What is Poosh? Kourtney Kardashian’s lifestyle brand Poosh could give Goop a run for its money

Watch out Gwyneth
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Megan C. Hills3 April 2019

Kourtney Kardashian has broken the Internet in typical Kardashian fashion with the recent launch of Poosh, her lifestyle website set to give Gwyneth Paltrow’s Goop a run for its money. Described by Kourtney as “the modern guide to living your best life” and a “a destination for modern living”, the Kardashian revealed that she had created it to help fill the void in the healthy lifestyle space.

The site’s About page elaborates, “At Poosh, we believe that life isn’t black or white, it’s not this extreme or that extreme, so why should a healthy lifestyle be so rigid? The 'all or nothing' approach is antiquated. The very essence of healthy living is moderation. Healthy living is a mindset, and Poosh explores how the modern woman is able to achieve just this.”

Since its launch earlier this month, the site has published a number of articles relating to a few key categories: Health & Wellness, Home & Entertaining, Life & Style and their KMK section which delves into the lives of the the Kardashian family behind the scenes. From a piece called How to Look Good Naked to a breakdown of her daughter Penelope Disick’s unicorn-themed birthday with North West, there’s a big focus on gorgeous imagery and the occasional vlog.

Most of the articles come with a gallery of shoppable products tracked through RewardStyle - an affiliate programme which grants users a cut of revenue if somebody purchases a product through a referral link, which explains for now how Poosh is making money.

The reception to Poosh's unveiling has mixed, with some followers saying that they were disappointed as they were expecting it to be a skincare or home decor brand. Others also questioned the absence of body positivity on the site, naming articles including How to Get Fuller Lips and How To Flatten Your Tummy.

Kourtney teased her site Poosh using a signature Kardashian marketing ploy, by posting a photo of herself in the nude on Instagram. Initially, it wasn’t immediately clear what Poosh would be and some speculated she would be releasing a line of lifestyle products based on the items in the image which appear to include a jar of bath salts and an array of amber-coloured bottles. There was one major giveaway in the reflection of Kourtney’s laptop in the mirror: a potential sneak peek of what the site would actually look like.

It obviously didn't take long before others on the internet took the announcement and ran with it, with Australian comedian Celeste Barber releasing her own version of Kourtney's announcement. Combined with a shady dig at Kourtney's "talent", Celeste recreated the photograph with a bottle of wine instead of a luxe teacup.

It didn't take long for Kourtney to clap back after Celeste's post went viral and the Kardashian wrote, "When you've got so much talent, might as well share it."

At the moment, if you head to Poosh’s website it takes you to a landing page where you can sign up for the brand’s mailing list, though there’s no word at present on exactly when the brand will launch.

Given that Kourtney has a strong track record of defending and promoting clean beauty, some have speculated that her new endeavour will follow suit.

What is Poosh?

While Kourtney and the rest of the Kardashians kept pretty quiet about what exactly Poosh was initially, the site’s latest unveiling have revealed that it’s a luxury lifestyle platform covering health, beauty, fashion and more. The site has a particular focus on healthy living without “preaching or judging”, saying that it aims to provide “a little bit of everything without being lectured or preached to”.

Kourtney said, “I decided to launch Poosh because I felt that there was something missing in the healthy lifestyle space. Healthy living gets a bad rap; it’s as though if you care about what you put in — or on — your body, then you’re not sexy or cool. But this just isn’t true, and Poosh is here to prove just that.”

Poosh’s Instagram account is also currently active and has already racked up over 2.5 million followers, championing the hashtag #pooshtheboundaries.

The brand follows Kourtney’s role as an activist for clean beauty, as the star has campaigned for better regulation of potentially harmful ingredients in the cosmetics industry in the past.

Last year, she worked closely with an activist organisation called Environmental Working Group and actually went to congress as part of its #BeautyMadeBetter campaign.

Kardashian rallied for congress to change current American law on cosmetics safety, which has not been updated in 80 years despite massive advances in the beauty industry.

The petition demanded legislation that would allow the FDA to review five chemical ingredients used in beauty products per year and additionally grant them the ability to recall beauty products in the interest of public safety.

Kourtney said in a video of her appearance at Capitol Hill, “It’s time for Congress to do its job... Everybody should have the right to healthy products and personal care.”

The Poosh Instagram collage also hinted at an element of interactivity, as it included words that read, “This isn’t a monologue / It’s a dialogue”.

Poosh follows in the footsteps of Kourtney’s sisters’ lifestyle brands, which include Kim Kardashian’s KKW Beauty empire as well as Kylie Jenner’s mammoth Kylie Cosmetics company - which led Forbes to name Jenner “the youngest self-made billionaire”.

What does Poosh mean?

Although Poosh seems like an unusual name for the brand, it’s actually a reference to the nickname of Kourtney Kardashian's daughter Penelope Disick.

Penelope is her six year old daughter who she had with her ex-partner Scott Disick, as well as her two sons 9 year old Mason Disick and 4 year old Reign Disick.

The pair met and began dating in 2006, after which they embarked on a tumultuous on-off relationship before calling it quits in a Keeping Up with the Kardashians episode in 2017, when Kourtney “told him it’s never going to happen for them again romantically”.

Currently, Kourtney is rumoured to be dating Blink 182 musician Travis Barker. The pair, who live in the same glitzy Calabasas neighbourhood, have been previously photographed out at dinner together and carpooling in her Land Rover.

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