Crown Affair Announces Series C Investment Led by Stride Consumer Partners

The company plans to use the investment to grow its operations and support further product development.

The funding comes as Crown Affair expands its partnership with Sephora by launching in stores nationwide. The company’s growth demonstrates its focus on creating long-lasting, popular products rather than following short-term trends.

True Beauty Ventures, a long-time investor in Crown Affair, will continue to support the company as it grows. Crown Affair plans to expand carefully while staying focused on quality products, its community and long-term brand growth. With this new partnership, the company is well positioned to continue growing while remaining true to its original values.

The investment round mainly includes secondary capital and is based on the long-term relationship between Crown Affair and Stride Consumer Partners. Stride Consumer Operating Partner Nicole Fourgoux has followed and admired the brand since its launch and has waited for the right time to form an official partnership.

Nicole Fourgoux said the investment reflects a shared belief in Crown Affair’s vision and its goal of building a strong and lasting haircare brand. She also noted that the brand’s simple, care focused approach aligns with the growing trend of consumers treating haircare more like skincare, with greater focus on quality, long term care, and overall hair health.

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Crown Affair CEO, Elaine Choi, notes, "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."

Founder, Dianna Cohen, adds, "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."

Brittany Sperling, Principal at Stride Consumer Partners, added, "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."

About Crown Affair

Founded in 2020 by Dianna Cohen, Crown Affair is a modern haircare brand focused on helping people build better haircare routines. The company offers clean, high quality hair products and handcrafted tools designed for everyday self care. Crown Affair products are available online, and in Sephora stores across the United States.

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