Senior Product Designer & Creative
hello@milica.com
Passim: A Digital Showcase for Ethical & Premium Skincare
Year: 2021
Industry: Beauty/Cosmetics
ART DIRECTION DESIGN UI UX
Passim is a premium website template designed to elevate skincare and beauty brands by seamlessly blending trust, sophistication, and ethical values. My role encompassed art direction and design, ensuring that the final product resonated with brands targeting conscious consumers who prioritize high-quality, natural, and sustainable skincare products.
VIEW PROJECT
The design needed to:
Highlight premium products in a visually compelling way.
Establish trust and authenticity, crucial for ethical and organic beauty brands.
Appeal to a diverse range of skincare brands, from boutique labels to established wellness companies.
Competitive & Industry Research
I analyzed leading skincare and wellness brands, focusing on their visual identity, brand messaging, and user experience. Key takeaways included:
Minimalist, nature-inspired aesthetics dominate – Soft, organic shapes, neutral tones, and typography choices create a sense of purity and trust.
Authenticity – Brands emphasize ingredient transparency and ethical sourcing, which needed to be reflected in the design.
Premium beauty brands use large imagery, clean grids, and storytelling elements to engage users.
Wireframing
I developed modular wireframes to provide brands with the flexibility to showcase their unique offerings while maintaining a cohesive, premium aesthetic. Design considerations included:A balance between whitespace and rich imagery to create approachable feel.
Subtle motion elements, such as gentle fades and scroll-triggered animations, to enhance user engagement.
Emphasis on storytelling – Structured layouts designed to showcase brand narratives, ingredient highlights, and sustainability efforts.
Design builds trust – Strategic whitespace, clean typography, and thoughtful product presentation can establish authenticity and credibility.
Versatility is essential – A well-structured, modular layout allows brands to maintain consistency while adapting to their unique identity.
Previous: Valeska: Designing a Digital Luxury Experience
Next: Galatia: A Bold Digital Presence for Creative Professionals