Kourtney Kardashian’s Long-Awaited Secret Project, ‘Poosh’, Is Finally Here

Kourtney's coming for that lifestyle crown

Kourtney Kardashian is following in the footsteps of her sisters, announcing a brand new business venture. The Keeping Up With The Kardashians star took to her Instagram to tease the launch of the upcoming project, titled ‘Poosh’. As fans suspected – the eldest Kardashian sister launched her own lifestyle brand. 

Kourtney posted a picture of herself naked in a bathroom while drinking a cup of tea surrounded by shelves of beauty products. The brand name is a nickname Kardashian’s former partner Scott Disick uses to refer to their six-year-old daughter Penelope Disick.

Poosh, which launched on Tuesday morning, looks to be Kourtney’s own version of Gwyneth Paltrow’s Goop, complete with articles touching on everything from health and wellness to entertaining in the home. The site also has personal blog posts from Kourtney herself, where she writes about her travels and her experiences with motherhood.

There’s also an interview with the Kardashian-Jenner momager herself, Kris Jenner, in which Kourtney acknowledges what we’ve always known to be true: “The devil works hard, but we all know Kris Jenner works harder.”

“I decided to launch Poosh because I felt that there was something missing in the healthy lifestyle space,” Kourtney wrote in a note on the site’s About page. “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.”

But it’s not just another intimate look into the Kardashian-Jenner world — Poosh will also have its own line of products, though those have yet to launch.

Recently, Kourtney has been focused on advocacy of increasing FDA regulations in the beauty industry. Last year Kardashian teamed with the Environmental Working Group on a trip to Washington, D.C., to meet with staffers from the Senate Committee on Health, Education, Labor and Pensions to discuss the Personal Care Products Safety Act, which would update 80-year-old FDA regulations in the beauty industry.

Kardashian has been a vocal advocate for clean beauty since giving birth to her first child Mason and has long advocated for beauty brands to be more transparent with their ingredients. 

With 2.2 million followers already under its belt before the site even launches, Goop better watch out because Poosh is coming for that lifestyle crown.

WATCH: Kim Kardashian’s Very Racy Nude Photoshoot. 

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