Beauty House On Clubhouse

By now you’ve probably heard of Clubhouse, the invite only drop-in audio app. It’s the next wave in social media where people truly connect through conversation.

Imagine being between errands, or home on your couch speaking to movers and shakers across industries. I was in a room with Daymond John yesterday! Like, Shark Tank/FUBU Daymond John y’all!

Once I was in a room and watched a speaker go “mini viral” because of something he said that delivered major value to the room. He blew our minds with a take on algorithms. His follower count exploded and he’s been growing by leaps and bounds ever since.

Isn’t this what everyone’s been asking for? A space that isn’t about aesthetics? A space free of the constant demands of the production of content creation?

Well the beauty community on Clubhouse is strong. The beauty world shines with and without the visual component. There are also spaces within the app called clubs where true devotees to any particular subject can join and gather for a kiki or a meeting of the minds (a business kiki).

Clubs like Jaleesa Jaikran’s’s The Beauty Room (next room is January 5th on Beauty’s defining moments in 2020) and Michela Wariebi’s Black Beauty Chat are two clubs leading the charge on beauty clubhouse, a term coined by Michela. Black Beauty Chat has a room called “Reclaming The Black Beauty Supply.” Both clubs are amazing and very much worth joining.

I joined in August and remained pretty inactive and unimpressed. It felt like a chore to figure out how the app works and most people I knew weren’t on the app yet, so no welcome party . I did receive a strong recommendation and an invite from one of my best friends and for that I’m grateful.

In my experience, despite all of its headline making drama, the beauty community is pretty tight across all socials. The dynamic on Clubhouse however is something else entirely because it gives us a chance to escape the (largely) parasocial purgatory we’ve come to find ourselves (happily) in.

On clubhouse the 4th wall is in shambles and we are here for it, dancing on the rubble.

Imagine listening to your favorite (beauty) podcast and being able to raise your hand to ask the question you have. Imagine learning from your favorite content creators and hearing things from the brand perspective on all things influencer related.

The app is still in beta and those of us who love it, really love it - I mean we are pretty much evangelical about it. This I’m sure is off putting for some. Anything that people are that excited about is usually a pyramid scheme, or starts with “are you ready to walk with our Lord and Savior?” but PLOT TWIST - the app is free and no one gains or loses anything from inviting others beyond the genuine joy of knowing they’ve introduced someone to a space that unlocks so much for many.

Businesses have been funded, friendships are being built and problems are being solved. It’s the closest thing to being at event since March. Well, unless you live in Atlanta or anywhere in Florida.

Another interesting thing about the tribe vibe on Clubhouse is you can only invite people on your contact list. So you’d have to give out your precious direct line to anyone you aren’t already connected to. Obviously there are always the few people doing weird things like selling invites but in my opinion that thinking feels a little short sighted.

I’ve been a pro MUA for a decade+ now, and it was quarantine that nudged me into the (visible) creator space in beauty. It’s a community that I’m thankful for every day. Seeing the way we’re showing up for each other in any space is inspiring and getting to connect thru voice humanizing.