Meet Erim Kaur, a 30-year-old entrepreneur and social media influencer. With her luxury haircare brand, ByErim, she’s turned her lifelong obsession with haircare into a multimillion-dollar company. Founded in 2019, the brand has garnered significant attention for its flagship product: a hair growth oil rooted in Indian traditions. ByErim developed a special formulation of combined eight pure oils, such as Amla oil, Argan oil, Coconut and Castor oil. This pairing provides a less greasy, fresh-scented alternative to conventional hair oiling techniques.
Kaur’s story started with the hair oil recipe that her grandmother would make for her, one she’d use as a child and continue to use as an adult. By focusing on creating a personal connection through their product, ByErim has very well connected with consumers and seen incredible sold out sales results. Since launching, the brand has brought in an estimated £3.3 million (about $4.2 million), CNBC Make It reported. Her sponsored hair growth oil hit the market with a hurricane-sized wave, moving 250 units within the first four hours. By January 2020, sales were increasing even faster, adding another 500 units.
ByErim’s rapid ascent is partly a testament to Kaur’s skillful mastery of social media. She has a combined following of more than 700,000 on Instagram and TikTok. Her dedicated following is made up almost entirely of young Indian women and men. Her honesty and relatability ooze from her everything marketing tactic, which includes developing an honesty union with her audience.
“People can sniff out authenticity, and they can sniff out fake very quickly.” – Erim Kaur
Kaur is a passionate advocate for staying authentic to her audience. She stated, “I was very focused on my followers. They’re focused on me.” This reciprocal interaction has created a dynamic and close-knit relationship between Kaur and her fans. They become emotionally connected, not just to her product, but to her story.
Influencer brands and creator-led businesses are all the rage now, so success for ByErim is an encouraging success story in a crowded space. In that way, ByErim is very different from brands such as Item Beauty and Something Navy. It shoots for the mainstream aesthetic. It normalizes hair oiling and makes it available to a broader audience. Beyond these typical TDM approaches, ByErim’s products are innovative and disruptive. They’re light and fun to use, escaping the clunkiness and greasiness sometimes found in legacy alternatives.
Kaur’s commitment to quality is reflected in her choice of ingredients. ByErim’s products feature high-quality and luxurious components and are free of harsh chemicals, making them very popular with health-conscious consumers. The brand has received accolades and features in prominent publications such as Vogue, further solidifying its status in the beauty market.
In addition to hair growth oil, ByErim’s product line includes other haircare products like leave-in conditioners. The flagship oil is still the heart of the brand’s identity. Kaur recalls how her personal experiences shaped her vision for ByErim: “I really wanted to emulate the way that my mother looked.” A profound loss influenced her journey. She noted, “It was scary to see her lose the identifying part of what people saw as something that contributes so heavily to her beauty.”
Though in the cutthroat environment of beauty products, Kaur knows how to balance realness and salesmanship. She articulates this sentiment well: “If your followers really genuinely love you and would support you, they don’t want to feel like they’ve been palmed off with a quick, cheap product that just has your name on it.” This focused method of doing business has earned Sara loyalty and faith from her customer base.
As ByErim flourishes, the creative venture stands as a testament to Kaur’s work ethic and inventive approach. Her journey highlights the power of personal storytelling in marketing and the ability to blend cultural heritage with modern business practices.