ABOUT THE PROJECT
Naturally
Project type
Time lapse
Designed with
Mobile App
02. 2025 – 05.2025
Figma, Illustrator, Photoshop
Naturally is a natural cosmetics E-Commerce app, that takes a different route from the traditional cosmetics market, allowing the customer to create and customize their own cosmetics.
The app tackles numerous challenges regarding the steep learning curve and the differences found depending on the user’s skill level.
CONTENTS
🎯 What’s the goal?
Naturally’s core business finds itself far away from the traditional cosmetics market.
Since its emergence, this market has been based on the purchase of pre-made products made by pharmaceutical houses, with the goal of covering most of the user’s needs across the general spectrum.
Nonetheless, it is well known that not everyone has the same skin or hair type. And, with the rapid growth of product personalization, it is still rare to find a cosmetics brand that allows you to customize products depending on your needs. This is exactly where Naturally steps in.
The goal of Naturally is to give the user the power to create and customize natural cosmetics, regardless of its initial skill and knowledge on the field.
We’ll talk about this later.
🗣️ LET’S TALK DESIGN
The graphic part of Naturally takes a lot of inspiration from Social Media Apps, where images and videos are big and take most of your screen.
Being a “new” type of application, the design looks forward to be easy and familiar, with lots of organic colours, shapes and emojis.
📖 OPENING THE APP FOR THE FIRST TIME
When opening the app for the first time, you’re welcomed with an onboarding experience that, from the start, tries to customize the app for you.
There are 2 ways to see this onboarding:
- From the client’s perspective, it ensures that, once the onboarding finishes, the user lands on the app with products that already satisfy the interests selected at the start, avoiding blank pages.
- From the company’s perspective, the onboarding gives a lot of information about the user type, its needs and its knowledge, which enables the creation of a structured database.
👥 users and their differences
As mentioned at the begining, there are two main app’s users that have a lot of differences: the skilled one and the beginner one.
For the skilled user, the app is actually really simple: look for the ingredients that you need, buy them and, at your home, create the cosmetic you wanted. Easy right?
Well, not everyone’s at that level. For the rest 99% of users, the app will actually try to teach you everything you need to enter that 1%. These are some of the ways a new user can start learning how to create their own cosmetics:
- Every product has a detailed but easy to read guide on how to use it and what benefits it gives you. Also, inside of every product’s page you’ll find related recipes (we’ll talk about this in a minute) and other products that go along with that one.
- You can search by product name (if you know it), but you can also search by benefits, skin or hair type or even recipe.
- Naturally offers pre-made kits, with all the ingredients needed and step by step on how to make specific products. This way, even if you have never touched anything similar, you can start without difficulties.
🎨 CREATE: A SOLUTION FOR EVERYONE
Naturally offers another way to let anyone start creating customized cosmetics without lots of skill: Create.
Create is a tool that allows anyone to create a custom recipe depending on the needs and benefits wanted.
By following some simple steps, you will end with a custom recipe ready to make, with all the parameters you’ve added.
Did you want an Anti-Bacterial Face Serum for Oily Skin, but we didn’t have it? Well, now you can make it.
But, for the back-end, how would it work?
Well, the number of parameters you can submit to the tool are limited, which eventually means that, the results are also limited.
By having a database with a low number of products that can cover the parameters included in Create, you can pre-make the recipes that will appear to the user at the end of the creation.
All this work could be absolutely replaced by AI tools but, at the moment, these tools have not yet the skill needed to operate in such a delicate market, at least for now.
👨🍳 RECIPES: SOCIALIZING THE APP
We have yet to talk about something that we have mentioned along the way: recipes.
As if we were talking about cakes, recipes are exactly what you think: a step by step explaining how to make a specific cosmetic, with specific ingredients.
These recipes are published by Naturally every week on the app and on Social Media.
Not only that, users can become the creators by submiting their own recipes. When these recipes are approved by the team, they will be also published on both platforms with the name of the author.
