I think he was quite a beautiful and most of all charming character before his corruption if I remember correctly.
Sauron can shape-shift so in the second age he shows himself as a fair and beautiful man, but he's also portrayed as a werewolf and vampire in the books at different times!
-All the rings were made for elves except for the One. The 3 the elves ended up with were made in secret which is why they escaped Sauron.
With the elves warned (when Sauron out on the One), the other rings went to dwarves and men instead.
-Sauron lost the ability to shape-shift and appear fair with the drowning of Numenor, where he was.