Crown Affair Secures Series C to Lead 'Skinification of Hair' Wave

NEW YORK, NY – May 08, 2026 – Crown Affair, the haircare brand that has elevated daily routines into thoughtful rituals, today announced the closing of its Series C investment round. The funding is led by Stride Consumer Partners, a private equity firm known for backing the next generation of powerhouse consumer brands. This strategic infusion of capital arrives at a pivotal moment, solidifying the brand’s position as it deepens its nationwide partnership with Sephora and spearheads the burgeoning “skinification of hair” movement.

The investment, comprised primarily of secondary capital, is less about a simple cash injection and more about the formalization of a long-standing, mutual admiration between the brand and its new partner. It signals a strong belief in Crown Affair’s existing trajectory and provides the strategic resources to amplify its mission on a national scale.

A Partnership Rooted in Shared Vision

In the competitive landscape of consumer goods, the alignment between a brand and its investors can be as critical as the product itself. The partnership between Crown Affair and Stride Consumer Partners exemplifies this, built on a shared philosophy of fostering long-term, sustainable growth over chasing fleeting trends.

“Who you partner with matters as much as what you build,” noted Crown Affair CEO, Elaine Choi. “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.”

This sentiment is echoed by Stride, a firm whose portfolio includes disruptive beauty successes like Patrick Ta Beauty and Skinfix. Stride’s Operating Partner, Nicole Fourgoux, a veteran with 24 years of experience at L'Oréal, has been following Crown Affair since its inception in 2020. “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,” Fourgoux stated, highlighting the brand’s unique positioning.

Brittany Sperling, Principal at Stride, 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.”

Capitalizing on the 'Skinification of Hair'

The investment strategically positions Crown Affair at the forefront of one of the most significant shifts in the beauty industry: the “skinification of hair.” This trend sees consumers applying the principles of skincare—ingredient transparency, routine-based application, and a focus on long-term health—to their hair and scalp. It’s a move away from products that offer a quick cosmetic fix and toward holistic, science-backed care.

The global haircare market, estimated at $82.5 billion in 2026, is projected to surge past $108 billion by 2031, with premium, ingredient-focused products driving much of that growth. Crown Affair, with its clean, high-performance formulations and emphasis on scalp health as the foundation for beautiful hair, is perfectly poised to capture this evolving consumer mindset.

As Nicole Fourgoux observed, “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.” The brand’s hero products, like The Oil and The Leave-In Conditioner, are celebrated for delivering visible results through high-quality, gentle ingredients, embodying the very essence of this movement.

The Sephora Effect: Scaling from Indie Darling to National Powerhouse

The backing from Stride comes on the heels of a monumental retail achievement for Crown Affair: a full-scale expansion into all Sephora doors nationwide. This move represents the culmination of a successful partnership that began in 2022 with a launch in just under 60 Sephora locations. The brand quickly “significantly beat their initial sales” targets, according to reports, proving its appeal in a competitive retail environment.

This expansion has transformed Crown Affair from a direct-to-consumer darling into a national retail force, a trajectory that demonstrates both the brand’s commercial viability and the power of Sephora as a discovery platform. The brand's revenue growth reflects this acceleration, rocketing from $1 million in its first year to a reported $20 million in 2024, with industry analysts projecting a potential of $40 to $50 million in 2026 following the full retail rollout.

This new phase of growth requires significant operational support, which the Stride partnership is poised to provide. The investment will help the company scale deliberately and sustainably, ensuring product integrity and community engagement remain central pillars even as the brand reaches a much broader audience.

Building an Enduring Brand Beyond Trends

At the heart of Crown Affair's success is a philosophy articulated by its founder, Dianna Cohen. “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,” she said. This vision of transforming a daily chore into a cherished ritual has deeply resonated with consumers weary of a market saturated with fleeting trends and complicated routines.

By focusing on timeless essentials like its signature hair towel and handcrafted combs alongside its clean formulations, Crown Affair has cultivated a loyal community that values quality and intention. This approach has led early investors to suggest the brand has the potential to become the “Aesop of haircare”—a brand synonymous with a lifestyle of elevated, mindful self-care.

The partnership with Stride, a firm that seeks to invest in “movements versus moments,” validates this long-term vision. As the brand steps into its next chapter, it is armed not just with fresh capital, but with a strategic partner that understands the value of building something lasting. With this powerful alliance, Crown Affair is poised to not just grow its market share, but to fundamentally redefine the relationship people have with their hair.