At just 8 years old, Erim lost her mother to cancer. To honour her memory, Erim vowed to preserve the beauty of her mother’s long hair, which was tragically lost during her brave battle. Guided by her Dhadi (grandmother) who possessed a wealth of magical, traditional remedies, Erim spent years in her kitchen testing out a myriad of unconventional and quirky concoctions. The pair persisted until they discovered the perfect combination—the key to preserving the essence of Erim’s mother’s hair. Erim knew that she had a responsibility to share this incredible formula with the world and so ByErim, a luxury hair and beard care brand, was born.