How would you describe the concept of ‘Beauty’ today? Has it changed?
I would say because of the effects of social media opening us to a world of global beauty standards, which were originally different depending upon where you are from. I’ve seen a slight modernization when it comes to beauty. However, I’ve noticed in pockets and communities on various platforms, particularly TikTok, where there is a great celebration of our culturally authentic features, which I think is beautiful.
Has social media changed everything?
Yes, and I think it’s a change that cannot be undone. A lot of people say social media will eventually die but I don’t see that happening as there has been a fundamental change in the way we’ve evolved with social media and I don’t see how this can be reversed.
Is Beauty still in the ‘Eye of the Beholder’?
100% - I think the greatest respect needs to be given to people who see beauty in a way that’s different from the kind of community and society standards.
What’s your take on social media and digital beauty?
At the end of the day, social media is created by a group of people who have their own natural biases and perspectives of the world and this inevitably gets built into these programs and then gets seeded out to the rest of the world. It’s important to remember this when we see how certain filters enhance certain features and disenhances the others.
What are your most popular products?
The award-winning hair oil! It’s 100% natural and made with eight unique ingredients, including Almond, Argan and Castor oil.
“We all seem to be striving for one particular look”
Any other products you can’t live without?
Hair perfume! Applying regular perfume to your hair is incredibly damaging and it can contain alcohol and does not sit well with the face and cause breakouts.
What’s the ultimate beautiful face to you?
I’ve always looked up to Princess Diana and she had always been so natural.
How’s life as an expat in Dubai - what took you there?
Life in Dubai is amazing. I love the energy, culture and the vibrancy of the city. It’s safe and I feel more comfortable as a woman in Dubai than I have in most cities. We saw a great opportunity for ByErim as a result of the Dubai conditions when it comes to the hard water, the sun, sweat and humidity.
Any favourite anecdotes?
When I won the 2023 Beauty influencer of the year award at the BeautyWorld Middle East! Funnily enough they didn’t pronounce my name correctly and I didn’t realise it was me until all the other influencers on the table spun their cameras towards me and I realised I had to get up. I thought it was quite funny.
Life Motto if you have one?
Everything happens for a reason, and if the reason isn’t clear it’s because it’s not meant to be. Just yet.
In another life I would have been…
A perfumer!