One of the most influential families in the beauty and fashion industries is the daring and creative Kardashian Family. Through this brand, the Kardashian-Jenner clan continues to take over the beauty industry. As with all savvy entrepreneurs, they seem to have an eye for spotting or creating a gap with the beauty, fashion and business industry.
POOSH – changing perceptions of healthy living
The latest business innovation comes from Kourtney Kardashian who unveiled her digital lifestyle platform for beauty and wellness, POOSH. It offers an air of digital savviness which aims to be a beauty aficionado’s go-to-website to obtain education, inspiration and motivation within this sector. However, a subscription to this platform is required.
POOSH is named after Kourtney’s daughter Penelope and focuses on interior design, wellness, health, motherhood and professionally run make-up courses. The news of POOSH broke early in March 2019 with momager, Kris Jenner present. The reality star used Instagram to reveal her own brand, where she posted links to the new site while it is still under construction and shared that the platform will incorporate its own app.
It follows in the footsteps of several Kardashian-backed industries. Kim Kardashian has her own brand, KKW beauty, which offers fragrances and colour cosmetics. Half-sister Kylie Jenner has her own make-up line which she launched in 2015, Kylie Cosmetics. Khloe Kardashian has a strong foothold in the fashion industry called Good American with its offering of activewear and denim. Kylie and Kendall Jenner also jointly run Kendall + Kylie a contemporary fashion label.
The lifestyle platform offers a potentially lucrative opportunity for various audiences and industries in the clean beauty industry. Kourtney has been an advocate for healthy living and intends for POOSH to be a clean beauty advocate. She starts off by endorsing EWG’s Skin Deep range. Followers will have access to hair and beauty secrets, articles about exercise, mineral sunscreen, belly-flattening foods and organic wines. Organic cosmetic and beauty product manufacturers and brands welcome and praise Kourtney’s efforts through their support for POOSH.