^{Source: Women Entrepreneurs}

Erim Kaur, a London-based entrepreneur and influencer, has successfully blended ancient Indian beauty practices with modern luxury, earning over $4 million in sales with her brand, ByErim. Since its launch in 2019, the luxury haircare brand has rapidly become a game-changer in the wellness industry, thanks to Kaur’s dedication to both social media savvy and a deep-rooted connection to her heritage.

With a strong following of over 700,000 across Instagram and TikTok, Kaur's flagship product, the ByErim Hair Growth Oil, contains a blend of eight pure oils, including Amla, Argan, Coconut, and Castor oils. It has generated a staggering £3.3 million ($4.2 million) in sales, validated by CNBC Make It.

Kaur attributes her success to her social media acumen and a dedicated audience, particularly young Indian men and women seeking both beauty tips and life advice. "One of my core messages has always been to help those, like myself, who grew up without a mother or sisters," Kaur shared in an interview with CNBC Make It.

From Loss to Legacy: The Heart Behind the Brand

At the tender age of 8, Kaur lost her mother to breast cancer, leaving a void that shaped much of her identity. One lasting memory Kaur holds dear is her mother’s long, flowing hair—an essential part of her beauty that Kaur admired deeply. It was also the first thing her mother lost during her battle with cancer.

"I wanted to emulate the way my mother looked, and it was heartbreaking to watch her lose what I believed to be a defining part of her beauty," Kaur shared. This early loss sparked a journey of self-care and hair preservation that led Kaur to her grandmother’s guidance, who taught her the ancient practice of hair oiling.

From those early lessons, Kaur honed a hair oiling formula she would carry into adulthood, ultimately becoming the foundation of ByErim’s bestselling product. “I wanted to create something that could offer a shortcut to people who didn’t have that maternal guidance, which is why I began sharing my experiences and the things I had learned,” she explained.

The Rise of ByErim: Combining Tradition with Modern Trends

As a social media influencer, Kaur grew her following to 100,000 in 2019 before deciding to monetize her platform. She founded ByErim not only as a tribute to her mother and grandmother but also as a way to tap into a booming market—luxury haircare infused with Indian traditions.

Indian hair oiling, an ancient tradition documented in Sanskrit texts like the Charaka Samhita, has gained significant traction worldwide, particularly as Indian communities migrated to the U.S. and Europe in the 20th century. What was once considered a traditional practice has now evolved into a global beauty trend, largely driven by the influence of social media.

A Growing Trend in Beauty: The Global Influence of Indian Hair Oiling

Hair oiling, once a source of cultural pride and sometimes even shame for South Asian immigrants, has blossomed into a highly marketable beauty trend. Popular social media platforms, especially TikTok, have contributed to this shift, with the #hairoil hashtag now boasting over 500,000 posts. Influencers across the globe now share their oiling routines, revealing their favorite oils and application methods.

In the U.K., Cosmo’s deputy beauty editor, Hanna Ibraheem, reminisced about her own childhood experiences with hair oiling. "It made my hair soft and strong, but at the time, I was embarrassed by it," she wrote. Today, such memories are transforming into empowered beauty narratives, driven by the likes of Kaur and other beauty entrepreneurs such as Nikita Charuza (Squigs Beauty), Akash and Nikita Mehta (Fable & Mane), and Kuldeep Knox (Chāmpo).

These emerging brands, including ByErim, capitalize on the modern desire for luxurious and effective beauty solutions. Kaur’s oils stand out by offering lightweight, fragrant products that appeal to the modern consumer, making them suitable for a busy, active lifestyle.

ByErim’s Unique Appeal: Fragrance, Lightweight Formula, and Accessibility

Unlike traditional Indian oils, which are often thick and have a strong, pungent smell, ByErim’s oils are designed to be both effective and wearable. “I can wear my oil to the gym, go for dinner, or just do my groceries—without it being too heavy or smelly," Kaur noted in an interview. This modern take on the ancient practice has captured the attention of both traditional and new beauty enthusiasts around the world.

ByErim’s success is not only due to its luxury status but also because it taps into the growing demand for inclusive beauty products. By aligning herself with the emerging social media-driven beauty culture, Kaur has successfully positioned ByErim as a brand that celebrates self-care and heritage while making it accessible to today’s global consumer.

The Future of ByErim: Growing Beyond Oil

ByErim’s success has sparked interest in expanding beyond its signature hair oil. As the demand for natural, holistic beauty products rises, Kaur plans to expand the product range, bringing more traditional yet innovative beauty solutions to her loyal followers.

By focusing on her authentic story and commitment to honoring her roots, Kaur has not only built a thriving brand but also created a global movement that celebrates both self-love and cultural pride.

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