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

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.

This year, Neft Vodka has partnered with BoF to platform three new members of the BoF 500, to explore how their creative careers and success are evolving in the industry. “There is a feeling of real excitement when you first experience a creation and you can sense the effort and passion that the artist has put into the piece,” Paul Robinson, chief creative officer at Neft Vodka, told BoF in a recent interview.

Hiromi Ueda, global makeup artist at Armani Beauty, is one of this year’s inductees into the BoF 500. Ueda’s early career led her to London, where her talent quickly gained recognition. In the British capital, she began to work with some of the industry’s most influential photographers, including David Sims and Tim Walker.

Over the course of her career to date, Ueda’s work has featured in fashion publications such as British and French Vogue, i-D, and Dazed. Her client list boasts prestigious brand work with the likes of Louis Vuitton, Saint Laurent, and Miu Miu, further solidifying her status as a key player in the fashion world. In January 2024, Ueda was appointed as Armani Beauty’s Global Makeup Artist.

Now, BoF sits down with Hiromi Ueda to hear how she utilises creativity in both her role at Armani Beauty and in her own professional path.

How is your creative practice evolving and what is driving that process?

Having come from Japan, my creative process has evolved so much over the years. I draw inspiration from a variety of sources. Most of the time, just watching films or flicking through magazines and visiting different places. But, what truly drives my process is the inspiration I get from nature. Simply looking at beautiful colour combinations or textures in nature sparks my creativity and influences what I apply to my work.

How do you expand your creative inspiration and expression authentically?

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. 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, allowing you to get more attention, especially in this social media era.

What skills do you believe are most valuable in your profession in today’s market?

Being a makeup artist, it’s a social skill. We’re not applying our creative work on a piece of paper or a canvas, we’re working with people all the time. So, people skills are the most important. Working on actresses or doing any personal makeup, as well as working on fashion shows or shoots — collaboration is at the core and communication is vital.

There’s also so much more to our profession than simply applying makeup. Today, you have to promote yourself — and edit videos to promote your work on social media. It’s an opportune time for younger artists to showcase their work on social media with a much wider audience than we previously had.

How has the application of your work changed in today’s media landscape?

It’s very different because when I started in this business, I was carrying my portfolio. Nowadays, you can showcase your work and skills through social media — on Instagram or TikTok — it’s all very fast-paced and this speed is important. At the same time, I think I have become well-versed in showing that there is still a slow-paced beauty around. Some people still want to have a quiet, calm and authentic pace.

What advice would you give those seeking to enter the beauty industry today?

Honestly, just get out there. Back in the day, we only had photo or editorial shoots, or moments at fashion shows — those were the only times we had to showcase our work.

Today, you have to promote yourself.

Today, even if it’s just in your bedroom, you can create your makeup look on yourself or friends. It’s just about going for it, putting yourself out there and having faith in what you think is best. Don’t sit still — even if you don’t want to show your face, you can pull together references, some people do sketches — there are so many different ways to show your creative process.

What innovations in the industry excite you?

I’m excited about the development of technology and what it’s done to celebrate individuality. There are so many products and colours for different skin tones that have been helped by technology. It’s amazing to see this focus on shifting our beauty standards.

What does your selection for the BoF 500 mean to you?

I am honoured to be included. I feel that my personality is not really expressive enough for showcasing my work and so I feel really lucky to have been selected. Coming from Japan, I hope that, not only the Japanese, but all Asian people see what I have done and feel like they can do the same.

This is a sponsored feature paid for by Neft Vodka as part of a BoF partnership.