This Concealer Gives Dianna Cohen a Next-Level Glow
I Swear by This

This Concealer Gives Dianna Cohen a Next-Level Glow

The founder and CEO of Crown Affair shares her beauty and wellness essentials.

Welcome to I Swear By This, an interview series where we chat with our favorite fashion and beauty insiders about the beauty products they use down to the last drop. This week, we asked Dianna Cohen, founder and CEO of haircare brand Crown Affair, to share the beauty products, rituals, and experts she's loving right now.

Dianna Cohen has always loved self-care. Even in college, people would comment on her multi-step morning routine complete with meditation, stretching, and, of course, brushing her hair. It seems only natural that she would go on to build a brand centered around feeling like your best self. “The mission of Crown Affair is to create products and tools for people to transform not only the health of their hair, but their relationship to it,” she explains.

Cohen holds all of her launches to high standards when it comes to innovation and effectiveness: two characteristics that apply to all of the formulas in her routine as well. “My entire beauty philosophy is about using fewer but higher quality products,” says Cohen. “Consistency is everything. It’s all about showing up and not expecting overnight miracles.”

Below, Cohen shares the hero products that she's been using for years and the experts she relies on to keep her feeling her best.

Hydrating Facial Cleanser

“I have very sensitive skin, so when I try cleansers that strip [the skin] I end up overproducing oil. So for me, this formula is my holy grail. It was honestly the inspiration behind our shampoo. I use it multiple times a day and have bottles in every size.”


The Dry Shampoo

“This is the Crown Affair product I truly cannot live without. I will never use an aerosol dry shampoo again. This formula uses ground Japanese persimmon powder—it really allows you to extend your wash days and add volume and body to your hair. It’s a product that I'm super proud of.”

Crown Affair

Sculpting Brow Gel

“The Make Beauty brow products are incredible. I’ll go in and brush through [my brow hairs with a] tint first, then I’ll use the clear gel on top. Even my mother-in-law has said that my brows look amazing.”

Make Beauty

Physical Therapist and Co-Founder of Chainwork

“Taking care of your body is essential. I’ve been doing acupuncture since I was in high school but only consistently for the last five years. I have a physical therapist now, Marv, who does dry needling. So instead of meridian points, he goes into specific pain points. For example, we will focus on my lower back.”

Dr. Marvin Ray Sublett

The Leave-In Conditioner

“This product has totally changed the thickness and texture of my hair. I've been using hair oil for decades, but I'm actually new to leave-in conditioners. I tested over 50 of them and learned so much about what different types of oils do [to your hair]. It's made me fall even more in love with tsubaki seed oil, the hero ingredient. Its molecular structure is really weightless yet super hydrating.”

The Crown Affair

Lait-Creme Fluide

“I love this body cream. Every time I get out of the shower I section off my body and lotion every limb. Then I’ll grab the lymphatic drainage paddle from De La Heart and do 10 strokes on each leg, both arms, and then near my heart and stomach. The whole process takes like four minutes.”


Fascia Stimulating Tool

“I was recently gifted this tool and I'm obsessed with it. There is something different about the weight of this one that works wonders. I usually use a gua sha when I'm in the mood or feel like I need self-care, but this tool has inspired me to be more consistent [with my routine]. I just told my husband that I’m going to use it for 60 days straight. I'm excited to see the results.”

Pause Well-Aging

Massage Therapist at Faena Tierra Santa Healing House

“My masseur Shane is amazing. He comes to my home and we do two-and-a-half hours of full deep tissue fascia massage. Building a relationship is everything, whether it's with your hairstylist or facialist. You're on this journey together. With Shane, it has been this evolution of really understanding the body. I see him at least twice a month.”

Shane Magdaleno

Hydrobeam Brightening + Hydrating Under Eye Concealer

“I wasn’t much of a concealer girl until I tried this formula. I actually did an Instagram live with Laney [Crowell, the founder of Saie] when this launched and while I was on camera with her, I could see a difference in her skin. I use just a small amount and it makes me look glowy.”


Gypsy Water Eau de Parfum

“I have been wearing this fragrance since before it was [available] in the States. I remember I bought it at Le Bon Marché when I studied abroad, and it was a big deal. I definitely lean towards masculine scents with a hint of freshness, and this layers really well with the signature Crown Affair smell.”

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