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Updated: April 14, 2025 21:59
In an inspiring story of innovation and cultural renaissance, Erim Kaur, a 30-year-old London entrepreneur and social media influencer, has become a phenomenal success with her high-end haircare company, ByErim. Drawing inspiration from ancient Indian customs, Kaur's signature hair growth oil has won the hearts of customers across the globe, amassing over $4 million in sales since its launch in 2019.
Key Highlights:
Ancient Traditions Converge with Modern Trends: ByErim's hair growth oil is made using a combination of eight natural oils, such as amla, argan, coconut, and castor oil, inspired by the traditional Ayurvedic practices that have been followed for generations.
Personal Experience Behind Success: Kaur's search started off as a personal journey to replicate the long hair of her mother, something she held in high esteem. Following her mother's death, it was the paternal grandmother who introduced Kaur to different hair oils, setting the ball rolling for ByErim's formula.
Social Media Savvy: With more than 700,000 followers on Instagram and TikTok, Kaur utilized her social media following to tell her tale and cultivate a devoted following. Her legitimacy and emotional connection with fans have played critical roles in the success of ByErim.
Market Trend: Hair oiling, which was a long-standing Indian custom, has become a social media craze, with almost half a million posts using the hashtag #hairoil on TikTok. ByErim's light and scented products have struck a chord with consumers looking for contemporary takes on age-old beauty practices.
Business Strategy: Kaur's focus on her core audience has allowed ByErim to stand out in a crowded market. Unlike many influencer-founded brands, ByErim has achieved lasting success by maintaining authenticity and engaging with its loyal customer base.
The Story Behind ByErim
Erim Kaur's venture into ByErim was first conceived as an ode to her grandmother and mother. When she lost her mother to breast cancer when she was eight years old, Kaur sought comfort in her grandmother's hair treatment routine. Not only did these memories shape the formula for her brand but also determine the manner in which she could construct a ByErim community.
Kaur's monetization of her social media profile was strategic. She posted all stages of ByErim's production in front of her audience, from procuring ingredients to product packaging. Through this openness, she cultivated a sense of ownership from her fans, who were interested in supporting her business right from the start.
Market Impact and Cultural Significance
ByErim's success is part of a larger trend in the beauty world: the resurgence of ancient practices through contemporary formulations. Hair oiling, which was once considered a niche practice, has gone mainstream, with companies like ByErim leading the charge.
The cultural impact of ByErim goes beyond its economic success. It has helped normalize hair oiling, turning what was previously viewed as a traditional or even shameful activity into a glamorous beauty trend. This change can be seen in the popularity of hair oiling content on social media platforms such as TikTok and Instagram.
Future Prospects
As ByErim expands, it has opportunities and challenges alike. The company will have to balance its passion for authenticity with the needs of growing a business. Kaur's attention to her target market and commitment to quality products will be essential in keeping ByErim in the market.
In summary, Erim Kaur's experience with ByErim is a reflection of the strength of innovation and cultural heritage. By adopting traditional practices and using contemporary social media platforms, Kaur has developed a brand that appeals to consumers globally.
Source: Hindustan Times, CNBC, LinkedIn
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