Hi! I’m Ugo, a 27 year old beauty lover based in London. I’m a strategist by trade - I’ve advised world leading companies across different industries and now I work as a Chief Strategy Officer for a fast growing haircare startup. That means my days are spent at the forefront of trends in beauty, socials and business. I originally started thebaseandbeauty to talk only about skincare and makeup, but my passion for economics/finance/business has shaped the content I create today. I recently pivoted fully to creating content at the cross-section of all my interests - beauty, business and strategy. I believed based on TikTok trends that now would be the optimal time for this content, because it is longer form, engaging and not direct-selling... and I was right!