Between sponsored content, influencer bias, and endless tutorials, authenticity has become hard to find. When our team set out to design Beauty Playbook, we wanted to change that. Our goal was simple: how can we help people discover credible beauty education?

Before jumping into design, we needed to understand what authenticity means to our users. Through competitive research, we noticed that most platforms fall into two categories:

High engagement, low trust – click-driven content with limited credibility.

Low trust, high trust – educational but disconnected from community and lacks real-world voices.

The brand identity balances professionalism and warmth with soft, natural tones evoke trust and approachability. The visual system was designed to scale from editorial layouts to product merchandise, maintaining consistency without losing character.

I built a flexible design system defining color values, typography, grid structure, and reusable UI components. This foundation helped the team produce assets faster while ensuring that every experience felt unmistakably Beauty Playbook.

This project had such short time to liftoff, but it taught me how to bridge brand storytelling and product design; it’s not just designing how something looks, but how it feels and builds trust.

This is only the beginning, and I’m excited to see how the project scales over the next few months!