Erim Kaur blends heritage and modern beauty to create ByErim — a haircare success story rooted in tradition and personal resilience
London-based entrepreneur and social media influencer Erim Kaur has transformed an age-old Indian hair oiling tradition into a global beauty sensation worth over $4 million. Founded in 2019, her luxury brand ByErim has captivated a new generation of beauty enthusiasts with its signature hair growth oil — a nourishing blend of amla, argan, coconut, and castor oils. The brand’s modern twist on traditional hair oiling has driven revenues to an impressive £3.3 million ($4.2 million), turning a personal story of loss and self-care into a thriving business, reported timesofindia.indiatimes.com.
Erim Kaur’s ByErim modernizes the ancient Indian hair oil ritual, blending tradition with innovation to conquer the global beauty market.
Erim Kaur’s journey began in childhood after losing her mother to breast cancer at the age of eight. One of her strongest memories of her mother was her long, lustrous hair — a symbol of care and heritage that deeply shaped Kaur’s life. After her mother’s passing, her paternal grandmother introduced her to the ritual of oiling hair with natural ingredients, a practice that would eventually inspire ByErim’s star product.
Capitalizing on the resurgence of hair oiling through viral trends on platforms like TikTok, Kaur designed a formula that catered to modern preferences: light, non-greasy, and delicately scented, while maintaining the therapeutic power of its traditional ingredients. Her authentic storytelling and transparent approach to sharing her personal journey on social media have helped her foster a community of over 700,000 followers, who connect as much with Kaur’s resilience as with her brand.
In its early days, ByErim sold 250 units within just four hours of launch, and the momentum hasn’t slowed. Kaur credits her success to this deep emotional connection, saying, “People don’t just want to buy something — they want to support me.” Her blend of heritage, innovation, and authenticity continues to position ByErim as a standout in the global beauty space.
