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Armani Beauty's Hiromi Ueda on Utilising Creative Expression for Commercial Success

"Creativity is crucial for engaging with consumers. Despite access to global influence and trends, staying true to yourself and believing in what you like — that's the most amazing thing for your creativity," Hiromi Ueda, global makeup artist at Armani Beauty and one of this year's inductees into the BoF 500 tells BoF. "It's vital to showcase what you can do and emotionally resonate with your consumer through your core values. It allows you to stand out in a crowded market like ours."

For its 11th year, BoF gathered its global community of the most influential figures in fashion at the Shangri-La Hotel in Paris in September. This year, attendees of the BoF 500 Gala were a global community hailing from more than 35 countries, including Nigerian Afrobeats superstar Wizkid who performed on the night.

Now, BoF sits down with Ueda to hear how she utilises creativity, pushing the boundaries of the beauty industry.

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