Why “Going Live” Calms My Perfectionist Anxiety

I am not myself on camera. Just ask my team. They remind me daily (lovingly, of course). I turn into this performative version of me who sounds like she is giving a speech at the Clinique Annual Sales Meeting. Not that long ago, media training was all about public speaking in a way that emulated someone in Congress or State Legislature. I still remember being filmed at a leadership offsite in the early 2000s. After my talk, a coach showed me the video and said, in the nicest way, “See your stance? You look like you are at a backyard picnic, not representing the number one beauty brand in the country.” It stung, but it stuck.

Fast forward twenty years, and that same “backyard picnic” is now exactly what social media wants. People respond to casual, approachable, and authentic even in a business setting. You could be representing the number one brand in the country, but now you are supposed to look like you are connecting with a friend. The optics have completely flipped.

Something in me is still wired from that old training. I am not fond of DITL (day-in-the-life) videos or short clips of myself. Every time I film, I want it to be perfect, curated, scripted, and clean. I blame that coach.

Then I discovered something new. Going live. And I like it.

It feels real, more forgiving, and less performative. If I mess up, I don’t care as much. I can schedule it, show up, and not obsess over editing or views. I even like practicing when no one is there. It feels like learning how to be myself with myself.

I love that I can talk to people in real time, explain my story, my mission, my company, and why we are different. If you are new, hi-BB has created what I truly believe is the world’s best beauty quiz. It curates the right product for you (based on everything out there) and explains why it is uniquely suited to you. Think matchmaking, not marketing. Think needle in a haystack, not dollars (and hours) down the drain.

I want to try something I call “live matching”, where everyone on the live takes the quiz in real time and then shares what they think about their match. Live matching, feedback, and getting it right for whoever is listening. I am no longer afraid that someone does not like their match. I can follow up and make it right because I have the best human team whose expertise helps us get it right even when our algorithm has a hiccup.

We believe AI is powerful, but it’s not perfect.

AI is everywhere today, and it’s only becoming a bigger part of our lives. People are turning to tools like ChatGPT for everything from advice to recommendations, and while some embrace it, others remain hesitant.

When it comes to beauty, most recommendations still come from friends and family, influencers, ads, or in-store salespeople. No shade to any of them, but there’s usually something missing.

Your friend might not have your skin type, hair texture, budget, or lifestyle. Many influencers are paid to promote products that work for them, not necessarily for you. Advertising takes a “push” approach, showing you what brands want you to buy, not what’s truly right for you. And while in-store experts can be helpful, they rarely have encyclopedic knowledge of every brand or product, and they’re often guided by sales incentives, not personalization.

Our approach starts with you.

We start by understanding exactly what you’re looking for: your goals, preferences, and needs, and then we match you with the best of what’s out there.

Our AI scans thousands of products to narrow the field, but that’s only the beginning. Every recommendation is then powered by our team of experts in beauty, dermatology, ingredients, hair, makeup artistry, packaging, and product development.

This combination of smart technology and real human insight makes all the difference. For every match, we explain why it’s right for you, break down the key ingredients and formulas, highlight real social feedback, and introduce you to the brand behind it.

We’re not a faceless algorithm: we’re your beauty besties. And if we ever get it wrong, just tell us and we’ll make it right.

More than anything, I want people to be happy with their beauty products. I want us to be a trusted partner in the decision-making process.

My goal is simple: to tell my story the way I should have all along. Natural and just being me, and so I started. And I want to thank my high school bestie, Gayle Worath, who joined TikTok only five months ago and encouraged me to go live.

My TikTok handle is @BinaBrianca. Join me on this beautiful adventure!