Influencer’s Indian-inspired hair oil brand made $4 million in sales

Erim Kaur, entrepreneur and influencer, won $ 4 million in sales after founding a brand of hairy hair rooted in the old Indian traditions.

Kaur, based in London, has more than 700,000 followers on Instagram and Tiktok combined, and founded byerim in 2019, a luxury hair care brand known for its flagship hair oil that contains eight pure oils, including AMLA. He has raised £ 3.3 million ($ 4.2 million) since its launch, CNBC makes it verified.

The 30 -year -old set the popularity of her hair growth oil in knowledge of social networks and build a central audience of young women and Indian men by resorting to her to obtain beauty and life advice.

“I think that one of the strongest messages that I have always had has been that I want to do it for girls or boys who have grown up without a mother and sisters,” Kaur told CNBC in an interview about the popularity of the content.

Kaur was only when her mother died of breast cancer, and a memory she always appreciated was the long hair of her mother, which she according to her identity.

“I really wanted to emulate the way my mother looked,” he said. “It was scary to see the identification part of what people saw as something that contributes so heavy to their beauty.”

Kaur recalled that his father, who was only 29 years old at that time, made her the barber for a haircut. “I knew how to tie my hair. She died before she taught me,” Kaur said.

It was then that he decided to resort to his paternal grandmother, that it would be different oils and ingredients in his hair through his first tens, before landing in a formula that Kaur continued to use an adult and is the current.

These experiences formed the foundations of Kaur’s social networks, where she shared her story of growing without a mother, as well as how she learned to take care of herself as a woman.

“I wanted to create a shortcut for any girl or children who had grown up without a mother, so I began to talk about that experience on my page,” he explained.

After winning 100,000 followers in 2019, he decided to monetize his social networks and build Byerim as a tribute for both his mother and grandmother, while capitalizing a growing trend of social networks.

The oil in the hair is an Indian tradition recorded in the old Sanskrit medicinal texts such as Charaka Samhita, and transmitted throughout the centuries. Women and grandmothers teach Indian women to massage oils in the hair from an early age.

With the influx of Indian immigrants to the United States and Europe from 20^Th Centurio, hair oil has transcended the borders of India.

The attached beauty editor of Cosmopolitan UK, Hanna Ibraheem, recently wrote that having her hair greased as a child resurfaced memories of shame about her identity.

“I had noticed that my colleagues would make fun of their greedy hair in the courtyard of the school. Of course, the oil made me soft and strong..

Once a score of shame for many children from immigrants from southern Asia, hair ignition has leaked in beauty trends in social networks.

The hashtag #haroil has almost half a million publications in Tiktok, with main influencers that share their greaseing routines, including hair oils and application techniques.

The advice on greased hair have made Vogue’s pages in recent years, and a variety of brands have appeared next to Byerim from Kaur, including the Schigs inspired by Ayurveda by Nikita Charuza Beauty, Akash and Kuldeep’s Fable & Manpo.

“How funny is that ‘for oil’ never used to be a verb that was in everyone’s daily communication, but this morning I went to my grandfather and I was going to say that my hair greased me?” In the past, I would have a leg people from England saying ‘Would you mind putting oil in my hair or would you mind applying oil in my scalp?’ But now it’s a verb, “Kaur said.

Unlike traditional Indian swelling, which includes the use of thick and thick oils with a spicy smell, the attractiveness of brands like Byerim is that it is fragrance and light, said Kaur.

“I have it in my hair right now. Can you ever tell me? I could go to Tesco. I could go to the gym. I could have dinner with my hair like that,” he said.

Kaur says that Byerim’s success is not just about the growing popularity of hair greaseing, but because his followers are “emotionally inverted” in fire.

“The influencers throw a very wide network, but the problem is when you are trying to communicate with people who do not follow you, you are alienating the people who do it. Then, I was very focused on my followers. They are focused on me,” Kaur said.

Founded brands have increased in recent years, but not all are cut for success. The famous influencers brands range from the Tiktok Darling Addison Rae makeup line to the Instagrammer Arielle Charnas clothing brand, something navy blue.

However, the beauty of RAE’s element was discontinued by Sephora in 2023, and RAE could not promote the brand consistently. Meanwhile, something faced financial problems and stopped selling clothes through its website.

“People can smell authenticity, and they can sniff very quickly,” Kaur explained. “If your followers really love you and support you, they don’t want to feel that they have patted the legs with a fast and cheap product that simply has your name.”

She separates by sharing the ups and downs of Byerim’s construction on social networks, from publishing on the acceptance factories of her orders to packing by Byerim by hand.

“Then, by the time I launched it, people bought independently of being part of that trip,” he said.

The company, which sold 250 units in its first four hours of launch and another 500 units in January 2020, has played a role in keeping alive the hair oil trend.

“I can’t receive full credit for anything,” Kaur said about the standardization of hair oil. “I think there are some incredible brands that are pushing the needle when it comes to sharing what was a secret of our grandmother’s cuisine to the masses, but I would like to wait for Byerim to have played only a part of 1% of that.”