Ep 326 | Dianna Cohen

Written By Yasmin Nouri

From a Viral Google Doc to a Beauty Empire: How This Founder Quit Working for Others & Finally Launched Her Dream Business

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Dianna Cohen is the founder of Crown Affair, a luxury clean haircare brand that’s changing the way we approach haircare by focusing on ritual, mindfulness, and self-care.

Dianna’s journey to creating Crown Affair started in 2018 with a simple Google Doc. What began as a way to help a few friends with their hair routines has evolved into a brand loved by many—and it all started with the power of consistency. Dianna’s career trajectory is anything but ordinary and traditional. She worked behind the scenes with startups like Away, The Wing, and Outdoor Voices, and in 2020, just as the world went into lockdown, she launched her own brand. Her entrepreneurial path is one of resilience, creativity, and taking bold risks.

In this week’s episode, Dianna opens up about the challenges she faced, such as fundraising in an ever-changing landscape and building a business from the ground up during a global pandemic. She discusses the emotional rollercoaster of being a first-time founder, navigating self-doubt, and the importance of self-love and compassion. She also dives into how the idea for Crown Affair started years before she took the leap and how she came up with the unique idea to really differentiate herself in a crowded beauty market. Dianna reflects on how she’s balanced masculine and feminine energies in her leadership style, how remote work has shaped her role as a founder, and the importance of creating a supportive, creative company culture. We talk about the moment she knew it was time to take the leap and launch Crown Affair, the lessons learned from trusting the process, and so much more.

Show Notes:

  • Consistency and giving yourself grace is the key to success. [02:47]

  • Embracing feminine energy can lead to a more sustainable business approach. [04:20]

  • Learning from past work experiences is crucial for growth. [11:06]

  • Working for others provides valuable lessons before starting your own business. [15:27]

  • Dianna’s hiring lessons. [18:48]

  • Dianna’s passion for hair and the inspiration behind Crown Affair. [20:53]

  • Fundraising requires finding partners who align with your vision. [26:52]

  • Launching Crown Affair right before the pandemic. [32:18]

  • Creating a supportive company culture fosters employee satisfaction. [36:34]

  • The business strategy during the COVID pandemic. [40:58]

  • Gwyneth Paltrow investing in Crown Affair, and how that came about. [42:21]

  • Self-love can transform leadership dynamics. [47:06]

  • Building a supportive team is essential for growth. [47:45]

  • Balancing masculine and feminine energies is key in leadership. [51:07]

  • Remote work culture can enhance empathy and leadership skills. [55:60]

This episode is brought to you by Beeya:

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Ep 327 | Michelle Shapiro
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Ep 325 | Aliett Buttelman