We were lucky to catch up with Heidi Denha recently and have shared our conversation below.
Heidi, thanks for joining us, excited to have you contributing your stories and insights. To kick things off, we’d love to hear about things you or your brand do that diverge from the industry standard
One of the things people always tell us when they walk in is how different the vibe is here. It’s not your typical salon—we’ve created an environment that feels more like family. Everything we do is super one-on-one and totally customized for each person who comes through our doors. We’re all about quality over quantity. We take the time to really connect, listen, and create a personal experience that makes each client feel seen and cared for.
We even have our own in-house product line that I personally created and use on my clients. That makes it so easy to recommend exactly what someone needs, and clients love knowing they’re getting something made with intention and experience behind it.
People come back not just for the services, but because they genuinely feel comfortable here. No pressure, no nerves—just a chill, welcoming space where you can relax and enjoy being taken care of.
It’s also a one-stop shop—you can get your brows or hair done, have your makeup done, pick up a new outfit or some accessories, and head out feeling totally refreshed and ready to go.
What really sets us apart from the industry standard is how deeply personal and custom everything is. We’re not about rushing people through or fitting them into a mold. We’re about making sure each person leaves feeling confident and happy. That’s the heart of what we do.
Heidi, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
Hi, I’m Heidi Denha—founder of The Beauty Club and a lifelong lover of all things beauty. My journey in this industry started unexpectedly. I began modeling at just 15 years old, but I always struggled with makeup. I was often frustrated with how it turned out when done by others, and that led me to take a job selling makeup—even though I didn’t really know how to apply it myself at the time!
The real turning point came when I joined MAC at Somerset Collection as a sales associate and makeup artist. That’s where I honed my skills, built real connections in the industry, and realized this was more than a job—it was my calling. Over time, I’ve grown from someone who couldn’t do her own makeup to someone who now empowers others through beauty.
At The Beauty Club, we offer more than just services—we offer an experience. We provide customized makeup, eyebrow shaping, hair services, wardrobe styling, and our very own product line that I personally created and use on clients. It’s truly a one-stop shop where you can get your glam done, pick out an outfit, accessorize, and walk out feeling your best.
What sets us apart is how personal everything is. Clients always mention how different the environment feels—we’re all about one-on-one attention, genuine connection, and treating every client like family. We focus on quality over quantity. Our space has a relaxed, welcoming vibe where people don’t feel nervous or judged. It’s all about making people feel confident and comfortable in their own skin.
I’m most proud of the trust and loyalty we’ve built with our clients over the years. Many of them travel hours just to see us, and that means everything. I want people to know that The Beauty Club isn’t just a salon—it’s a space built with love, intention, and a deep passion for helping others feel beautiful, inside and out.
We’d love to hear a story of resilience from your journey.
One of the biggest tests of resilience in my journey came when I opened The Beauty Club—right before the world shut down due to COVID. We had only been open for barely a year when the pandemic hit. Like so many small business owners, I was devastated. It was incredibly hard—not just financially, but emotionally too. I had poured everything into creating this space, and suddenly we were forced to shut our doors.
The beauty industry was hit especially hard. People were scared, and understandably so. No one was getting glammed up, masks were covering half our faces, and services like makeup didn’t feel like a priority for many. It was tough trying to get people to feel comfortable coming in, especially when we were still so new and trying to build trust and a client base.
But giving up was never an option. I used that time to get creative—refining our space, focusing on our product line, staying connected with clients virtually, and doing everything I could to keep the brand alive. Slowly but surely, people started coming back. They were craving connection, normalcy, and self-care. And because we had created a safe, welcoming, personal environment, they trusted us.
That period taught me how strong I really am, and it showed me how powerful community can be. It made me even more committed to what we do—to making people feel beautiful, seen, and taken care of. I’ll never forget those days, and I’m proud that The Beauty Club came out of it stronger than ever.
Can you talk to us about how your side-hustle turned into something more.
Yes, my side hustle absolutely turned into my full-time career—and honestly, it happened pretty naturally. I was in college, not even wearing much makeup myself at the time, but people kept asking me to do theirs. At first, it was just for fun or for events, but it quickly turned into “Heidi’s the one who does makeup.” It became my thing, almost by default.
What started as casually helping friends turned into a steady stream of people wanting appointments. From there, I realized this wasn’t just a hobby—it was a gift. I started investing in my skills, working with brands like MAC, and building a loyal client base. One of the biggest milestones was opening The Beauty Club. It was a huge leap from doing makeup on the side to launching a full-blown business and brand.
Since then, we’ve grown into a one-stop shop with our own product line, full beauty services, and a space that feels like home to so many. I never planned for this to be my path, but sometimes your passion finds you before you even realize it—and that’s exactly what happened to me.
Contact Info:
- Website: https://Www.heididcosmetics.com
- Instagram: Heididcosmetics
- Facebook: Thebeautyclubdetroit
Image Credits
Q11Photography