London-based entrepreneur and influencer Erim Kaur has generated over $4 million in sales through her luxury haircare brand ByErim , CNBC Make It reports. Launched in 2019, the brand has amassed £3.3 million ($4.2 million) in revenue, largely driven by Kaur’s social media following of more than 700,000 on Instagram and TikTok.
Kaur, 30, attributes her success to a combination of digital savvy and a deep personal connection with her core audience—young Indian women and men seeking beauty and lifestyle guidance.
“I think one of the strongest messages I’ve always had has been that I want to do it for girls or boys that have grown up without a mum and sisters,” Kaur told CNBC Make It.
The brand’s signature product, a hair growth oil made from eight pure oils including Amla, Argan, Coconut, and Castor, was inspired by Kaur’s childhood experiences following the death of her mother from breast cancer when she was eight years old.
“I really wanted to emulate the way that my mother looked,” Kaur said. “It was scary to see her lose the identifying part of what people saw as something that contributes so heavily to her beauty.”
Without her mother to teach her how to care for her hair, Kaur turned to her paternal grandmother, who introduced her to traditional Indian hair oiling practices. These rituals laid the foundation for the formula used in ByErim products today.
Her personal story—marked by loss, self-discovery, and heritage—became central to her online presence and brand identity. “I wanted to create a shortcut for any girls or boys that had grown up without a mum, which is why I started to speak about that experience on my page,” she explained.
After gaining 100,000 followers in 2019, Kaur decided to monetize her platform and launch ByErim, blending her personal narrative with a savvy approach to social media and the beauty industry.
Kaur, 30, attributes her success to a combination of digital savvy and a deep personal connection with her core audience—young Indian women and men seeking beauty and lifestyle guidance.
“I think one of the strongest messages I’ve always had has been that I want to do it for girls or boys that have grown up without a mum and sisters,” Kaur told CNBC Make It.
The brand’s signature product, a hair growth oil made from eight pure oils including Amla, Argan, Coconut, and Castor, was inspired by Kaur’s childhood experiences following the death of her mother from breast cancer when she was eight years old.
“I really wanted to emulate the way that my mother looked,” Kaur said. “It was scary to see her lose the identifying part of what people saw as something that contributes so heavily to her beauty.”
Without her mother to teach her how to care for her hair, Kaur turned to her paternal grandmother, who introduced her to traditional Indian hair oiling practices. These rituals laid the foundation for the formula used in ByErim products today.
Her personal story—marked by loss, self-discovery, and heritage—became central to her online presence and brand identity. “I wanted to create a shortcut for any girls or boys that had grown up without a mum, which is why I started to speak about that experience on my page,” she explained.
After gaining 100,000 followers in 2019, Kaur decided to monetize her platform and launch ByErim, blending her personal narrative with a savvy approach to social media and the beauty industry.
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