For me, Aesthetic Online is much more than a marketplace. It brings together so many parts of my own life: my love for movement and health, my background in fashion, my appreciation for beautiful things, and the lessons I’ve learned from taking healthy living a little too far myself.
I created Aesthetic Online because I felt something was missing. I wanted a place where women could care about their health without feeling that everything had to be perfect. Where you could love fashion and beautiful things while still wanting to consume more consciously. Where movement is about feeling strong and good in your body, rather than constantly trying to change it.
And perhaps most importantly, I wanted to create something that feels inspiring rather than overwhelming. A place that reflects the way I want to live myself.
Where my relationship with health began
My interest in health started long before Aesthetic Online existed. Growing up, I wasn’t particularly confident. I was bullied at school and felt insecure about my body and weight. Movement became one of the ways I started building that confidence. The stronger and fitter I became, the better I began to feel about myself.
What started as something quite personal eventually became a genuine passion. I wanted to understand more about training, nutrition and the human body, so alongside everything else I was doing, I completed several courses in health, fitness and nutrition.
Eventually, I started coaching others too. I worked as a personal trainer and nutrition coach, taught classes, organised workshops and events and created online training programmes. I loved helping people feel stronger and healthier.
But there was another side of me that had always been just as important. I have always loved fashion, design and beautiful things.
I studied Fashion & Management and went on to work across product development, production, marketing and e-commerce. I loved understanding not only how something looked, but how it was created, how a product was positioned and why people connected with certain brands.
For years, health and fashion almost felt like two separate parts of my life. To me, they never really were.
I can love strength training and a beautiful outfit. I can care about nutrition and still enjoy going out for dinner. I can want to make more conscious choices and still love skincare, fashion and luxury. I don’t believe we should have to choose between those worlds.
And that became an important starting point for Aesthetic Online.
When my idea of being healthy went too far
My relationship with health hasn’t always been as balanced as it is today. There was a period when I became extremely focused on fitness. Eventually, I prepared for and competed in a bodybuilding competition.
At first, it felt like dedication. I was disciplined, focused and constantly working towards becoming better. But somewhere along the way, the line between taking care of myself and trying to control everything became increasingly blurred.
Training became more intense. Food became something to optimise. Physical results became incredibly important. And my body eventually told me that it wasn’t doing well.
My menstrual cycle disappeared and my hormones became disrupted. Something I was doing in the name of health was no longer actually making me healthier.
That period changed my perspective enormously. I learned firsthand that looking healthy and being healthy can be two very different things.
I also learned something about myself that I still take seriously today: when I’m passionate about something, I can become very focused on it. Sometimes too focused. So balance, for me, isn’t something that just happens naturally. It is something I consciously protect.
I still love training. I still care about nutrition. I still enjoy challenging myself. But I no longer believe that more is automatically better.
Health should make your life bigger, not smaller.
Why I created Aesthetic Online
Over the years, I realised that I couldn’t really find one place that represented the way I looked at healthy and conscious living.
Fitness platforms often seemed very focused on performance, weight loss or appearance. Sustainable marketplaces could sometimes make conscious shopping feel like a checklist of everything you were doing wrong. Fashion, skincare, nutrition, movement and wellbeing were usually treated as completely separate interests.
But that’s not how I live. And I don’t think that’s how most women live either.
We can want to become stronger without wanting our entire lives to revolve around fitness. We can care about what we buy without researching every purchase for three hours. We can appreciate luxury and design while still wanting to consume less and choose better. We can eat well most of the time and still order dessert. We can be ambitious and disciplined and still need rest.
Aesthetic Online grew from wanting to bring all of those things together. A curated destination for women who care about movement, wellbeing, style, beauty, nutrition and living a little more consciously — without the expectation of doing any of it perfectly.
I don’t want to encourage women to buy more
This is something that is very important to me. Yes, Aesthetic Online is a marketplace. But I don’t want to create another webshop filled with thousands of products designed to make you feel as though you constantly need something new.
There is already enough of that.
I would rather introduce you to one product you genuinely love, use and keep than convince you that you need five things because they’re currently trending. That’s also why curation is such an important part of Aesthetic Online.
More choice isn’t always better. Sometimes more choice is simply more noise.
I want to make discovering brands feel calmer, more considered and more personal. When you genuinely need or want something, I want Aesthetic Online to help you discover a better option.
What conscious living means to me
I deliberately don’t describe my own lifestyle as perfect or completely sustainable. Because it isn’t.
I don’t make the most sustainable choice every single time. I still buy things I simply love. I enjoy fashion. I like beautiful products. I travel. I go out. I live my life. And I think it’s important to be honest about that.
