Kourtney Kardashian’s Brand ‘Poosh’ Launches Today But What Exactly Is It?

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Kourtney Kardashian’s Brand ‘Poosh’ Launches Today But What Exactly Is It?
Instagram/kourtneykardash

The oldest of the Kardash clan seems to be spreading her wings and setting her sights onto new ventures without her famous sisters. What do we mean, you ask? One word: Poosh.

Yes, Poosh. It’s Kourt’s newest baby and she’s been teasing it for a while now. The first mention of Poosh was made by Kourt’s ex and father to her three children, Scott Disick. It originally started off as his endearing nickname for their six-year old middle child, Penelope Disick.

Now, Kourtney has taken that nickname and made it into her own brand. She first introduced it to us on her Instagram by posting a picture of herself sitting on a bathroom countertop, drinking tea and holding a laptop next to a shelf of beauty products and linens. She captioned the post, "C O M I N G. S O O N. @poosh". This is the account that Poosh has been linked to: 

Poosh the boundaries seems to be the tagline to this rather mysterious new brand that Kourt's created. We're all ears to find out what exactly it's all about and it seems like today is the day all will be revealed. On the official account, it instructs followers to save today's date. We wonder what's about to go down today...curiouser and curiouser. 

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04.02.19 #pooshtheboundaries

A post shared by Poosh (@poosh) on

If we're basing this new brand off of Kourtney's previous works, then we know it's a lifestyle brand and we should be expecting all sorts of organic, cruelty-free and gluten-free products. The eldest Kardash sister has long been an advocate for clean beauty and clean eating, so we can't wait to see what she plans to bring to the table. 

It looks like Kourtney has finally taken her younger sister's advice and done something on her own. As Kim, so animatedly pointed out in this Keeping Up With The Kardashians clip, she's got her KKW Beauty make-up line, Khloe's got Good American and Kourtney really didn't have her own thing...

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Kim and Khloe talking abo

A post shared by Kardashian Clips (@kardashianclips) on

Not until Poosh ofc. Now, everything's changed for Kourtney K. You may be wondering why Poosh. Well, if you're familiar with Gwyneth Palthrow's digital platform, GOOP, you'll know that she chose that particular title because her research showed that all successful internet companies had double Os in their titles.

Could Kourt potentially be adopting the same approach? It's also an added benefit for her that the name Poosh holds significant sentimental value, courtesy of Penelope. 

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Name: Penelope, Nickname: Poosh

A post shared by Kourtney Kardashian (@kourtneykardash) on

Well, whatever Poosh turns out to be, we sure are intrigued. Stay tuned for more Poosh-related updates. 

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