Love them or hate them, when the Kardashians put their hands on anything it turns to gold. Earlier this year, Forbes voted the youngest of the clan, Kylie Jenner, the world's youngest billionaire thanks to her beauty empire, Kylie Cosmetics.
Following Kylie's success, sisters Khloe and Kim have gone on to launch beauty brands that target Kardashian-obsessed fans with make-up and beauty tools that super serve millennials. Now, the latest sister making her mark in the world of beauty and lifestyle is Kourtney.
Almost anti-Kardashian, for years she's fought against the uber-glam expectations with her gluten-free, anti-deodorant ways (she even ate her child's placenta for health benefits). So, it's no surprise to us that she's just announced the launch of a new holistic website www.poosh.com (a playful take on posh, its named after her daughter's nickname) dedicated to beauty, wellbeing, home, entertaining and styling - as well as personal insights into her everyday life as a mum and entrepreneur.
Talking in an interview with Vogue.com, Kardashian explained, "I want my website to be a place of discovery. Poosh will feature interviews with experts, product recommendations and recipes." Kardashian's main goal is to create content that mothers who are rushed off their feet (but still want to look good) can relate to.
She continues, “I try to use all natural beauty products, but not everything in my kit is 100 percent organic. And that’s exactly what I plan to explore on Poosh.com: “It’s all about living your best life and embracing the fact that it’s not perfect but there are ways you can improve your lifestyle and beauty footprint. I’m only human.”
Sound familiar? We smell an homage to Goop, launched by the Queen of wellbeing, Gwyneth Paltrow. But, this is the latest thing after all. Even our own Victoria Beckham announced that she's launching Victoria Beckham Beauty later this year, which will include wellness in its stable. Looks like Generation X, a previously under served market, finally have a growing presence online.
Do we need POOSH.com in our life? We've selected our pick of the site below.