Kourtney Kardashian has teased the launch of her new brand, Poosh, by sharing a photo of herself lounging nude in her bathroom on Instagram.

The reality TV star didn’t share many details for her new brand, which already boasts over 2 million followers on Instagram, only that it was “coming soon” as she sat naked in a bathroom drinking a cup of tea in one hand, while holding her laptop in the other, surrounded by beauty products.

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Many are already speculating that the eldest Kardashian is looking to following in the footsteps of her younger siblings Kylie Jenner and Kim Kardashian, both of whom have beauty and make-up lines, especially as the TV influencer, who is an advocate for clean beauty, has been lobbying for cosmetics reform, even addressing US Congress to discuss reforms to outdated federal cosmetics regulations.

However, sources have told US showbiz website E! that Poosh, which refers to the nickname she uses for her daughter Penelope Disick, is a lifestyle brand, meaning that everything in the photo from the tea set to the towels, as well as the beauty products could be on offer.

Other theories are that the reality star is looking to take on Gwyneth Paltrow’s Goop, which offers both style and wellness lifestyle content and products, which certainly marries up with what the brand has listed ‘Poosh’ for on the United States Patent and Trademark Office’s website in January 2019.

The records state that Poosh will be a website featuring “non-downloadable publications in the nature of articles and blog posts in the fields of entertainment, exercise, fitness, health, wellness, fashion, interior decoration, nutrition, travel, parenting and leisure”.

In addition, a separate trademark listing adds that the brand will also be for “promoting the goods and services of others; online retail store services featuring a wide variety of consumer goods and services of others; endorsement services, namely, promoting the goods and services of others; advertising and marketing services provided by means of indirect methods of marketing communications, namely, social media, internet marketing, blogging and other forms of passive, sharable or viral communications channels”.

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