Crown Affair announced a Series C investment led by Stride Consumer Partners as the haircare brand continues expanding its retail presence and scaling its business.
The company said the financing consists primarily of secondary capital and reflects an ongoing relationship between Crown Affair and Stride Consumer Partners.
The investment comes as Crown Affair expands its partnership with Sephora following a nationwide rollout across all retail locations. The company said the growth reflects continued demand for its clean haircare products and ritual-focused brand positioning.
Founded in 2020 by Dianna Cohen, Crown Affair develops haircare products and tools centered around clean formulations, minimalist design, and self-care rituals. The company sells products online and through Sephora stores across the United States.
Crown Affair said existing investor True Beauty Ventures will continue supporting the company as part of the next phase of growth.
The company added that it plans to continue focusing on long-term brand building, product integrity, and community engagement as it scales.
Stride Consumer Partners invests in high-growth consumer brands across beauty, personal care, food and beverage, active lifestyle, and consumer services sectors.
Foley & Lardner served as legal advisor to Crown Affair, while Ropes & Gray advised Stride Consumer Partners on the transaction.
KEY QUOTES:
“This investment represents a shared belief in Crown Affair’s vision and a deep alignment in building a thoughtful, enduring brand within the haircare category. With its elevated, minimalist, and ritual-driven positioning, Crown Affair is particularly well suited to capture the shift toward the skinification of hair, where consumers are seeking more holistic efficacy, intention, and long-term care.”
Nicole Fourgoux, Operating Partner, Stride Consumer Partners
“Who you partner with matters as much as what you build. What drew us to Stride was their genuine understanding of our vision and the category we’re helping define — and what’s been remarkable is how naturally aligned we’ve felt from the start, on vision, on values, on what it means to build something lasting. We’re excited to step into this next chapter together.”
Elaine Choi, CEO, Crown Affair
“I started Crown Affair with a simple belief: that the way you care for your hair can be something you actually look forward to — a moment that’s yours, that transforms how you show up in the world. Watching that resonate with so many people, and now seeing Crown Affair reach them at scale through Sephora, has been one of the more rewarding parts of this journey. This partnership with Stride means we get to bring that ritual to even more people — and that’s exactly what we set out to do. We’re proud to have a partner who is as intentional about this as we are.”
Dianna Cohen, Founder, Crown Affair
“We were immediately drawn to the strength of the Crown Affair team—an incredibly talented group that has built a timeless, beloved brand supported by deep customer loyalty and best-in-class products. We are excited to partner with Dianna and Elaine and the rest of the team at Crown Affair as they continue to elevate everyday haircare into a meaningful self-care ritual.”
Brittany Sperling, Principal, Stride Consumer Partners
