Kourtney Kardashian launches lifestyle site Poosh

By

Gabriella Lacombe

Published
Apr 3, 2019

In the latest business venture from the Kardashian clan, Kourtney Kardashian has ventured into lifestyle media with 'Poosh', a website dedicated to the healthy habits of a "modern" woman. 

Emphasizing the concepts of achievability and moderation, Poosh offers content on topics such as health and wellness, beauty, fitness, entertaining and parenting, in addition to a category dedicated to the eldest Kardashian sister's personal tips, recommendations, travels and musings.

Other members from the family are already making appearances on the site, and Poosh will reportedly feature guest posts written by fellow Kardashians in the future. 

For an added e-commerce component, the site also features a "shop" category where visitors will be able to browse the yet-to-launch Poosh Products shop. For the time being, the shop page now offers "Poosh picks" in the categories of beauty, fashion, home decor, kids and wellness, suggesting a variety of products from $22 Eve Lom muslin cloths to a $449 Dyson air purifier.

"I decided to launch Poosh because I felt that there was something missing in the healthy lifestyle space," Kardashian wrote in a statement on the site. "I get endless questions about food, kids, beauty, and fashion, so I decided to create Poosh, a curated experience and a destination for modern living."

The launch of Poosh - which gets its handle from the nickname of Kardashian's daughter, Penelope - marks a follow-up to her entrepreneurial work with Dash, the now-defunct boutique clothing and accessories chain founded by Kourtney, along with sisters Khloe and Kim.

Given her added role as an influencer, the aura of the Kardashian brand is set to give an underlying boost to the new lifestyle platform.