In early March, Poosh first arrived to us in the form of an Instagram post of a naked Kourtney Kardashian perched on a bathroom sink with a cup and a laptop, à la Carrie Bradshaw. The caption read, "C O M I N G. S O O N. @poosh" At the time, Poosh's Instagram page (formerly the now-defunct Dash store's account, RIP) itself gave little insight into the mysterious project, other than to say that Poosh "isn't a monologue. It's a dialogue."
On Tuesday, however, we've finally learned that Poosh is set to be Kardashian's lifestyle and e-commerce website, which will curate content on non-toxic beauty alternatives, advice for busy moms, healthy recipes, affordable home decor ideas, workout hacks, style tips and more in the form of interviews, tutorials and lessons from experts. Goop whomst?!
According to a press release, Poosh comes from Kardashian's nickname for her six-year-old daughter, Penelope Disick, who serves as the site's "greatest inspiration." "As the epitome of the Poosh girl, [Penelope] plays by her own rules, colors outside the lines and celebrates life with an infectious confidence and ease," it reads.
Kardashian was inspired to create Poosh after getting a flood of questions on how she manages both motherhood and her star status. "People are constantly asking me how I do it all, from being a single mom to working full-time to still maintaining a social life," she says in an official statement. "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 oldest Kardashian's media launch is the latest business venture from Kris Jenner's (very successful and lucrative) family empire. The 39-year-old's dabbling in managing Dash and interior design had become regular entertainment fodder throughout the 16-seasons-long series of "Keeping Up With the Kardashians," so it's no surprise that Poosh takes the Goop-rivaling route of achieving a more efficient, health-minded lifestyle.
To take your own peek, check out Poosh here.