Erim Kaur, founder and general director of the luxury brand Haircare Byerim.
Erim Kaur, an entrepreneur and influential, earned $ 4 million in sales after establishing a brand of hair oil rooted in ancient Indian traditions.
The London Kaur has over 700,000 observers on Instagram and Tiktok in total and founded Byerim in 2019-the Luke Hairstyle brand known from flagship oil for hair growth containing eight clean oils, including Amla, Argan, Coconut and Castor Oil. Since his launch, he has accosted $ 3.3 million ($ 4.2 million) CNBC Make It he verified.
The 30-year-old has attached the popularity of the oil on hair growth, when social media and building the main audience of young Indian women and men, turning to it for beauty and life advice.
“I think that one of the strongest news I have always had was that I want to do it for girls or boys who grew up without mom and sisters,” Kaur said CNBC to do it in an interview about the popularity of its content.
Kaur was only eight eight years old when her mother died of breast cancer, and the memory she always nurtured was the mother's long hair, which, she said, it was a decisive part of her identity.
“I really wanted to imitate the way my mother looked like,” she said. “It was terrifying when they lose the same part of what people perceived as something that contributes to her beauty so much.”
Kaur remembered that her father, who was only 29 years old at the time, took her to the hairdresser for a hairstyle. “I didn't even know how to tie my hair. She died before she taught me,” said Kaur.
Then she decided to turn to her grandmother from her father, who would apply various oils and ingredients on her hair through early teenagers, before she landed on the formula, which Kaur still used as an adult and is the current preparation of Byerim oil.
These experiences were the foundations of traveling on social media of Kaura, in which she shared her story of growing up without her mother, as well as how she learned to take care of herself as a woman.
“I wanted to create an abbreviation for all girls or boys who grew up without my mother, so I started talking about this experience on my website,” she explained.
After winning 100,000 followers in 2019, she decided to earn on her social media and build Byerim as a tribute to both her mother and grandmother, while using a growing trend in social media.
Indian hair oils have become a great business
Hair oiling is an Indian tradition recorded in ancient Sanskrit healing texts Character Samhita, And he went through for centuries. Indian women learn through mothers and grandmothers to massage oils in their hair from an early age.
With the influx of Indian immigrants to the USA and Europe from 20th Century, Hair oil crossed the boundaries of India.
Deputy Editor of Cosmopolitan Cosmopolitan of Great Britain Nonna Ibea She recently wrote that her hair was oiled as a child, renewed memories of shame about her identity.
“I noticed that my peers would be irritated because of oiled hair on a school playground. Light, the oil made my hair soft and strong. I know that this is the reason why I have healthy hair today. But at that time I found everything … Well, embarrassing, ashamed,” said Ibraheem in art for the magazine..
Once a marker of shame for many children of immigrants from South Asia, hair oiling filtered social media trends.
Hashtag #Haird It has almost half a million posts on Tiktok, and influential people with share their oil procedures, including what hair oils they use and use techniques.
Hair oiling tips have made Vogue pages in recent years a number of brands next to Byerima Kaura, including inspired Ayurveda Kuldeep Kuldeep Kuldeep Kuldeep Knox.
Byerim is a luxurious brand of hair and beard care.
Byerim
“How funny is that” oil “was never a verb that was in everyday communication of everyone, but then in the morning I went to my grandfather and intended to say:” Can you oil my hair for me? ” In those days, people from England say: “Would you have anything against putting the oil in your hair, or would you have an impact on applying oil to my scalp?” But it's a verb now – said Kaur.
Unlike traditional Indian oiling, which includes the use of fatty, thick oils with a sharp smell, the attractiveness of brands such as Byerim is that it is fragrance and light, said Kaur.
“I have it in my hair now. Could you ever say? I could go to Tesco. I could go to the gym. I could go to dinner with my hair,” she said.
“Emotionally invested”
Kaur claims that Byerim's success is not only the growing popularity of hair oils, but because its followers are “emotionally invested” in her brand.
“They throw a very wide network influential, but the problem is that you are trying to reach people who do not follow you yet, you alienated people who do so.
In recent years, recognized as influential brands have increased, but not all are cut off to success. Famous influential brands include Darling Darling Addison Rae Makeup Lett Beauty Element Beauty to the Instagrammer Arielle Charnas, Something Navy clothing brand.
However, the beauty of Rae was interrupted by Sephor in 2023, and Rae is not conducive to the brand consistently. Meanwhile, something that the navy has faced financial problems and stopped selling clothes through its website.
“People can smell authenticity and smell false very quickly,” explained Kaur. “If your observers really love you and support you, they don't want to feel that they have been cheated with a fast, cheap product that just is wearing your name.”
It stands out by sharing the ups and downs of building Byerim in social media, from publishing factories receiving their contracts by hand by the packaging of BYERIMA bottles.
“So before I launched it, people bought regardless of the fact that they wanted to be part of this journey,” she said.
The company, which sold 250 units during the first four hours of premiere and another 500 units in January 2020, played a role in maintaining a trend on hair oil.
“I can't consider anything,” said Kaur about hair normalization. “I think there are several amazing brands that push the needle when it comes to sharing the mystery of our grandmother's kitchen for the masses, but I would like to hope that Byerim played up to 1% of this part.”