London based woman turns ancient Indian hair oil tradition into $4 million business - here’s how

London entrepreneur and influencer Erim Kaur has taken an ancient Indian ritual and turned it into a luxury haircare brand valued at more than $4 million. Her 2019-founded business, ByErim, centers on the ancient hair oiling ritual—repurposed for contemporary beauty users. According to the reports, Make It, the company's most popular product, its signature hair growth oil containing amla, argan, coconut, and castor oils, has fueled its rocketing success, earning £3.3 million ($4.2 million) in revenue.
Kaur's business experience is infused with her personal life. She was eight when she lost her mother to breast cancer—a loss that would later inform her vision and values. One of her favorite memories of her mother was the long, shining hair. After her death, Kaur found herself without instructions on hair care, looking instead to her paternal grandmother.
Through her grandmother, she learned the ancient Indian ritual of oiling hair—the caring practice of applying natural oils to nourish hair. These early education lessons would provide the basis of ByErim's signature treatment.


Hair oiling has been a long-standing tradition throughout South Asia, with many learning the practice within their families. What was once a cultural niche is now being revived on a global scale—largely due to the virality of social media platforms such as TikTok, where hashtags such as #hairoil has gone extremely viral.
Seeing this momentum, Kaur realised that she could update the tradition. ByErim's signature product is a non-greasy, light, and fragrant oil that appeals to contemporary consumers while still maintaining traditional ingredients' therapeutic benefits. As opposed to the rich, highly fragrant oils of yesteryears, ByErim's formula meets modern tastes—rendering it affordable and appealing.

Kaur's success extends beyond product innovation—it is her raw storytelling and emotional openness. She has a loyal fan base of over 700,000 on social media where she offers a raw glimpse into her life as a founder, from personal losses to business triumphs.
Her listeners relate on a personal level, not only to the brand, but to Kaur herself. That emotional connection has been instrumental. In the brand's early years, ByErim sold 250 units within four hours, then another 500 in January 2020. "People want to be along for the ride with me," Kaur said. "They don't just want to buy something—they want to support me."
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