Dianna Cohen grew tired of using utterly unenjoyable hair care that was meant to fix and tame, especially after her hair started falling out. (Stress from a brand-marketing career in the fast-paced start-up industry certainly didn’t help.) So she founded Crown Affair, a clean, minimalist-chic hair-care company that emphasizes taking delight in your routine. Cohen believes bad hair days do not exist; there is nothing to “fix.” Instead, she focuses on treating hair with nontoxic, ethically sourced superingredients, infusing formulas with gorgeous scents, and packaging it all in the sleekest bottles. Everything from Crown Affair is scrupulously sourced—from the ultranourishing tsubaki seed oil and yuzu extract in the heavenly masks, shampoos, conditioners, and scrubs to the bristles on the brand’s brushes (which feel amazing on your scalp).