People are starting to wonder if Kourtney Kardashian is starting her own home decor/interior design company, due to her posts announcing "Poosh," which is so far just an Instagram account, a promo photo featuring a naked Kourt, and a website. Poosh is the nickname of her second oldest child, Penelope, so some have been guessing that it may possibly even be a children's brand.
But, a source confirmed to E! News that Poosh is a lifestyle site—and we're betting it has something to do with the home. Kourtney has notoriously been obsessed with interiors, and takes her design very seriously as we've seen on various episodes of Keeping Up With The Kardashians. She's also recently been sharing snapshots of home decor pieces, like chairs and the marble bed frame below.
Breaking down the Poosh promo photo—which is a different set of photos than the one Kourt posted to her personal account—we have to look closely at what's around her. The one thing that appears the most is the tea set, which is what hints at a home decor line—and it actually has a super cute print. What also appears are towels, flowers, and—a whoopie cushion? The unedited version that the mom of three posted includes more items in the background that appear to be beauty products and oils.
After scouring through all nine photos' comments on the Poosh account, I've come to this conclusion—it definitely has something to do with either interior design...or organic beauty products. Which may push it closer to the catchall term of being a "lifestyle" brand. A lot of comments on social media are comparing this brand to Goop, Gwyneth Paltrow's lifestyle brand, which is both a media site and an ecommerce platform that sells its beauty products, clothing, accessories, vitamins, and kitchenware, just to name a few categories.
The new Kardashian brand has been using the hashtag #pooshtheboundaries and also includes copy on their promo photo saying, "This isn't a monologue, it's a dialogue"—which, to me, hints that this brand would be part media site/content machine...making it even more in line with a Goop-type concept.
The Kardashian sisters shut down their apps in December, so this could definitely be a reboot of the oldest K-sis—her website even says keep a look out for what's coming in 2019. Insta user ivamrasic commented on one of the Poosh photos, saying, "So weird because I don't even know what it is yet, but I still want to buy it." And that, right there, is the power of the Kardashians.
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