For me, conscious living is much more about awareness than perfection. It’s asking yourself whether you actually need something. Choosing quality when you can. Taking care of what you already own. Learning more about where products come from. Supporting companies that are genuinely trying to do things better. And sometimes simply deciding not to buy something.
Before I buy something new, I often come back to three questions:
1. Will I actually use it?
2. Do I genuinely love it?
3. Would I still choose it without the trend?
I don’t always get it right. That’s exactly the point.
Conscious living shouldn’t become another impossible standard we create for ourselves. It’s about making better choices where they realistically fit into your life.
I love beautiful things — and I’m not ashamed of that
For a long time, sustainability and aesthetics were almost presented as opposites. I don’t believe they are.
I love fashion. I love skincare. I love beautiful interiors, great branding and products that have clearly been designed with care. And yes, I appreciate luxury too.
But my idea of luxury has changed. Luxury doesn’t have to mean constantly having more.
To me, it can be owning something beautifully made that you genuinely value. Something you use again and again. Something that still feels special years later.
Buying less doesn’t mean removing beauty from your life. If anything, becoming more selective can make you appreciate what you own even more.
That’s also why aesthetics matter on Aesthetic Online. A product can have a wonderful sustainability story, but if you don’t enjoy wearing or using it, there is a good chance it won’t create much lasting value in your life.
I want the brands and products on Aesthetic Online to combine purpose with quality, function and beautiful design.
My approach to health looks very different today
Movement is still a huge part of my life. I strength train, run and play tennis. I pay attention to nutrition and I genuinely enjoy taking care of my body.
But the mindset behind it is different now.
I don’t believe every workout needs to be intense. I don’t believe every meal needs to be optimised. And I definitely don’t believe rest needs to be earned.
Some weeks I train more. Other weeks life gets busy and I train less. I go out for dinner. I take rest days. My routine changes. That doesn’t mean I’ve failed at being healthy.
For me, a healthy lifestyle has to be able to move with real life. If your entire routine falls apart because you miss one workout, go on holiday or have dinner with friends, perhaps the routine is asking too much of you.
Consistency matters to me much more than perfection. And feeling well matters more than looking as though I’m doing everything right.
The brands I want to bring to Aesthetic Online
Because Aesthetic Online is so personal to me, I’m also selective about the brands I bring onto the platform. I don’t want to add brands simply because they look good on Instagram.
When I discover a potential brand, I want to understand what sits behind it. I generally come back to three questions:
1. Can this brand or product contribute to a healthier, more active or more conscious life?
2. Does it offer genuine quality and value?
3. Is there an honest and meaningful story behind it?
Of course, design matters too. That’s part of Aesthetic Online. But beautiful branding alone isn’t enough.
I want to know how something is made. Why certain materials or ingredients were chosen. What a company is doing differently. And whether the story they’re telling customers is supported by real action.
At the same time, I don’t expect perfection from brands either. Especially for smaller businesses, becoming more responsible can be a process. Packaging may still be improving. Materials may change. Production isn’t always perfect from day one.
I’d much rather work with a brand that is honest about where it is today and genuinely wants to improve than one that makes enormous sustainability claims it can’t support.
Perfection isn’t required. Honesty is.
I want Aesthetic Online to be more than a marketplace
Aesthetic Online may have started with the idea of bringing great brands together, but my ambition for it goes much further than shopping.
Through the editorial side of Aesthetic Online and The Aesthetic Club, I want to create a place women can return to for inspiration, information and connection.
I want to talk about movement and nutrition, but also confidence, balance, beauty, habits, conscious consumption and the realities of trying to take care of yourself while also having an actual life.
I don’t want women to visit Aesthetic Online and leave feeling like they need to become a completely different person. I want the opposite.
Maybe you discover a new form of movement you genuinely enjoy. Maybe an article makes you reconsider a habit. Maybe you learn the story behind a smaller brand. Maybe you decide not to buy something. Or maybe you simply feel inspired to do one small thing for yourself.
That is enough.
What I hope Aesthetic Online can become
I’m still building Aesthetic Online. And I think that’s important to say.
This isn’t the story of a huge established company looking back at how everything began. It’s something I’m creating now, step by step.
I’m learning as I go. I’m meeting incredible founders, discovering new brands, figuring out what works and constantly refining what I want Aesthetic Online to stand for.
But the reason behind it has become very clear to me.
I want to create the platform I would want to use myself. A place where health doesn’t mean restriction. Where being active doesn’t mean constantly chasing a different body. Where conscious living doesn’t require perfection. Where loving fashion, beauty and beautiful things isn’t something you need to apologise for.
And where taking care of yourself is ultimately about creating a life you actually enjoy living.
If Aesthetic Online can make women feel inspired to take better care of themselves and make more thoughtful choices — without making them feel inadequate in the process — then I’m building what I set out to create.
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