Cleanerino - Eco-Friendly Beauty Store
The beauty industry generates 120 billion packaging waste units yearly, much of it polluting landfills and oceans. While 73% of consumers seek sustainable brands, many struggle to find trustworthy options amid greenwashing and vague claims, making ethical beauty overwhelming. I set out to change that with Cleanerino a cruelty-free, transparent, sustainable cosmetics store. Through user research, I aim to uncover real challenges people face when shopping for eco-conscious beauty.
Role
UI Designer
UX Researcher
Brand assets Designer
Year
2023
Client / Company
Freelance
Goals
1. Understand user preferences and concerns around eco-friendly and sustainable packaging. 2. Identify key values consumers seek (e.g., recyclability, low waste, aesthetic appeal). 3. Uncover shopping challenges users face when choosing sustainable beauty products. 4. Define essential features for a seamless, intuitive, and engaging eco-conscious e-commerce experience.
Impact
120B
Units of Packaging
2-5K
Tons Enter Oceans
10%
Is being Recycled
70%
Ends Up In Landfill
Younger generations are more sustainability-conscious and frequent online shoppers.
Inclusive of all genders, recognizing that cosmetics cater to a diverse audience. I identified 4 different segments/user groups during my interviews.
I explored several sustainable beauty platform during my research to see what kind of products do they offer and The primary goals during this analysis were to: 1. Understanding competitors’ strengths and weaknesses. 2. Examine how platforms integrate and communicate eco-friendly and sustainable practices. 3. Assess the level of engagement platforms generate, particularly for the newer generation. 4. Identify gaps in addressing specific problems, especially those related to eco-conscious self-care.
Sustainable Beauty e-commerce in Pakistan is significantly underdeveloped in the eco-friendly segment. While a few brands claim sustainability, the space lacks innovation, clarity, and user-centric design leaving eco-conscious consumers underserved.
1. Sustainability & Transparency: No clear recycling guidance, excessive plastic use, vague claims, and poor ingredient transparency. 2. What Consumers Value but Can't Find: Cruelty-free vegan products with minimal-waste packaging on a transparent, trustworthy platform. 3. User Awareness & Experience: Low education on sustainable options; no personalised recommendations. 4. Convenience & Subscriptions: No flexible subscriptions or refill models.
Our goal is to create a transparent, user-friendly, and sustainable e-commerce experience by providing verified eco-friendly products, minimal-waste packaging, and seamless shopping tools. We aim to offer flexible subscriptions, clear sustainability information, and an intuitive interface that empowers conscious consumers to make effortless, informed choices.
I divided products into different categories.
To get started with the visuals, I focused more on taking inspiration from eco-friendly content such as environmentally concerned websites, posters, green products, and more. Realized that Green symbolizes prosperity, freshness, and progress.
Steppe is a versatile geometric sans-serif font, balancing readability in small sizes with a friendly look in larger ones. Ideal for branding and text, it captures nature's simplicity with open spacing and organic curves, inspired by leaves and pebbles. I paired steppe with poppins.
I crafted an earthy, eco-inspired palette combining deep soil tones with vibrant forest greens to reflect sustainability, growth, and renewal. Softer shades and mindful contrast choices ensure both tranquility and accessibility, creating a welcoming user experience.
Sign Up Page seamlessly blends user-friendly design with eco-conscious aesthetics, ensuring a hassle-free registration process. Vibrant, soothing colors reflect the brand's commitment to a cleaner planet, fostering responsibility from the first interaction.
Products showcase eco-friendly, locally produced essentials designed with sustainability, quality, and conscious living in mind.
Product Search Page empowers users with a visually captivating experience. The interface balances simplicity and functionality, with intuitive filters for a delightful search journey, reinforcing Cleanerino's commitment to accessible conscious consumer choices.
An option to take skin quiz which recommends products according to user needs and skin problems.
An option to take skin quiz which recommends products according to user needs and skin problems.
I designed an eco-friendly shopping bag for Cleanerino, made from recycled and biodegradable materials. Its minimalist design reflects the brand's commitment to simplicity and eco-conscious living.
“Cleanerino turned sustainability into something beautiful, every design choice felt intentional, human, and quietly revolutionary”
Emma Lewis, Head of Brand Strategy