This week, Kourtney Kardashian finally launched her highly anticipated new brand, Poosh.
Named after a nickname of Kardashian’s daughter Penelope, Poosh is a beauty and wellness blog where Kardashian shares her favourite products, lifestyle tips, gluten-free recipes, and skincare advice.
Speaking to US Vogue, Kardashian said Poosh was “curating a lifestyle that’s very much the lifestyle that I lead."
Though the site’s about page claims this lifestyle is attainable by all, Poosh has been faced with backlash since launch, with critics saying the site feels like a watered-down version of Gwyneth Paltrow’s Goop. Critics have also said the site attempts to mask unrealistic, and sometimes unhealthy, lifestyle advice as “attainable” but it comes across as tone-deaf.
“[Poosh] reads, at first glance, like an even less self-aware Goop,” said The Huffington Post associate style editor, Jamie Feldman. Adding that “it’s the site’s health section that raises genuine concerns.”
Some are quick to point out that while this strategy may work for Paltrow, the Kardashian fanbase is much younger. “Kardashian has a fan base filled with young, impressionable people who hang on every problematic word she and her family share on social media,” said Feldman. “That kind of influence can be dangerous when it’s not used wisely.”
Poosh has already amassed 2.6 million followers on Instagram, after replacing the Kardashians’ former account for clothing store, Dash.