This source examines the remarkable success of ByErim, a luxury haircare brand founded by London-based influencer and entrepreneur Erim Kaur, which has generated $4.2 million since launching in 2019. The text highlights how Kaur leveraged her personal journey of loss and rediscovery of the ancient Indian practice of hair oiling to build an authentic and emotionally resonant brand. It discusses the cultural significance of hair oiling, its recent global resurgence fueled by social media, and how ByErim successfully modernized this tradition while staying true to its heritage. The source also analyzes the strategic brilliance behind ByErim's growth, emphasizing Kaur's authentic storytelling, focus on building a core audience, and ability to capitalize on the direct-to-consumer beauty market and demand for culturally rooted products, despite the challenges of the competitive industry.