Kourtney Kardashian Barker’s Camp Poosh is back for the second year during Coachella.
“We have so many new brand partners that I am excited about,” Barker told WWD in an exclusive statement. They include Erewhon Market, partnering on a grab-and-go snack station, she notes.
Taking place between Thursday and Monday, Camp Poosh — her lifestyle and wellness company brought to life — is hosting a group of influencers who will be staying overnight at a 40-acre estate in Palm Desert. On Saturday is their big bash, with more than 800 guests invited to the property for the day. DJ Pee .Wee (aka Anderson .Paak), Travis Bennett and Carter Cruise will be entertaining the crowd behind the turntable.
“Prior to Camp Poosh 2023, our largest event was 50 people, and primarily women,” Barker said. “It was really interesting to try this on a larger scale — we had almost 800 people come through Camp Poosh last year — and see that people love activities, being hands-on and trying new things.”
Festival-inspired stations at the party will include a summer camp bunk photo op from social media app Lemon8, hairstyling by Wella Professionals, body glitter by LemonHead and permanent friendship bracelets by Sis Kiss. Among the fashion partners are Havaianas and Adidas, and there will be a Poosh camp store with Shopify, allowing shoppers to ship items directly to their homes. And for the first time Poosh will have exclusive camp merch with the brand Coney Island Picnic, available for gifting at the event and for sale on the Coney Island Picnic site following the weekend.
“We also are expanding our wellness activations throughout the weekend and opening them up to friends of Poosh,” Barker went on. “Last year, the wellness center was really just for our campers, but we wanted friends of Poosh to be able to come by throughout the weekend to recover from the festival and practice some self care.”
They’re offering workouts, cold plunges, a stretching class, a Hyperice station with massage guns and compression boots. “And the thing I’m most excited about, which is a floating sound bath session,” Barker added. “I saw a video of someone doing this on Instagram and sent to the team so we could try it at camp.”
Barker has tapped her sisters for some of the activations, with Kim Kardashian’s Skims providing campers with PJs and swimwear. And the bar will be stacked will Kendall Jenner’s 818 Tequila and Kylie Jenner’s Sprinter vodka sodas. Barker will also have her own brand, Lemme, the line of vitamin and supplement gummies, available to all (with popsicles using ingredients from Lemme).
The invited influencers have a packed schedule; they will be arriving in Fisker electric cars and kicking off the festivitives with a denim activity with Lee jeans, a “hand roll happy hour” with Gimme Seaweed and cocktails by Khee Soju. The first day ends with s’mores by the fire and an early screening of Megan Park’s upcoming comedy “My Old Ass” courtesy of Amazon Prime Video. Sunday is dedicated to wellness, with yoga, lymphatic drainage massages by Rebecca Faria (who works regularly with Barker) and more.
Special VIPs will have access to Justin Villalobos and Jon Boy, who be tattooing throughout the weekend, and the Kardashian’s family chef, Chef K, who will be providing bites. There’s a long list of food sponsors expected, including Amy’s Kitchen and Smartsweets.
“Since Day One, the goal of Poosh has been to make health and wellness more approachable and fun and show that there can be a balance between living a healthy lifestyle and still having fun and doing all the things you love,” Barker said. “When we launched Poosh, it was an online editorial only, where we could share tips and tricks with our community and answer questions. We would do small events, but it was always just 20 of my close friends in my backyard.”
She continued: “As Poosh has grown, we have made so many more friends of the brand — and they definitely won’t all fit in my backyard anymore — and there has been such strong interest in meeting Poosh in person and trying all of the things we write about and share in a hands-on way. Activating during Coachella is such a perfect fit, because it shows how you can go out and have fun and eat all the festival food and stay out until 3 a.m., but still make time for yourself the next day and practice self-care and incorporate some wellness practices and see the impact this has on your weekend.”
