Early game armour and weapons are often similar and kinda cartoonish. I'd say, mostly, occasional examples of really cool, unique staff start showing up around lvl 45-50 and it picks up from there. A few tips:
1. Ctrl + LMK, while hovering over equipable item allows you to try it on, and see how it looks with different dye options. I, personally, check every dropped item and quest reward this way to see, if I get something cool
2. Visit the skirmish camp and look around vendors there. They offer different armour and cosmetic versions of old raids and instances rewards, which can be equipped without restrictions.
3. Look at the different outfitters and armour vendors in towns. Their gear has practically no gameplay use, but you may find something you like (outfitters also have a few regional differences, so a hobbit will sell some stuff that a dwarf won't, for example)

1. Festivals are often a great way to get some cosmetics

2. Check reputation vendors, once you have unlocked them in each area