Kourtney Kardashian's Mystery "Poosh" Project Is Finally Here, and It's SO Kourtney

Courtesy of Poosh
Courtesy of Poosh

It's been nearly a month since Kourtney Kardashian caught our attention with a seductive naked photo and an equally enticing Instagram account, teasing the launch of a mystery project named "Poosh." The account — which quickly racked up over 2 million followers — was filled with sayings like "Educate, Motivate, Create, Curate," and "Practice What You Poosh," so, of course, we were intrigued. Four weeks later, Poosh has finally been unveiled, and it's being hailed as "a lifestyle website and e-commerce destination for modern living," according to a press release.

So, What the Heck Is Poosh?

As a 39-year-old mom of three, Kourtney has prided herself on her healthy lifestyle and parenting choices. From a vegan diet to non-toxic beauty products, Kourtney's website will touch on the middle ground and avoid the "all or nothing" attitudes and ideas that often come with the concept of a healthy lifestyle. "People are constantly asking me how I do it all, from being a single mom to working full-time to still maintaining a social life," Kourtney explained. "I get endless questions about food, kids, beauty, and fashion, so I decided to create Poosh, a curated experience and destination for modern living."

Why Is It Named Poosh?

Kourtney's 6-year-old daughter Penelope's nickname is Poosh, and she's also the platform's "greatest inspiration." With parenting content and toy recommendations, Kourtney plays on her daughter's nickname to define this new brand. "As the epitome of the Poosh girl, she plays by her own rules, colors outside the lines, and celebrates life with an infectious confidence and ease."

What Can It Do For Me?

In addition to offering content about healthy lifestyles, Poosh promises to "transform the lofty concept of 'living your best life' into an achievable reality." By providing practical tips and shoppable stories based on Kourtney's picks, Poosh will do it all surrounding "health and wellness, life and style, interior design, beauty, motherhood, and more." With the launch of Poosh, we're already enjoying content about Kourtney's favorite clean beauty products, an interview with Kris Jenner about what it takes to be a boss, and cool (affordable) coffee table books.

Courtesy of Poosh