Chapter 1: The Rise of Goop and Poosh

Goop, the wellness and lifestyle brand established by Gwyneth Paltrow in 2008, is infamous for its bizarre and overpriced offerings. Some of their notable products include a $75 candle dubbed “This Smells Like My Vagina” and a $66 “Jade Egg” that promises to enhance sexual vitality when inserted into intimate areas.

You might think such oddities could not be surpassed, but Kourtney Kardashian’s Poosh is determined to outdo Goop.

For a staggering price of $2,500, Poosh presents a water filtration system that supposedly transforms ordinary “chaos water” into “structured water,” claiming this special water will have miraculous health benefits.

Here’s how Poosh describes it:

Structured water is said to resemble water in its natural spring state. If you've ever enjoyed fresh water from a spring, glacier, or flowing river, you'll recognize the smooth, almost sweet taste that characterizes structured water. It is claimed that the molecules of structured water form beautiful hexagonal shapes akin to tiny snowflakes, in contrast to the so-called unstructured or chaotic water.

Nature supposedly creates structured water through its movement over rocks and stones, forming vortexes that align water molecules into symmetrical shapes. However, modern technology also allows us to mimic this process through devices designed to vortex water.

If this description raises your skepticism, you're right to be cautious.

Section 1.1: The Science Behind the Claims

Poosh insists that science supports their assertions. They refer to “antioxidant water,” claiming that research published in The International Journal of Cell Biology indicates it enhances plant growth and boosts the activity of macrophage white blood cells, which detoxify and protect the body while inhibiting cancer cell viability.

But hold on—this “science” may not be as sound as it seems. The original article titled “Effect of Antioxidant Water on the Bioactivities of Cells,” published in 2017, discusses a different context in which water is combined with other substances to create what is termed “structured water.” The terminology used by Poosh diverges significantly from the scientific community's understanding, suggesting they simply searched for the term online and used it to bolster their pseudoscientific claims.

Subsection 1.1.1: Debunking the Myth

Is “structured water” even a legitimate concept? The short answer is no. A quick search will reveal reputable sources debunking the notion. For instance, a Wikipedia entry on “Hexagonal water” characterizes it as a marketing ploy that suggests a configuration of water that supposedly benefits health. The term “hexagonal water” refers to clusters of water molecules forming a hexagonal shape, which are claimed to enhance nutrient absorption and cellular communication. However, this concept exploits consumers’ limited understanding of chemistry and physiology.

Translation: It’s a scam.

Chapter 2: Why These Scams Persist

People are often inclined to agree with those they know and admire. Since Poosh is linked to a familiar figure, many are inclined to trust the brand. Furthermore, the presentation of their claims, which includes references to actual scientific literature, can create an aura of credibility. Many consumers may not read the cited studies carefully enough to realize the disconnect between the research and the claims being made by Poosh.

The video titled "Why Gwyneth Paltrow was 'UPSET' By Goop & Kourtney Kardashian's Poosh Comparisons | E! News" delves into the competitive landscape between these two wellness brands.

Bottom Line: This instance highlights that Poosh cannot be considered a trustworthy brand. While many may have already recognized this, those who previously held trust in the brand are now informed.

Caveat emptor, quia ignorare non debuit quod jus alienum emit.