HIBI & HIBI CIRCLE

Crafting an inclusive, organic beauty experience and a vibrant social platform for HIBI.

Overview

ROLE
Visual Design / Branding
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Tools used:
Figma / Midjourney / Adobe Suite

Background

HIBI is an inclusive organic makeup japanese brand that celebrates diversity and natural beauty. It offers products that respect the skin and the planet, suitable for all skin tones and types.

The Hibi Circle application is a digital extension of the Hibi universe, which acts as an interactive social network dedicated to beauty. It allows users to create, share and explore personalized looks. Inclusivity, personalization and community are at the heart of the application, where everyone can find their style, receive tailored advice, and be inspired by current trends.

Problem

Hibi aims to fill the lack of personalization and inclusiveness in the online makeup space, while creating an interactive space for a community of enthusiasts. Many makeup users, especially those with specific needs based on their skin type, skin tone, or ethical preferences, struggle to find products that perfectly match them.

Project Goals

Create an inclusive, fluid and personalized user experience, which allows each user to easily discover, test and purchase makeup products tailored to their specific needs, while promoting enriching community interaction.

01 / Empathize - Exploring the user's needs

Overview

Research approach

Research approach

Interviews conducted for the Pop&Match application revealed several key needs among users, from various backgrounds.

Product customization :

Users want makeup recommendations tailored to their specific characteristics (skin type, skin color, age).
There is a high demand for deep customization, to find products that meet their unique needs (dry skin, scars, freckles, etc.).

Inclusivity and diversity :

Users prioritize inclusiveness, requesting a wide range of shades, skin types, and makeup styles that match every profile.
Participants want the application to reflect the diversity of users, both in terms of products and in the content offered by the community.

Community interaction :

Users want a space where they can share their looks, receive advice and encouragement from the community.
The idea of an integrated social network would make it possible to not only get inspired by others, but also participate in challenges and stay up to date with trends.

Accessibility :

Some users, such as people who are colorblind or visually impaired, are looking for options that allow them to easily navigate the app and choose the right shades without difficulty.
Accessibility features are essential to ensure a positive experience for everyone.

03 / Ideate - Creating the framework

Overview

Flow Chart

The app was designed to :

Promote Personalization and Inclusivity
Promote Social Interaction
Promote Education and Empowerment
Promote Accessibility and Adaptability

Persona development 01

Julien sees makeup as both an art form and a way to express himself. He enjoys creating unique looks for special occasions, using colors and textures to enhance his appearance. As a gay man, he seeks inclusive, non-gendered products and a diverse beauty community. For Julien, makeup is a way to embrace his identity, celebrate his creativity, and stay true to who he is.

Persona development 02

Taylor uses makeup to express their non-binary identity and challenge traditional gender norms. With a successful career as a graphic designer, Taylor pays close attention to detail and enjoys experimenting with creative looks. They seek inclusive makeup products and tutorials that reflect the diversity of gender identities. However, as someone who is colorblind, choosing and applying colors correctly can be a challenge. Taylor is on the lookout for tools and products that help them overcome these challenges while still having fun with makeup.

Persona development 03

Marie is a retired secondary school teacher who has always had a passion for makeup. As she’s gotten older, she has become more mindful of the specific needs of her mature skin. She prefers products that provide a natural finish while offering hydration and minimizing imperfections. Marie looks for makeup solutions that simplify her routine while being tailored to her mature, mixed-ethnicity skin.

Persona development 04

Alice is an art student in Lyon. She has scars on her face from an accident, but she fully accepts them. For Alice, makeup is a form of artistic expression. She prefers products that highlight her features without trying to hide her scars. She is also attentive to organic and natural products.