After a month of Instagram teaser posts, Poosh has made its official debut.
Today, Kourtney Kardashian marked her latest foray into editorial with the launch of Poosh, a lifestyle website and online destination curated to living ‘your best life.’
The website is inspired by and named after her daughter Penelope (nicknamed Poosh). A statement on the site’s About page reads:
“Our mission is to EDUCATE, MOTIVATE, CREATE, and CURATE a modern lifestyle, achievable by all,”
Think: Gwyneth Paltrow’s Goop, but with a Calabasas flair.
Poosh is complete with articles which span a variety of topics — including health, wellness, fashion, beauty, entertaining, interior decor and kids — and will feature content written by yours truly, Kardashian herself, Poosh’s editorial team and a group of guest writers, which will include Kardashian’s family members.
“I decided to launch Poosh because I felt that there was something missing in the healthy lifestyle space,” Kourtney wrote in a note on the site’s About page. “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 is pushing Kourtney back into the digital space and picking up where her app left off after it was discontinued last year. But this isn’t just like any other Kardashian lifestyle app or blog — Poosh will soon launch its very own line of products to shop from.
The arrival of Poosh comes as beauty and wellness are becoming increasingly intertwined. It’s not uncommon for celebrities to enter into the space. Kardashian herself is no stranger to the online world — 75.6 million Instagram followers, her former app. She has also dabbled in beauty serving as a global ambassador for Manuka Doctor as well as an advocate for stricter beauty standards.
Last year, Kardashian began working with the Environmental Working Group and went to Washington, D.C., to help the organization brief staffers of the Senate Committee on Health, Education, Labor and Pensions on the Personal Care Products Safety Act.
From non-toxic beauty alternatives to tips for multitasking moms, healthy recipes to home decor ideas for every budget, and all things Kourtney-approved — think of Poosh, as Kourtney wrote, “a really good friend…but way less judgy.”
To take a peek for yourself, check out Poosh here.