Crown Affair – D2C Ranking & Growth Metrics
Haircare formulas and tools built around wash-day and air-dry routines
Last updated · October 2026 edition · data to end of September 2026 · method v1.3
Crown Affair is new to the index this month, entering at #242 of 522 overall and #23 of 41 in Beauty. On our estimate its revenue is growing year on year (high confidence). Branded search is growing over the past year, with a seasonal peak in November and December. Its closest Beauty competitor is Ceremonia (#346).
revenue (est.) Whether we estimate the brand's revenue is growing, flat or shrinking compared with a year earlier, from the online signals most tied to sales: branded search and site traffic, weighted towards the last three months.
It is a direction of travel, not a figure. We can't see prices, conversion, or sales through retailers and Amazon, so confidence is lower for brands that sell mostly through stockists, or when the signals disagree; with low confidence we only call growth or decline on a big move.
How scoring works →Year on year, high confidence. Why
scale A 0–100 score built from branded search (35%), site traffic (35%) and social following (30%).
It uses a log scale, so a brand 10 times bigger scores roughly 30 points higher. Higher means bigger.
How scoring works →How big Crown Affair is today: #242 of 522 by size.
momentum Year-on-year growth in branded search, site traffic and social, over the last 12 months and the last 3 months.
50 means flat. Above 50 is growing (a brand that doubled scores about 88); below 50 is shrinking (halved scores about 12).
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How fast it's growing: growing (50 = flat).
what drives the score Is Crown Affair's revenue growing?
We estimate Crown Affair's revenue is growing year on year (high confidence). Branded search and site traffic don't contradict each other, so confidence is high.
Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales. How we estimate it.
How fast is Crown Affair growing?
Crown Affair's Momentum score is 61.1, which means it is growing (50 means flat; a brand that doubled would score about 88). Branded search is growing over the past 12 months, and growing strongly over the last three months compared with the same months a year earlier. Site traffic is growing over the same 12 months. Its size score is driven most by social audience, with site traffic relatively weakest.
About Crown Affair
Crown Affair makes haircare formulas and tools built around a wash-day and air-dry routine rather than single products. The line includes shampoo and conditioner, a leave-in conditioner cream, non-aerosol dry shampoo powder, a texturizing air-dry mousse, an overnight repair serum, and a microfiber waffle-knit towel designed to speed drying and protect strands. Products are grouped into named rituals such as Hair Wash Essentials, Extend Your Wash and Hydrate & Treat, with quizzes pointing customers to a shampoo, conditioner or air-dry combination suited to their hair, and bundles that combine items from across these groups.
Crown Affair competitors
The beauty brands closest to Crown Affair: same kind of product first, then the nearest in size. See every brand in Beauty or the full D2C brand rankings.
Clean haircare rooted in Latin rituals and ingredients
Custom-formulated haircare and skincare made to order per customer
Plant-based, clinically tested serums, face oils and moisturizers.
Natural skincare formulated around specific skin concerns and rituals.
Ingredient-led body, hair and deodorant care for everyday use
Crown Affair vs Ceremonia
Crown Affair leads on both size and growth: Scale 46.4 against 39.2, and Momentum 61 against 41. See Ceremonia's page.
| October 2026 | Crown Affair | Ceremonia |
|---|---|---|
| Overall rank | #242 | #346 |
| Beauty rank | #23 | #32 |
| Scale (size) | 46.4 | 39.2 |
| Momentum (growth) | 61.1 | 40.5 |
| Branded search | 51 | 47 |
| Site traffic | 33 | 21 |
| Social audience | 57 | 51 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Crown Affair branded search volume
How often people search for Crown Affair by name, month by month, indexed so the peak month = 100 (we publish the trend, not raw vendor figures). Over the past year, demand is growing; the last three months, compared with the same months a year earlier, are growing strongly. Demand is seasonal, peaking in November and December and lowest in June.
Crown Affair's audience, products and channels
Social audience
- Instagram crownaffair 166k
- TikTok crownaffair 22k
Also on Facebook.
Followers as shown on each platform, collected for the October 2026 edition.
Products
- Products in store73
- New in the last 90 days5
- Typical priceUS$58
- Price rangeUS$10 – US$295
From Crown Affair's own online store.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in Australia, Canada, the UK and the US.
Ecommerce stack
- Email & SMSKlaviyo, Postscript
- SubscriptionsRecharge
- ReviewsOkendo, Yotpo
- Customer serviceGorgias
- ReturnsLoop Returns
- PaymentsKlarna
- TrackingGoogle Tag Manager
- AnalyticsTriple Whale
Tools detected on crownaffair.com; detection covers common apps and may miss some.
Crown Affair: common questions
What does Crown Affair sell?
Haircare formulas and tools built around wash-day and air-dry routines.
Where is Crown Affair from?
Crown Affair is based in United States.
Where can you buy Crown Affair?
Crown Affair sells through its own online store and selected retailers. Its online store is at crownaffair.com.
Is Crown Affair's revenue growing?
Our estimate is growing year on year, with high confidence. It is a direction from online signals, not a sales figure.
Who are Crown Affair's competitors?
Crown Affair's closest competitors in the Beauty category are Ceremonia, Prose, True Botanicals and Tata Harper.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. October 2026, method v1.3. See the methodology, or report a correction. Want alerts when brands like Crown Affair move, or the data as an export? See data & alerts.