then I found my love for fashion and beauty."
- Dianna Cohen [07:03]: "I felt like I was in heaven, doing anything and everything they needed me to do."
- Dianna Cohen [16:01]: "Product is everything. You need to make products that people actually want."
- Dianna Cohen [27:21]: "Crown Affair is an entire universe that gives people permission to take care of themselves in a beautiful and luxurious way."
- Dianna Cohen [36:32]: "Time is the core brand pillar for Crown Affair. It's about taking your time back."
- Dianna Cohen [47:50]: "Every little thing in our clips is improving upon them in the smallest of ways."
- Dianna Cohen [41:27]: "It's impossible to translate exactly who you are into a digital format, but you just have to make the most of it."
- Dianna Cohen [50:38]: "Make hair care cool and elevate the ritual of taking care of yourself."
This episode of Fat Mascara offers an in-depth look into Dianna Cohen’s journey, her innovative approach to hair care, and her vision for creating a brand that embodies both luxury and accessibility. Listeners gain valuable insights into building a brand rooted in passion, maintaining a balanced work culture, and navigating the complexities of the modern beauty industry.