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Erim Kaur, the visionary behind the luxury haircare label ByErim, has made remarkable strides in the beauty industry with the launch of her hair oil brand, which draws inspiration from ancient Indian traditions.
Since its inception in 2019, Kaur’s ByErim has achieved sales exceeding $4 million, buoyed by its acclaimed hair growth oil that incorporates eight premium oils, including Amla, Argan, Coconut, and Castor oil. Based in London, Kaur is also a prominent influencer, with a substantial following of over 700,000 across platforms like Instagram and TikTok. CNBC Make It has verified the impressive earnings of her brand, reflecting its growing popularity.
The 30-year-old credits her success to adept social media marketing and a dedicated audience of young Indian individuals seeking beauty and wellness guidance. In a recent interview, Kaur expressed her desire to support those who grew up without maternal figures, using her platform to connect with similar experiences.
Kaur’s journey is deeply personal; she lost her mother to breast cancer at a young age and recalls her mother’s once-celebrated long hair as a significant aspect of her identity. This experience sparked Kaur’s determination to nurture and maintain healthy hair, which she had learned from her grandmother after her mother’s passing. Through various haircare rituals, Kaur refined the oil formula that now forms the basis of ByErim’s flagship product.
“I wanted to create a shortcut for any girls or boys that had grown up without a mum,” Kaur shared, highlighting her motivation to offer guidance through her content as she navigated her own life without a mother.
Amassing her first 100,000 followers in 2019, Kaur transitioned to monetizing her social media presence, establishing ByErim as a tribute to the legacies of her mother and grandmother while tapping into the flourishing trend of beauty influenced by social media.
The Rise of Hair Oiling as a Trend
The practice of hair oiling has its roots in ancient Indian culture, with references found in texts like the Charaka Samhita. Traditionally, Indian women are taught to care for their hair using oils from a young age, a ritual that has persisted throughout generations. As Indian communities have migrated to the U.S. and Europe over the last century, this practice has gained international traction.
In a piece for Cosmopolitan UK, deputy beauty editor Hanna Ibraheem reflected on her childhood experience with hair oiling, expressing how it was often stigmatized. She recalls how children with oiled hair were teased at school, despite the benefits that came from the practice.
What was once seen as a source of embarrassment for young South Asians has evolved into a celebrated beauty trend, heavily fueled by social media. The popularity of the hashtag #hairoil on TikTok boasts nearly half a million posts, showcasing various oiling techniques and product preferences from a range of influencers. Furthermore, mainstream beauty publications have begun featuring tips related to hair oiling, catalyzing the emergence of new brands, including Kaur’s ByErim, alongside others like Nikita Charuza’s Squigs Beauty and Akash and Nikita Mehta’s Fable & Mane.
Kaur notes a shift in how the language surrounding hair oiling has evolved. “It’s funny how ‘to oil’ has become a common verb,” she remarked, referring to how cultural practices are being integrated into everyday conversations and routines. Unlike traditional oiling methods that often use thick, greasy oils with strong odors, ByErim’s products are designed to be lightweight and pleasantly fragranced, appealing to modern consumers.
‘Emotionally Invested’ Community
Kaur attributes ByErim’s accomplishments not only to the rising popularity of hair oiling but also to the strong emotional connections her followers have with her brand. “When influencers try to reach new audiences, they often risk alienating their current followers, but I focused on building that relationship,” she explained.
While many influencers have launched brands, not all have weathered the competitive landscape successfully. Some high-profile examples include Addison Rae’s Item Beauty, which was discontinued by Sephora due to inconsistent promotion, and Arielle Charnas’s Something Navy, which encountered financial difficulties.
Kaur emphasizes authenticity, stating, “People can sniff out when something feels forced or inauthentic. If your followers genuinely appreciate your work, they won’t want rushed products that simply carry your name.” Her transparency about the realities of building ByErim—from production setbacks to the hands-on effort in packaging—has fostered a loyal customer base.
“By the time I launched, my community was eager to support me,” Kaur observed, sharing that her brand quickly sold 250 units in the first four hours and experienced tremendous growth shortly after.
While acknowledging the contributions of other brands in normalizing hair oiling, Kaur is proud of ByErim’s role in elevating this time-honored practice into mainstream beauty. “I can’t claim all the credit, but I hope that ByErim has played even a small part in bringing these ancestral secrets to wider recognition,” she concluded.
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