Backstreet Boys v. NSYNC. Yankees v. Red Sox. Goop v. Poosh.
Since Kourtney Kardashian launched Poosh in 2019, the brand has been pitted against Gwyneth Paltrow's Goop. But according to the two celebrity-turned-lifestyle gurus, the rivalry is a false narrative—and to prove it, they're releasing a collaboration: the Goop x Poosh This Smells Like My Pooshy candle.
Inspired by Goop's viral This Smells Like My Vagina candle, which first dropped in 2020, This Smells Like My Pooshy features notes of black gardenia, geranium, green pepper, Timur berry, honeysuckle, ylang-ylang, and oak moss. The candle, seen below in a BAZAAR.com first look, costs $75 for a full size or $20 for a votive, and will be available online at goop.com and poosh.com beginning at 9 p.m. PT, coinciding with Paltrow's appearance on The Kardashians.
As for the inspiration behind the scent, Kardashian explains, "Gardenias are one of my favorite flowers. My dad always had them growing in his yard, and he would cut them to keep floating in a bowl inside the house. I have gardenias growing in my outdoor entryway, as well, and I love that they always start to bloom right around my birthday."
She adds that candles are integral to her nightly ritual. "Every night, my kids all climb into my bed, and we light this candle, have a cup of chamomile tea, and watch something together—there is nothing more relaxing to end the day," she shares.
Although the name of the candle may be tongue-in-cheek, the entrepreneurs take the partnership seriously.
"I feel like part of the reason that the patriarchy holds its power is because they create this notion of scarcity for women and competition for women," Paltrow says. "We are programmed to think, 'Oh, there's not enough room for me and someone else,' or, 'Someone's going to take my man,' or, 'Someone's going to take what's mine.' We encountered some of that when Poosh launched and I found it so ridiculous, because I don't know how [Kourtney] felt about it, but I was like, 'Women are allowed to have interest in the same field and create businesses, and it doesn't have to be that one is going to take something away from the other or undermine the other in some way.'"
Kardashian, for her part, says she never let the Goop comparisons deter her from building Poosh. "I knew there was going to be comparison when we were starting, and I think that something my sisters and I pride ourselves in is being really supportive, too, of other brands in the same space, because there's so much room," she says.
Paltrow recently discussed the brands—and teased the collab—in an Instagram Q&A. "This idea that women need to be in competition is legacy patriarchy bullshit, there is room for EVERY woman to fulfill her dreams," she wrote to a fan who asked if she felt that Poosh "copied" Goop.
She added, "I used to fall prey to this kind of thinking years ago, so I understand where it comes from. Now I get so happy when I see new wellness businesses. There is a place for all of us."