Poosh

Poosh is a wellness and lifestyle brand founded by Kourtney Kardashian Barker in 2019, designed to share her philosophy of living a balanced, mindful, and elevated life. Named after her daughter Penelope (“Poosh”), the brand blends editorial content, e-commerce, and celebrity-led collaborations across beauty, health, home, and style. Poosh has become a cultural hub for the “modern holistic” audience — merging luxury lifestyle aesthetics with accessible wellness products and rituals. Poosh’s revenue model is multifaceted, encompassing: • E-commerce: Selling curated wellness and beauty products. • Collaborations: Co-branded launches with Vital Proteins, Lemme, Alo Yoga, and Crème de la Mer. • Events: The annual Poosh Your Wellness Festival, a luxury wellness retreat featuring panels, activations, and influencer partnerships. The brand operates as a bootstrapped venture, leveraging Kourtney’s massive global influence (200M+ followers) and celebrity network to build a highly engaged community.