Poosh reveals first co-branded product collaboration – WWD
Is Kourtney kardashian take inspiration from Gwyneth Paltrow?
In early April, Kardashian started Poosh, a lifestyle website named after Penelope, the reality TV star’s six-year-old daughter. At launch, Poosh drew comparisons to Goop, Paltrow’s much-talked-about wellness brand, for its name, branding as a lifestyle website, 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 is a natural synergy between our two brands,” said Kurt Seidensticker, Founder and CEO of Vital Proteins. “She’s been a fan of our brand for several years, taking it every day. She was a customer before we knew her.
Vital Proteins x Poosh consists of two gluten and dairy free collagen products. Blueberry & Lemon Collagen Vibes, $ 43, contains ingredients such as hyaluronic acid, vitamin C, and amla fruit; Pink Moon Milk Collagen Latte contains sleeping ingredients like melatonin and magnesium. Both products are available exclusively on the Poosh website.
There are “lots of partnership opportunities going forward” for Vital Proteins and Poosh, Seidensticker said, although nothing is confirmed at this time.
The collaboration is the first for Poosh, marking its entry into e-commerce; so far the website has only had affiliate links. Poosh’s e-commerce element is likely to draw further comparisons with Goop, which has a wide range of products from Goop-branded beauty items to Victoria Beckham heels to vintage kitchenware to vibrators.
In an interview with WWD, Kardashian said Poosh’s goal was to reach “the modern woman,” a person she defined as caring about the planet and having a healthy lifestyle.
“The modern woman, in my opinion, is someone who cares about the planet, cares about what we put into our bodies from the inside out, and does our best without feeling judged for not being perfect.” , she said. “Just because we care about these things or want to eat healthy or have a certain lifestyle, you can still be cool and sexy and have it all. I don’t want this to be judgmental, just really like a conversation. “
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