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Especially in beauty, where brands are often rewarded for constant launches and rapid trend cycles.\n\nLong before *Take Your Time* became the name of Cohen’s podcast and [Substack](https://dianna.substack.com/), the phrase was deeply embedded into Crown Affair’s DNA.\n\nMORE FOR YOU\n\n“When we were building out the brand universe, it was so clear that time is the core pillar of Crown Affair,” Cohen says. “Time is a way to care for yourself, giving yourself that permission slip to slow down.\"\n\n“Yes, there are product promises around clean and sustainable, and there are formulation philosophies and things that are really essential for the products to be impactful and effective,\" she continues. \"But it always came back to time.”\n\nEventually, however, the phrase evolved beyond self-care ritual into something more practical.\n\n“We soon realized that the subtext was actually ‘take your time back,’” Cohen says. “Especially for our customer — busy women, moms, people who are like, ‘I actually do need one more day before wash day.’”\n\nAt this point, *Take Your Time* has evolved far beyond a marketing line. It now shapes not only the brand’s products, but also its editorial and content ecosystem.\n\nThe timing of the podcast also reflects a broader cultural shift.\n\nAfter 2020, culture entered what felt like a podcast boom. Suddenly, everyone had a microphone, a studio setup and a show. But as the media landscape evolved, Cohen noticed audiences gravitating toward something deeper: long-form conversations, newsletters, slower media, and more intentional forms of connection.\n\nI asked Cohen what cues made her realize audiences were craving something deeper.\n\n“The first sign was honestly whenever I’m on someone else’s podcast,” Cohen says. “The amount of responses I’d get — DMs a year later saying, ‘I listened to you on so-and-so’s podcast and thought this was so profound,’ or ‘Can you expand more on that resource or coach you mentioned?’”\n\n“There are plenty of places to hear how someone built a company, but very few places to hear how someone built a life,” she adds.\n\nThe trajectory is also a contrast from the typical founder-media playbook. In recent years, many founders first launched podcasts before eventually expanding into newsletters and community platforms.\n\nCohen took the opposite route.\n\nLong before launching the podcast, she had already cultivated a deeply engaged audience through her Substack, also titled *Take Your Time.* It has become one of the clearest examples of a beauty founder successfully building an editorial world around a brand. (At the time of publishing, it had amassed more than 17,000 subscribers.)\n\nThis makes the podcast feel less like a growth tactic and more like a natural extension of a relationship that already existed.\n\nAs content ecosystems have become increasingly saturated, audiences appear to be gravitating toward more direct engagement formats that feel more intimate, intentional and community-driven.\n\nThat same philosophy also led Cohen to launch an *Artist’s Way* group on Substack inspired by the seminal book by Julia Cameron. While “community” has become one of branding’s most overused buzzwords, Cohen approached the experience less like a marketing initiative and more like an actual practice.\n\nRather than simply talking about creativity and mindfulness, she invited her Substack subscribers to move through the book together, week by week for 12 weeks, almost like a modern creative book club.\n\n“*The Artist’s Way* changed my mornings,” Cohen says. “It taught me how to go inward and slow down.”\n\nThat realization became one of the driving forces behind the podcast, which moves beyond traditional founder storytelling into broader conversations around creativity, identity and becoming.\n\n“Whether it’s stars from *SNL*, Cassandra Grey, or my mentor Ara Katz, I’ve heard them talk about business before,” Cohen says. “But I want people to sit and listen and actually get information that goes a couple layers deeper than the ‘how’ story or the ‘what’ story — but the ‘why’ beneath it.”\n\nWhile many founders feel pressure to constantly “build in public” through short-form videos and rapid-fire content, Cohen gravitates toward writing, reflection, mood boards, and long-form storytelling.\n\nDianna Cohen's original mood board for \"Take Your Time,\" Photo Credit: Courtesy of \"Take Your Time\"\n\nPhoto Credit: Courtesy of \"Take Your Time\"\n\nThat doesn’t mean Crown Affair ignores short-form content altogether. Some of the brand’s TikToks — particularly tutorials centered around air-drying hair — have performed exceptionally well. But even those more viral moments still tie back to the brand’s larger philosophy of ease, ritual and intentionality.\n\n“I don’t know if the day will come where I’m a founder doing trending dances,” Cohen says, laughing. “That could absolutely be a way to build community, but for me, it’s about conversations.”\n\n“I think community can very easily get lost with influence,” she says. “It’s not just how many people you reach, it’s how many people you move. That is my metric.”\n\nIronically, that slower and more intentional philosophy may be exactly what helped Crown Affair scale.\n\nThe company recently completed its all-door expansion into Sephora while simultaneously closing its latest funding round and continuing to grow its product assortment, with its newest product, The Radiance Hair Oil, launching this week.\n\nBut Crown Affair’s current chapter also reflects a less-discussed founder skill: knowing when to hand over operational leadership in order to fully step into your own zone of genius.\n\nCohen is quick to credit much of the company’s operational growth to CEO Elaine Choi, who has worked alongside her since day one. Choi stepping into the CEO role, Cohen says, “allowed me to focus on the things that are my superpowers.”\n\nThat tension — slowing down while simultaneously scaling up — is perhaps what makes Crown Affair’s current chapter so compelling.\n\n“I’m able to sustain and run this marathon because of the ‘Take Your Time’ philosophy,” Cohen says. “You have to expect that there’s going to be moments that you’re sprinting. This is intense and there’s a lot going on. But then you have to really check yourself, because you cannot keep sprinting after that.”\n\n[Editorial Standards](https://www.forbes.com/sites/forbesstaff/article/forbes-editorial-values-and-standards/)[Reprints \u0026 Permissions](https://www.parsintl.com/publications/forbes/)\n\nLOADING VIDEO PLAYER...\n\nFORBES’ FEATURED Video","footer":"\n\n[](https://www.forbes.com/)\n\n© 2026 Forbes Media LLC. 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