Lushusa.com is an ecommerce website for soaps and cosmetics. The dark, urban feel of the site is unconventional for products that the company describes as fresh such as soaps, creams and other body cosmetics. The bold text and high contrast of the site works in this case because the company boasts their veganism, handmade products and their fight against animal testing. The demographic that usually reaches is younger, trend followers so the design is captivating.