Honoring heritage through haircare: The story of Erim Kaur and ByErim

In 2019, London-based entrepreneur and influencer Erim Kaur launched ByErim, a luxury haircare brand inspired by her Indian roots and a deeply personal journey. More than just a business, the brand is a tribute to her late mother and the traditions passed down by her grandmother. Erim lost her mother to breast cancer at the age of eight, and one of her strongest memories is of her mother’s long, beautiful hair.

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In the years that followed, Erim’s paternal grandmother became a guiding presence, creating homemade hair oil blends with her in the kitchen. After years of experimentation, they arrived at a formula that Erim continued using well into adulthood. This very blend became the foundation of ByErim’s flagship product, a best-selling hair growth oil made with eight natural oils including amla, coconut and castor. 

With over 700,000 followers on Instagram and TikTok, Kaur used her growing digital platform to share not just beauty tips, but also her story of loss, identity, and empowerment. She especially wanted to reach others, who like her, grew up without a mother figure. Her honesty and relatability have helped the brand earn over $4 million in revenue, turning her personal narrative into a successful and meaningful business.