Reality star Kourtney Kardashian has revealed she’s launching a new brand, Poosh, teasing the news on Instagram.
Alongside an image of Kardashian posing nude in a bathroom, holding a laptop in one hand and a teacup in the other, the 39-year-old tagged @poosh, with the caption “coming soon”.
While the Poosh account reveals little more – and neither does the holding page of the website poosh.com – it appears to be an ambitious business venture.
Page Six reports that there are two trademarks listed for Poosh on the United States Patent and Trademark Office’s website, both of which were filed in January 2019. It states that the business is “a website featuring non-downloadable publications in the nature of articles and blog posts in the fields of entertainment, exercise, fitness, health, wellness, fashion, interior decoration, nutrition, travel, parenting and leisure”.
The other says that the brand will feature “online retail store services featuring a wide variety of consumer goods and services of others”. Yes, we’re getting Goop vibes too.
Like Gwyneth Paltrow, Kardashian is outspoken about her love of ‘clean beauty’. The star last year lobbied for better regulation of potentially harmful ingredients in the cosmetics industry, and has played brand ambassador to Manuka Doctor, skincare products containing Manuka honey and bee venom.
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I was in Washington DC advocating for better cosmetics laws with @EnvironmentalWorkingGroup. Right now, we can’t even buy the personal care products our families need without worrying about them containing harmful chemicals. You shouldn’t have to do all of the research when it comes to making sure your family’s products are free of toxic ingredients. It’s time to tell Congress to do its job, and pass new cosmetics legislation. Want your voice to be heard? Join us in our mission. #BeautyMadeBetter
Natural beauty tendencies and double-Os aside, it’s thought that the brand name Poosh refers to a nickname for her six-year-old daughter, Penelope Disick.
This, alongside the nature of parenting posts, could even hint that the venture might centre around information and products suitable for children, and families (such as Jessica Alba’s The Honest Company, which intends to provide ‘non-toxic’ household, lifestyle and beauty solutions).
However, even though it’s the Kardashians’ proven way of ‘breaking the internet’, would the star have chosen to pose nude to tease a family-focused venture? Well, stranger things have happened.