Erim Kaur's ByErim Brand Generates $4 Million Sales

Erim Kaur, a 30-year-old London-based influencer, has successfully built her haircare brand, ByErim, generating $4.2 million in sales since its launch in 2019. Drawing inspiration from her personal loss—losing her mother to breast cancer at a young age—Kaur has created a luxury hair oil that incorporates traditional Indian haircare practices. Her product, which blends eight natural oils such as Amla and Coconut, has resonated with her audience, particularly young men and women seeking beauty advice, fostering an emotional connection that drives sales. Kaur emphasizes authenticity in her brand, sharing her journey and experiences with her followers to cultivate trust and support. The rise in popularity of hair oiling, once considered an outdated practice, can be attributed to social media trends, further boosting ByErim's success. Kaur's mission is to provide a shortcut for those who grew up without maternal guidance, offering not just a product but a relatable story.