Goop, and maybe Amazon, have a new competitor in Poosh: Kourtney Kardashian’s new lifestyle and e-commerce website, teased in an Instagram post last month and formally announced today. According to Kardashian, the platform will “curate content on non-toxic beauty alternatives, advice for busy moms, healthy recipes, affordable home decor ideas, workout hacks, style tips and more in the form of interviews, tutorials and lessons from experts.”
That’s not as LOL-worthy as it might sound. The Kardashians boast savvy business instincts, and our research makes clear that Poosh taps into several growing trends among consumers. By positioning brands and products in a user-friendly, educational format, the site could even compete with Amazon, where discoverability is a major Achilles heel.
Here are the areas where Poosh could excel (and help smaller brands gain visibility):
Natural beauty: When it comes to makeup, consumers are actively seeking out better-for-you alternatives to their standard palettes and lipsticks. Google searches for clean beauty keywords surged by 88% between 2017 and 2018, according to Gartner L2’s Digital IQ Index: Beauty. However, the study also revealed an education gap. Beauty consumers don’t always understand what ingredients they should be avoiding, presenting a major opportunity for a content provider like Poosh to step in and recommend specific brands.
Healthy recipes: We’ve seen a similar story play out in the food world, where diet-conscious eaters are hungry for more nutritious content. Searches for “vegan,” “low-sugar,” and “low-carb” soared by 64%, 36%, and 18% this year, according to Gartner L2’s Digital IQ Index: Food, helping upstart “healthier” brands like Halo Top gain an edge in visibility over established competitors. By recommending and selling these better-for-you brands, Poosh could compound that trend.
Home decor: This is yet another growing area of consumer interest, as evidenced by how many retailers are butting heads to sell you a new sofa. Amazon and Wayfair are vying with category heavyweights like West Elm and Crate & Barrel, and even Walmart is getting in on the sector. In the past year, the big box retailer has steadily launched online-only lines targeted at the Poosh demographic, from Flower Power to MoDRN; it also boasts a Houzz-esque layout that let shoppers browse items by style. But despite those efforts, discoverability remains a sore point, creating a major opportunity for the Kardashian site…and for the products it can, well, “Poosh.”