Similar to how our genes are passed down, so too are our heritage and traditions. ByErim, a luxury haircare brand, beautifully encapsulates this idea—Inspired by her late mother's stunning hair and her grandmother's traditional hair oiling rituals, Erim brought ByErim to life, blending South Asian tradition with modern luxury. For this week's edition of our #HeritageInBusiness blog series, we’re excited to share Erim’s insights and experiences as a thriving ethnic entrepreneur in the UK.
After learning about ByErim's backstory, we understood that your brand is deeply rooted in tradition and personal memory. How did you blend South Asian haircare practices with modern luxury products which shape the identity of ByErim?
Growing up I've always wanted long hair like my mum so I wanted to ensure I did everything I possibly could to make it happen in the kitchen with grandma. We tried so many variations and even put eggs into our scalps at one point and learned the smelly way that it's no fun!
When we finally landed on the formula, it included 8 natural oils, all deeply rooted in the history of Ayurveda and I decided to mix this with minimal packaging, while also ensuring that despite the oil being this magical elixir, it was perfect to a tea so it doesn't smell funny or feel greasy once applied.
In a market filled with hair and skin care products, what role does your Punjabi heritage play in setting ByErim apart from other luxury hair care brands?
I truly believe that less is more and that's what I've tried to achieve with my product line. We live in a world of overconsumption and there's no need to have a million products for your hair to look great. We believe that taking care of yourself and also using the right products does actually work and we strive to ensure the longevity of the products in the world of beauty.
Did you face any challenges when introducing traditional South Asian haircare remedies to a global audience? If yes, what were they and how did you overcome them?
Our target audience is your typical British Asian and it was quite easy to reach an audience that was already on the hunt for a good hair oil and understood the value of hair oiling. An effective marketing strategy and brand activations across the UK and the Middle East have truly allowed us to capture more of an audience that's exploring different means of taking care of their hair. One of our favourite things to do with our oil is debunk the myth that hair oiling is greasy, smelly, and annoying.
How do you navigate around balancing between preserving the authenticity of your Dhadi's traditional haircare remedies and meeting the expectations of modern consumers?
Throughout our product line, our key ingredients never change. We spend years formulating and getting it down to its right consistency before finalising anything. We make sure to give them the best of tradition while effortlessly marrying the aesthetics and needs of the modern consumer. Our products are stunning but what's inside is what makes it a game changer.
ByErim is a brand that beautifully pays homage to your mum and Dhadi. How do you think storytelling and cultural heritage contribute to the emotional connection your customers can feel with your brand?
Very much so. I feel more connected when I speak to the audience about my story and how it all began. It truly allows them to feel seen, heard and understood as well. The best part about ByErim is meeting the community and getting to tell them how it all happened. Losing my mother played a huge role in shaping ByErim and who I am as a person, and getting to share that story with people is a feeling unmatched.
Connecting with brands like ByErim is at the heart of our #HeritageInBusiness blog series. Erim's journey exemplifies how the influence of the matriarchs in her life helped create a brand that celebrates the essence of Ayurveda while challenging stereotypes about South Asian haircare practices.
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