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Crown Affair is gearing up to become the next It haircare brand

After numerous friends had reached out to Dianna Cohen for hair advice, the idea for Crown Affair was born.

According to a release, the "modern beauty brand on a mission to make haircare an everyday ritual." Launching Jan. 28 with four essentials that are suitable for any hair type, Cohen, who has touched just about every trendy lifestyle company that you can name over the last eight years, is here to bring high-end hair products to the masses at affordable prices.

We had a chance to try out Crown Affair's products pre-launch and we're already obsessed— but we're not the only fans of the brand. Crown Affair counts the people behind Thirdlove, Bonobos and Create & Cultivate as just a few of its investors.

The brand's main event is The Brush. Retailing for $62, it can feel like a splurge but it's really a fraction of what a luxury hairbrush can cost (looking at you, Mason Pearson). Handmade in Italy, this boar bristle brush is designed to help distribute your hair's natural oils to keep your locks healthy and shiny.

Shop: The Brush, $62

If you prefer a comb over a brush, you're in luck. Coming in two sizes, these combs are as beautiful as they are functional. Hand-carved out of plant-based cellulose acetate in Switzerland, these combs easily untangle knots and the smaller version is just about the cutest desk companion we ever did see.

Shop: The Comb No. 001, $36

Shop: The Comb No. 002, $38

Crown Affair is also launching with The Oil. Described as "a balance of traditional and modern Japanese ingredients, including tsubaki seed oil and meadowfoam seed oil," this hair serum is meant to add hydration and shine to your hair, as well as cut down on frizz and protect your vulnerable strands from your hot tools. It also smells like a luxury fragrance thanks to its notes of bergamot, lilies and amber.

Shop: The Oil, $40

Finally, you can also snag The Towel. Unlike your fluffy body towels, this waffle towel is meant to help you blot your hair after a shower to help you fight frizz and breakage. Plus, it has an elastic band in the back so you can tuck the end of the towel in for a snug fit, which is perfect if you're one of those people who like to chill in a towel on their phones for 30 minutes post-shower.

Shop: The Towel, $45

Shop all of Crown Affair's brand new products here.

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