Is Kourtney Kardashian taking cues from Gwyneth Paltrow?
In early April, Kardashian launched Poosh, a lifestyle web site named after the reality star’s six-year-old daughter Penelope. Upon launch, Poosh drew comparisons to Goop, Paltrow’s much talked-about wellness brand, for its name, branding as a lifestyle web site and star power. Those comparisons are likely to multiply with Poosh’s latest announcement: a co-branded product collaboration with Vital Proteins.
“If you look at Kourtney and Vital Proteins, there’s a natural synergy between our two brands,” said Kurt Seidensticker, founder and chief executive officer of Vital Proteins. “She’s been a fan of our brand for several years, taking it every day. She was a customer before we had known her.”
Vital Proteins x Poosh consists of two collagen-based products that are gluten- and dairy-free. Blueberry & Lemon Collagen Vibes, $43, contains ingredients such as hyaluronic acid, vitamin C and amla fruit; Pink Moon Milk Collagen Latte contains sleep-inducing ingredients like melatonin and magnesium. Both products are available exclusively on Poosh’s web site.
There is “a lot of opportunity for partnership in the future” for Vital Proteins and Poosh, said Seidensticker, though nothing is confirmed at the moment.
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The collaboration is the first for Poosh, marking its entry into e-commerce; up until now, the web site had only included affiliate links. Poosh’s e-commerce element is likely to draw further comparisons to Goop, which famously offers a wide array of products that range from Goop-branded beauty items to Victoria Beckham heels to vintage kitchenware to vibrators.
In an interview with WWD, Kardashian said the goal of Poosh is to reach “the modern woman,” someone she defined as caring about the planet and living a healthy lifestyle.
“The modern woman, in my opinion, is somebody who cares about the planet, cares about what we’re putting in our bodies from the inside out, and just doing our best without feeling judged for not being perfect,” she said. “Just because we care about those things or want to be eating healthy or living a certain lifestyle, you can still be cool and sexy and have it all. I don’t want it to feel judgmental, just really like a conversation.”
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