If you’ve been on Instagram in the last 24 hours, you probably know Kourtney Kardashian launched a wellness and commerce site, joining the likes of GP’s goop, Reese Witherspoon’s Draper James and Lauren Conrad’s self-titled site, to name a few. To celebrate the launch of Poosh, Kourtney sent out a mailer with some of her favourite things to celebs like Miley Cyrus, Jessica Alba, Selma Blair, and her Kardashian and Jenner sisters.
Among the Poosh-approved treats, which included silk pajamas and an eye mask, were plenty of beauty and skincare products. What caught my eye, however, were products from two Canadian brands: Cardea AuSet and Saje.
I immediately recognized Cardea AuSet’s NOIRE Charcoal Mask ($38, cardeaauset.com) because I reviewed it for besthealthmag.ca a little over a year ago when the brand launched. In fact, Cardea AuSet’s co-founders, Jennifer Bonato and Taylor Williams tell me that Best Health was the first Canadian publication to ever feature Noire. I asked Jennifer and Taylor how Kourtney came to know the brand, and they told me social media likely played a role in her discovery. “All we really know is that she learned about Cardea AuSet through a friend of a friend, and after trying some products, loved Noire. Of course we’re super excited about its inclusion in the press boxes – as a Canadian indie and small batch beauty brand, recommendations are everything to us. To have one of our products featured among Kourtney’s favourites is huge.”
Noire is already a favourite among beauty and skincare addicts (try it with one of their newly launched facial oils) but I’m predicting its fanbase to grow rapidly over the next few weeks – such is the power of the Kardashians, after all.
The second Canadian brand I noticed was Saje Natural Wellness, which operates out of British Columbia. Recipients of the Poosh box got Saje’s Brainstorm Diffuser Blend Collection ($45, saje.ca) and their Aroma Om Ultrasonic Diffuser ($130, saje.ca). (Personally, I love their Peppermint Halo Headache Remedy.) Saje was founded more than 25 years ago (read our interview with co-founder Kate Ross LeBlanc) and has several California locations, so Kourtney may have stumbled across the wellness brand while out in LA.
However she discovered them, it’s great to see some Canadian brands in the mix. Be sure to check out more of our favourite Canadian brands.