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"This smells like my Pooshy", the collaboration between Goop and Poosh

A candle becomes a sisterhood symbol

This smells like my Pooshy, the collaboration between Goop and Poosh  A candle becomes a sisterhood symbol

Can a candle become an object of female empowerment and a symbol of struggle against patriarchal culture? Yes, if it is the result of a collaboration between Gwyneth Paltrow's Goop and Kourtney Kardashian's Poosh. The two businesses are competitors in the same female lifestyle and wellness sector and have an extremely similar path. But despite the fact that they both started from the launch of a few products to the construction of a truly successful platform, the business of the actress of The Tenenbaums has managed to overcome criticism and malfunctions by achieving an established identity and credibility. Poosh, on the other hand, is still often branded by haters as a mere "bad copy" of the original concept. An opinion Paltrow has never shared:

"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. 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.".

Thus was born the This Smells Like My Pooshy candle, clearly inspired by Goop's viral This Smells Like My Vagina candle, which is more than the fruit of collaboration, but is, in Gwyneth's words, a way of saying loudly that:

"This idea that women need to be in competition is legacy patriarchy bullshit, there is room for EVERY woman to fulfill her dreams."

The new product features notes of black gardenia, geranium, green pepper, Timur berries, honeysuckle, ylang-ylang and oakmoss. The choice of flowers is anything but random, as 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."

The Goop x Poosh This Smells Like My Pooshy candle will be available online at and in the coming hours, to coincide with Paltrow's appearance on The Kardashians. The price? $75 for the full size and $20 for the votive version.