Kourtney Kardashian Explains Poosh, and Her Personal Approach to Clean Beauty
After piquing curiosity with a naked photo and new Instagram account, today Kourtney Kardashian is officially unveiling her beauty and wellness website, Poosh. It’s named for her daughter Penelope, now 6, and dedicated to sharing Kardashian’s breadth of knowledge on living a well-balanced life. “It’s a place of discovery,” she explains of the site. With product recommendations, recipes, and interviews with wellness experts, Poosh will be "curating a lifestyle that's very much the lifestyle that I lead," Kardashian adds.
The venture is the culmination of everything Kardashian has learned over her years in the spotlight, fostering a successful career on television while raising young children. “It’s important to use my voice to share everything I’ve learned,” she says. That voice—one that reaches over 75 million people on Instagram—has been influential in advocating for clean beauty in America; a pursuit that began for Kardashian after she gave birth to her first son, Mason, and noticed harmful ingredients in the products she used daily. Last year, she traveled to Washington, DC to advocate for cosmetics reforms on Capitol Hill. “I would think that by this point, we wouldn’t have to do the work ourselves on the Skin Deep App,” she notes, referencing Environmental Working Group’s popular tool that rates the toxicity of personal care products. “We shouldn’t have to figure out what’s safe to buy and what’s not.”
On a recent 70-degree Calabasas day, barefoot and dressed in a silk robe in her home “glam room"—or palatial sun-soaked walk-in closet—Kardashian is prepping for a packed day of filming Keeping Up with The Kardashians, which premiered it’s 16th season this week on E! “I always multitask,” the busy mom confesses while a team of talented makeup and hair stylists surround her black director’s chair as she taps away on her iPhone. “We are always rushing and always late.” To stay on top of her chaotic schedule, Kardashian prioritizes one task at a time, careful to give her undivided attention to whatever is at the top of the list.
“My fitness routine kinda went out the door [when I first had kids,]” she jokes in between sips of her daily avocado smoothie (head to Poosh.com for the recipe). “The mom guilt was so real.” With her children now in school during the day, Kardashian works out six times a week using jump rope and weights with trainers Amanda Lee and Coach Joe. And while on any given episode of Keeping Up, she can be seen in the kitchen snacking on dairy-free, gluten-free snacks, Kardashian has recently adopted a more flexible eating plan. “I eat dairy and gluten in moderation,” she says, “I try to do my best but I don’t stick to it religiously.” Supplements, however, are extremely important to her: Kardashian incorporates collagen, olive leaf, MCT oil and Chlorophyll into her diet and also sees a holistic doctor every two weeks. “We check my [blood] levels once I am finished with a new vitamin pack,” she says of her California-based doc of four years, “and tweak what’s necessary.”
As for her makeup and skincare routine, Kardashian takes an honest approach. “I try to use all natural beauty products,” she explains, but not everything in her kit is 100 percent organic. And that’s exactly what she plans to explore on Poosh: “It’s all about living your best life and embracing the fact that it’s not perfect.” It’s that balance that Kardashian strives for, whether she's carving out time for herself every morning or knowing when her body needs a day off from exercise. “I’m only human.”
While her new business is content focused to start, Kardashian is open to expansion. Will she create her own products, following in the footsteps of her beauty boss sisters? “I can’t say!” she teases—guess we’ll have to tune in next season to find out.
Kourtney Kardashian’s Guide to Natural-ish Masking and Makeup:
