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30-year-old influencer made $4 million in sales by creating a luxury hair oil brand rooted in Indian traditions

CNBC
Summary
Nutrition label

69% Informative

Erim Kaur founded ByErim , a hair-oil brand rooted in ancient Indian traditions.

The 30-year-old has over 700,000 followers on Instagram and TikTok combined.

Hair oiling is an Indian tradition recorded in ancient Sanskrit medicinal texts like Charaka Samhita .

Hair-oiling has filtered into beauty trends on social media.

Kaur says ByErim 's success isn't just about the rising popularity of hair oiling but because her followers are "emotionally invested" in her brand.

Influencer-founded brands have increased in recent years , but not all are cut out for success.

Kaur: "I can't take full credit for anything".

VR Score

58

Informative language

51

Neutral language

29

Article tone

informal

Language

English

Language complexity

39

Offensive language

not offensive

Hate speech

not hateful

Attention-grabbing headline

not detected

Known propaganda techniques

not detected

Time-value

medium-lived

Affiliate links

no affiliate links