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For Dianna Cohen, the 28-year-old who has lent her branding savvy to the likes of Outdoor Voices and The Wing, every night ends with running a brush through her near-waist-length auburn waves. “I grew up with acne-prone skin, so early on I learned to just find confidence in and take care of my hair,” recalls Cohen, whose blindingly bright mane led to a handful of covetous—and curious—onlookers, one of whom requested that she chronicle her scrupulous hair-care habits in a Google Doc that was shared around. “The two biggest pieces of feedback I received were, This stuff is really expensive, and that there wasn’t a ton of guidance.” Now, two years later, Cohen is setting out to simplify the category with Crown Affair, a collection of four post-wash essentials launching online today.
“I always joke if I could bring only a couple of things to a desert island, a really high-quality nylon brush would be one,” she says, which is why her first order of business was to craft a boar-bristle brush that would hold its own against the classic three-figure Mason Pearson take. “Sometimes I get a little Marcia Brady with it!” she adds with a laugh. Two combs, available in made-to-be-seen horn and tortoise finishes, are similarly always by Cohen’s side, whether for a quick midday touchup, or, simply to pass the time while on a conference call. “We wanted to start with basic tools,”—but that’s not to say that she ignored the product category altogether. The brand’s first offering, a shine-boosting serum made in Japan, prioritizes “clean but clinical” ingredients, such as hydrating tsubaki seed oil and NeoClean—and no sulfates, parabens, or cyclic silicones.
“Brushing my hair is a calming part of my ritual in the way that I might do a five-minute journal or foam roll,” adds Cohen, who hopes to encourage customers to slow down—when caring for their lengths and beyond; a green glass hourglass is included with every kit. “People feel more empowered than ever to have a 10-step skin-care routine, but I think with hair it just hasn’t totally happened yet,” she continues. “Hair really is an interesting part of our identity and can change the way we move through the world.”
Below, Cohen breaks down the dos and don’ts of brushing your hair, though she’s quick to note that ultimately, “It’s a personal journey”—one for which she hopes to be along for the ride.
Brush Your Hair Before—Never After—It’s Wet
“You should never use a brush when your hair is wet,” cautions Cohen, who’s quick to note that it’s at its “most vulnerable” when soaked. Rather, before showering, “brush through dry lengths to move the natural healthy oils through your hair from root to tip, providing for a more even clean.”
To Detangle, Look No Further Than a Comb
“Treat wet hair like it’s silk,” is Cohen’s cardinal rule when it comes to caring for drenched lengths. Post-shower, skip the brush, which can cause breakage, and reach instead for a wide-tooth comb to gently detangle any knots.
Your Hair Needs a Towel, Too
Your bath towel may be doing more harm than good, says Cohen, who advises against wrapping your lengths up in the frizz-causing fluffy number. Instead, invest in moisture-wicking towels tailor-made for hair. “Your hair will actually dry differently when it’s absorbed that water.”
Boost Your Hair With a Drop of Oil
“I feel weird when I don’t use a hair oil; my hair feels naked,” says Cohen, who smooths a drop or two of oil through damp hair, from mid-length to ends. (Those with type three or four hair can mix it with a deep conditioner, she notes.) “It’s about keeping your hair healthy and shiny.”
Remember to Slow Down
Above all else, “It is important to take your time especially in a world where things move so quickly,” muses Cohen. “It’s important to pause and do the things that make you feel good.”