LONDON — April 2025 — What began as a personal tribute has grown into a multimillion-rupee business. Indian-origin influencer and entrepreneur Erim Kaur has turned her childhood memories, cultural roots, and social media following into a booming beauty brand — and she’s just getting started.
Kaur, 30, is the founder of ByErim, a luxury haircare label known for its signature hair growth oil infused with traditional Indian ingredients. Since its launch in 2019, the brand has generated more than $4 million (approximately Rs 34 crore) in revenue, according to CNBC Make It.
Based in London, Kaur commands an audience of over 700,000 followers across Instagram and TikTok, where she merges content creation with heartfelt storytelling. But ByErim is more than just a business — it’s a deeply personal mission that draws from family, loss, and resilience.
A Legacy in a Bottle
Kaur was only eight years old when her mother passed away from breast cancer. One of her strongest memories: her mother’s long, lustrous hair — a symbol of beauty, grace, and identity.
“I really wanted to emulate the way that my mother looked,” Kaur shared in her interview with CNBC Make It. “It was scary to see her lose the identifying part of what people saw as something that contributes so heavily to her beauty.”
In the wake of that loss, she sought solace in her paternal grandmother, who began treating young Erim’s hair using homemade oil blends. Over time, the two refined a recipe — a careful mix of amla, coconut, castor, and other oils — that would later become the foundation of ByErim’s hero product.
“We spent countless hours together in her kitchen, surrounded by the scent of herbs and oils, experimenting with unconventional and quirky concoctions,” Kaur wrote on her website. That original blend now forms the backbone of her brand.
Building a Brand with Purpose
What sets Kaur apart in the crowded beauty industry is not just the product, but the story behind it — a story that resonates with thousands, especially those who’ve experienced loss or grown up without maternal figures.
“I wanted to create a shortcut for any girls or boys that had grown up without a mum,” she explained. “That’s why I started to speak about that experience on my page.”
Her message of healing and empowerment has struck a chord with a generation seeking more than surface-level beauty. Her followers don’t just come for haircare tips — they come for connection, identity, and representation.
In 2019, after amassing over 100,000 followers, Kaur decided to turn her platform into a brand. She leveraged her digital reach, along with a clear brand ethos rooted in heritage and storytelling, to launch ByErim. The oil — a blend of eight natural ingredients — promises hair growth and scalp nourishment while staying free from sulfates and silicones, appealing to modern consumers with a preference for clean beauty.
From Personal Loss to Global Recognition
Kaur’s journey from grieving daughter to successful entrepreneur is not only inspiring — it’s redefining the way beauty brands connect with consumers. Through ByErim, she honors her mother’s memory, celebrates her grandmother’s wisdom, and offers others a piece of that legacy in every bottle.
Her social platforms are now filled with testimonials, transformation stories, and behind-the-scenes glimpses into both her business and personal life. Through it all, she remains committed to her original mission: to empower others who, like her, once sought comfort in ritual and tradition.
As ByErim continues to grow, Erim Kaur is carving out a powerful space in the global beauty landscape — one built not just on products, but on purpose.
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