Erim Kaur, founder and CEO of luxury haircare brand ByErim, made $4 million in sales after founding a hair-oil brand rooted in ancient Indian traditions. London-based Kaur has over 700,000 followers on Instagram and TikTok combined, and founded ByErim in 2019 — a luxury haircare brand known for its flagship hair growth oil containing eight pure oils, including Amla, Argan, Coconut, and Castor oil. It has raked in £3.3 million ($4.2 million) since its launch, CNBC Make It has verified.
The 30-year-old pinned the popularity of her hair growth oil on having social media savvy and building a core audience of young Indian women and men turning to her for beauty and life advice. "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 in an interview about the popularity of her content. Kaur was only eight when her mother died of breast cancer, and a memory she always cherished was her mother’s long hair, which she said was a defining part of her identity. Kaur recalled that her father, who was only 29 at the time, took her to the barber’s for a haircut. Those experiences formed the foundations of Kaur’s social media journey, where she shared her story of growing up without a mum, as well as how she learnt to take care of herself as a woman.