We talk a lot about “rituals” here. There’s a reason for that—but if you’re just joining us, it might seem a little vague. Why rituals? 

Back when Dianna was thinking up her dream haircare brand, she kept coming back to the idea of intention. She’d always taken good care of her own hair and it showed. It was visibly healthy. A lot of this was the result of the kinds of products she used, but even more had to do with how consistent she was in her routine. But then... real consistency only came when she had a reason for doing what she did. She meticulously followed her haircare routine because it made her happy, it added structure to her everyday, and it was really good for her hair—she still does it today.

By the time Crown Affair was born, what Dianna had realized was that no matter how much money you spend on a product, no matter who your stylist is… the joy of caring for your hair has to come from yourself. Certain things are part of your day every day no matter what. But we believe that it’s important prioritize care; to approach it with real intention; to give it actual meaning. When you do, everything else seems to fall into place.

Routine without an awareness of why you’re following it is just routine. What makes a ritual special is that it has meaning behind it—it’s representative of something bigger than the moment. Rituals ground you in your daily habits, creating little moments that transform your life. Miracles don't happen overnight. Committing to the things, even little things, and maintaining them consistently is when you'll see growth. Even more important, to us, is that every moment you spend in ritual (in other words, every time you meaningfully and consistently follow a practice for the benefit of your mind, body, or your hair) belongs to you. The time is yours.

Miyoko Ito, 𝘐𝘯𝘵𝘦𝘳𝘪𝘰𝘳 𝘓𝘢𝘯𝘥𝘴𝘤𝘢𝘱𝘦 (1973)