Erim Kaur, a 30-year-old entrepreneur and influencer, achieved remarkable success with her luxury hair oil brand, ByErim, which has earned $4 million in sales since its launch in 2019. Kaur, who has over 700,000 followers on Instagram and TikTok combined, drew on her personal experiences and heritage to create a product that resonates deeply with her audience.
ByErim’s flagship product, a hair growth oil containing eight pure oils, including Amla, Argan, Coconut, and Castor oil, is rooted in the Indian tradition of hair oiling—a practice passed down through generations. Kaur’s journey to creating the brand was influenced by her childhood, particularly the loss of her mother to breast cancer when Kaur was just eight years old. A cherished memory of her mother’s long hair and the lessons from her grandmother about hair care became the foundation for the brand. The oil’s success is also a testament to Kaur’s ability to connect with a core audience, particularly young Indian women and men who appreciate beauty and self-care advice.
The rise of hair oiling, once a cultural practice that many immigrants felt embarrassed by, has now become a global beauty trend, particularly on social media platforms like TikTok. ByErim’s success lies not only in the growing popularity of hair oiling but also in Kaur’s deep connection with her followers. Her authenticity and transparent sharing of the process behind creating ByErim have earned her loyal customers who feel emotionally invested in her brand.
Kaur’s journey highlights the power of social media in building a brand, with her followers supporting her every step of the way, from packaging to product launches. ByErim’s success reflects both the rise of Indian beauty traditions and Kaur’s personal story of overcoming challenges to create a brand that resonates on a deeper level.
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