A Social Marketplace for Beauty Lovers
UI/UX · Website · Beauty Marketplace · Community Platform
Aestunne is a web platform where users can buy and sell beauty products while connecting with others through discussions and reviews. It blends the convenience of an online shop with the warmth of a beauty community — encouraging authenticity, trust, and shared experiences.
Most beauty platforms today focus solely on transactions — they sell, but don’t connect. I wanted to design an experience that feels more personal, conversational, and community-driven, where beauty becomes a dialogue rather than just a purchase.
The goal of Aestunne’s design was to introduce a beauty platform that feels modern, approachable, and community-driven. While the prototype focuses on the landing page, it captures the essence of what the full experience aims to be — a space where users can explore beauty products and join meaningful discussions.
The Shop section was planned as a curated marketplace where users can explore and purchase beauty products with confidence. Each product card highlights essential details and community-driven reviews, creating a balance between commerce and trust. The visual direction emphasizes a calm, minimal aesthetic, allowing the products to stand out while maintaining a luxurious yet approachable tone.
The Forum section was envisioned as the heart of community engagement. It gives users a place to start discussions, ask questions, and share their honest opinions about beauty products and routines. This section focuses on building connection and authenticity — turning the platform into a community rather than just a store.
The design process for Aestunne began with defining the brand’s emotional tone — calm, elegant, and confident. I started by researching beauty and lifestyle websites to understand how leading brands balanced visual aesthetics with usability. From this, I identified an opportunity for Aestunne to stand out by emphasizing warmth and community rather than purely commerce.
I then created a moodboard to explore the balance between softness and structure, which guided the development of the layout and color palette. Wireframes focused on clear hierarchy and breathing space, while the final high-fidelity designs introduced refined typography and a harmonious tone throughout. Every section was designed to feel personal yet elevated, reflecting the beauty industry’s emotional appeal.
Aestunne’s visual direction embraces warm minimalism — a calm, sophisticated aesthetic that reflects both beauty and trust. The color palette features a balance between soft neutrals and deep, earth
Together, these hues create a visual identity that feels gentle, inviting, and refined, perfectly aligned with Aestunne’s goal of making beauty approachable yet premium.
Typography reinforces this tone: Playfair Display is used for headings, giving the interface a sense of sophistication and editorial charm, while Source Sans Pro supports body text with its clean, legible lines. The contrast between serif and sans-serif mirrors Aestunne’s identity — a brand that values both elegance and accessibility.
The final prototype successfully communicates Aestunne’s brand essence — elegant, trustworthy, and community-centered. While the project currently highlights the landing page, conceptual mockups of the Shop and Forum sections demonstrate the envisioned direction of the full platform.
Through this design, Aestunne establishes a strong foundation for a digital experience that blends commerce and conversation. The visual language and content strategy set the stage for future development, ensuring that both new visitors and returning users will feel welcomed, understood, and inspired to engage.
Through designing Aestunne, I learned the importance of storytelling in digital interfaces — how color, typography, and space can communicate emotion as effectively as content. Since this project focused on concept and presentation rather than full functionality, I was challenged to make the landing page alone convey the brand’s full vision.
This process also strengthened my understanding of scalability in design. The landing page needed to introduce Aestunne while visually hinting at future features like the shop and forum. It taught me to think strategically — every visual choice should not only look beautiful but also support brand growth and user experience.