Venus Love Astrology Venus is the aspect of the Goddess that is the Lover. She is playful, social and fond of attention. Venus, or the Maiden, is not so much aware of the consequences of her actions as she is as in the experience itself. It is the purpose of Venus to gather things up and hold things close. She is led by her desires and she wants it all! This can lead to compulsive pleasure-seeking, whether it be in the realm of sensuality, food, money. Venuse influences a woman's concern for beauty, harmony and social acceptance, her pleasure of shopping ... The dark side of Venus is hate and ugliness.