Could Kourtney Kardashian be the next Gwyneth Paltrow?
The reality star, 39, launched her beauty and lifestyle website Poosh on Tuesday morning. Named after a nickname for her daughter Penelope, 6, the site is intended “to educate, motivate, create and curate a modern lifestyle, achievable by all.”
“I decided to launch Poosh because I felt that there was something missing in the healthy lifestyle space,” Kardashian writes in the “About” section of the site. “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.”
The star elaborated on her mission during an interview with Women’s Wear Daily: “The modern woman, in my opinion, is somebody who cares about the planet, cares about what we’re putting in our bodies from the inside out, and just doing our best without feeling judged for not being perfect.”
Poosh launched with a handful of articles featuring tips on “how to look good naked,” Kardashian’s “signature salad” recipe — featuring hardboiled eggs, avocado and tomatoes, but no lettuce — and advice from Kris Jenner on “how to be a boss.”
The website also, naturally, includes a shopping section where fans can purchase tons of Kardashian-approved items, like the mascara she uses every day ($32), Alexander Wang shorts ($175) and her favorite furniture and home decor items, like a console from CB2 ($1,399).
Some — though not all — of Poosh’s stories are written in Kardashian’s own voice. According to WWD, the site’s editorial team consists of chief operating officer Sarah Howard, Kardashian’s high school friend and founder of the blog Beauty Banter, and managing editor Michelle Scanga, formerly of Who What Wear.
In that same WWD story, Howard threw what could be considered a dig at Paltrow’s Goop, whose similarly branded site and product lineup have proved both successful and controversial. “We want to show that this modern way of life that Kourtney has etched out is achievable by all,” she explained. “You don’t have to be a celebrity, it doesn’t have to be so elitist.”
Much of the new site’s focus is on wellness, health and supplements; the star is famously obsessed with clean beauty, and even lobbied Congress on Capitol Hill for cosmetics reform last year.
And it appears that just like Goop (not to mention Kardashian’s siblings Kim, Khloé and Kylie), Poosh will eventually sell its own branded products; the site’s “Shop” section already has a page prepped with a “coming soon” graphic.
The question is: Can Kourtney “keep up” with her sisters?
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