KARDASHIAN EFFECT

In true Kardashian fashion, Kourtney Kardashian broke the Internet with the launch of her health and lifestyle site. Here, she explains Poosh, and her personal approach to clean beauty.

After piquing curiosity with a naked photo and new Instagram account in March, Kourtney Kardashian had officially unveiling her beauty and wellness website, Poosh (poosh.com). It’s named for her daughter Penelope, now seven, and dedicated to sharing Kourtney’s breadth of knowledge on living a well-balanced life. “It’s a place of discovery,” she explains of the site. With recipes, interviews with wellness experts and product recommendations, “Poosh will curate a lifestyle that’s very much the lifestyle that I lead,” Kourtney adds.

The venture is the culmination of everything Kourtney has learnt over her years in the spotlight, fostering a successful career on TV while raising young children. “It’s important to use my voice to share everything I’ve learnt,” she says. That voice – one that reaches over 78.7 million people on Instagram – has been influential in advocating for clean beauty; a pursuit that began for her after she gave birth to her first son, Mason, and noticed harmful ingredients in the products she used daily. Last year, she travelled to Washington, DC to advocate for cosmetic reforms. “I would think that by this point, we wouldn’t have to do the work ourselves on the Skin Deep app (free on iOS and Android),” she notes, referring to 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 day, barefoot and dressed in a silk robe in her ‘glam room’ – or palatial sun-soaked walk-in closet – Kourtney is prepping for a packed day of filming Keeping Up with The Kardashians, which premiered it’s 16th season in March on E! “I always multitask,” the busy mom confesses while a team of talented makeup and hair stylists surround her chair as she taps away on her iPhone. “We’re always rushing and always late.” To stay on top of her chaotic schedule, Kourtney prioritises one task at a time, careful to give her undivided attention to whatever is at the top of the list.

“My fitness routine kind of 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, Kourtney works out six times a week using skipping rope and weights with her trainers. And while on any given episode of KUWTK, she can be seen in the kitchen snacking on dairy-free, gluten-free snacks, Kourtney 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:

“We shouldn’t

have to figure

out what’s safe

to buy and

what’s not”

Kourtney 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’m finished with a new vitamin pack,” she says of her doctor of four years, “and tweak what’s necessary.”

As for her makeup and skincare routine, Kourtney takes an honest approach. “I try to use all-natural beauty products,” she explains, but not everything in her kit is 100% 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 Kourtney 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, Kourtney 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.

“It’s all about

living your

best life and

embracing the

fact that it’s

not perfect”

➻