Kourtney Kardashian's Poosh Launches Drinkable Collagen — What's the Deal With the Buzzy Ingredient?

Since Kourtney Kardashian launched her new website, Poosh, she's shared an array of diet-related info — including her controversial "Kourt's Signature Salad" recipe; her three-ingredient avocado smoothie recipe; and the beverages with which Kris Jenner bookends her busy days (which begin at 4:30 a.m.). Now, Poosh is out with its first-ever collaboration — and it shouldn't be surprising that the product is also focused on a liquid diet for wellness. Kourtney announced on Instagram that Poosh is launching drinkable collagen.

"Collagen has been an important part of my wellness and self-care routine for years," she wrote. "So it only seemed natural to have @poosh’s first collab be a collagen powder (and I’ve added some extra favorites of mine like hyaluronic acid, amla fruit and ashwagandha). I’ve worked so hard on this to make it perfect — from the taste, to the ingredients. I hope you guys love it as much as I do!"

She created the powders in partnership with Vital Proteins, and they sell for $44 on the Poosh shop. The site bills the product, "combines all the wellness benefits of collagen with major superfood ingredients to help you look and feel younger and grab a hold of that coveted glow. Light and refreshing, this blueberry and lemon flavored drink spotlights 10g of collagen peptides, vitamin C, hyaluronic acid, and amla berry for powerful — and delicious — beauty benefits." To prep, add the powder to a cold liquid.

Poosh claims collagen peptides "help support skin elasticity and moisture, a youthful appearance, and hair and nail strength." As well, Vitamin C in the product helps, "promote collagen production and boost glowing skin." And the included hyaluronic acid helps, "support skin hydration."

However those claims have not been evaluated by the Food and Drug Administration — a concern being widely discussed these days surrounding celebrity-endorsed "detox teas."

That said, collagen is among the buzziest wellness ingredients du jour, also endorsed by such other brands as Gwyneth Paltrow’s Goop (which has also come under fire for making false claims). Goop sells collagen on its platform as well.

Beyond celebrities and lifestyle personalities, many health professionals have touted the benefits of collagen too.

"Collagen consumption can increase skin elasticity and help your body’s skin repair process, thus encouraging your body to form new collagen," New York City-based dermatologist Debra Jaliman, told Health.com, noting that collagen drinks and powders have been shown to have antioxidant properties, which protect skin by limiting the production potentially skin-cell-damaging free radicals.