Kourtney, the eldest of the Kardashian-Jenner siblings, might not constantly make headlines like her younger sisters Kim, Khloe, and Kylie (oh, and Kendall)–but you’re about to see and hear more from her with her latest lifestyle, beauty, and wellness site, Poosh.
After teasing her followers with a naked photo back in March (and unveiling a “new” Instagram account that originally belonged to the now-defunct store Dash, according to Fashionista) Poosh finally went live today. In Kourtney’s words, she decided to launch Poosh because she “felt 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.” She said this despite that our collective obsession with everything we put in/on our bodies is the foundation of several multibillion-dollar industries and at least a few other websites (one in particular).
Poosh is the “modern guide to living your best life” and its mission is to “educate, motivate, create, and curate a modern lifestyle, achievable by all,” according to the site’s About Me page.
So far the content on offer is…predictable. You can get “An Instant Butt Lift with Coach Joe” (it only takes five minutes!), you can find healthy snacks and non-toxic toy recommendations for your kids, and of course, all the clean beauty and wellness products that Kourtney uses on a daily. And what would any Kardashian sister endeavor be if it didn’t not-at-all-subtly plug momager, Kris Jenner? “They say the devil works hard, but we all know Kris Jenner works harder,” Kourtney (supposedly) writes in an interview with the person who gave birth to her. Oh, and Kourtney also blesses us with the gift we never knew we didn’t need–Kris Jenner’s gluten-free brownie recipe.
People on social media have pointed out that Kourtney’s latest business venture feels a lot like Gwyneth Paltrow’s modern lifestyle site, Goop. Could KMK (aka Kourtney Mary Kardashian) have taken a few pointers from GP?
Why does kourtney k’s “lifestyle” brand Poosh sound exactly like Goop by Gwyneth Paltrow? #icantafforditanyway
— Chloe Hough (@chloOo0e) March 29, 2019
Ok so poosh is like the goop for the Kardashian generation? Honestly if anyone’s gonna tell me to drink tumeric tea I want it to be Kourtney
— Keira Gilleechi (@gilleechi) April 2, 2019
unpopular opinion: poosh is a kardashian-drenched knock off of @goop
— samantha starr (@smnthstrr) April 2, 2019
If you guessed that Poosh was Kardashian Goop, congratulations! https://t.co/cKocmvrXkj
— Alyssa Vingan Klein (@alyssavingan) April 2, 2019
And if you’re a long-time Kardashian scholar, Poosh may also feel like a risen-from-the-dead version of Kourtney’s former website and paid mobile app. Launched in 2015, the Kardashian-Jenner sisters’ apps, which charged users $2.99 for exclusive content, were shut down late last year. According to People, their decision to abandon the apps also came “a few months after Kim, Kourtney, and Khloé said goodbye to all of their DASH stores after 12 years.”
The biggest difference between Kourtney’s old site and Poosh? Poosh is completely free. So go ahead and load up on gluten-free recipes, organic skin-care recs, and probing Kardashian Kontent.
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