On Monday, Kourtney Kardashian sent the internet into a tailspin when she uploaded an Instagram post teasing the launch of her new business venture, Poosh.
The post, which shows the eldest Kardashian perched naked on her bathroom countertop with a laptop in one hand and a teacup in the other, gives little information about what the brand actually is. The caption reads, “C O M I N G. S O O N. @poosh” and a click through to the website offers nothing more than a signup to their email list.
With limited information at hand, the internet is inevitably blowing up with theories on what the brand could be.
Some are guessing it could be a furniture brand, given Kourtney’s passion for interior design. Others are speculating it might a wellness brand focused on Kourtney’s love of all things non-toxic, all-natural and non-GMO.
So what is this elusive new Kardashian brand? Here’s everything we know about Kourtney Kardashian’s Poosh.
The namesake
As Keeping Up With The Kardashian fans would know, Poosh is actually the family’s nickname for her 6-year-old daughter, Penelope Disick. This has led some to believe the brand may have a large focus on parenting and being a mother.
The Instagram
The brand’s Instagram @poosh already had over 2.2 million followers at the time of Kourtney’s post, which had some people confused. But a quick look at the tagged photos reveals the account was recycled from the old Dash account - the sisters’ line of boutiques that closed in 2018. The Poosh account has since amassed another 100K followers since Monday.
The following
The Poosh Instagram account only follows 6 people - Kourtney herself, Emily Ratajkowski, Kylie Cosmetics, KKW Beauty, Rosie Huntington-Whiteley’s beauty brand, Rose Inc., and lifestyle influencer @italianlovestory. Could this indicate a beauty line?
The account also follows one hashtag, #pooshtheboundaries, which has been used across all the promo shots.
The photos
Speaking of promo shots, two side-by-side photos posted to the brand’s Instagram feature the phrases “This isn’t a monologue” and “It’s a dialogue.” Some believe this could be in reference to Kourtney’s recent work on Capitol Hill with cosmetics reform and may hint at a clean, all-natural lifestyle brand.
The trademark
According to Page Six, there are two trademarks listed for the brand on the United States Patent and Trademark Office’s website. The first indicates that Poosh is a website and will feature articles and blog posts [in the fields of entertainment, exercise, fitness, health, wellness, fashion, interior decoration, nutrition, travel, parenting and leisure.] The second trademark suggests that Poosh will also provide retail services for various brands.
Could Poosh be the new Goop? TBC.
