Kourtney Kardashian launches a supplement line, muscle tested it with a naturopath

Kourtney Kardashian Barker is getting in the supplemental game. She’s launching a line of edible non-CBD gummies called Lemme. They are all natural, gluten-fee, vegan, non-GMO vitamins and supplements that promote clean health. For the announcement, Kourtney posted the photo above with the following caption:

Lemme finally share what I’ve been up to! I’ve been dreaming of this idea, having lots and lots and lots of meetings and conversations with different people trying to figure out the best way to build this, the right partners and building the team that felt really good. When it was finally all right, it was all happening with ease. Lots of hours, zooms, dreaming, but all with swift decisiveness and actual fun! At last, 5 years later my passion/work baby is finally launching into the world.

Meet Lemme – my new line of vitamins & supplements that I created to become a divine, feel-good part of your everyday life.

We partnered with the best scientists and doctors to create the cleanest gummy vitamins and supplements — using clinically-backed ingredients and formulations that help you to live your best life. And of course, we made them so delicious you won’t believe they’re this good for you!

We launch on 9.27.22 exclusively on Lemmelive.com. In the meantime, be sure to follow @lemme and subscribe to our mailing list and SMS for updates. Link in bio!

Clearly none of those five years were spent hiring a PR consultant or an editor. In anticipation of the big release, Kourtney gave an interview to the WSJ Magazine. It’s behind a paywall so I can only excerpt it through other outlets. In the announcement, Kourtney speaks of doctors, scientists and clinical testing. That’s good. Because in her WSJ interview, she described her process a little differently. She said she brought each product to her natural doctor who tested it by placing it in Kourtney’s hand and seeing how her body reacted to it.

Kourtney Kardashian Barker is getting into the gummies game.

My process [with a new product] is take it to my natural doctor, and he would muscle test me with it,” she explained. “I would hold the product in my hand, and he would see how it reacts to my body.”

“Some things test well but most of the time things didn’t test well on me. I found it so interesting when he would say, ‘Oh, it’s because they’re using corn or corn syrup or it’s genetically modified,'” Kardashian added.

With clever names like Lemme Chill, Lemme Focus and Lemme Matcha, Kardashian muscle tested each formula on herself. She prioritized non-GMO, vegan, gluten-free and gelatin-free ingredients in the supplements, while avoiding corn syrup, artificial colors, flavors and sweeteners.

“I couldn’t think of the right word for each scenario [in which to take a supplement], but we’d say all the time, ‘Lemme focus on this.’ Once we realized we use it so much in our vocabulary, none of us could get it out of our heads,” she said. “You know, Lemme-everything-that-I’m-doing.”

[From People]

Lemme gummies fit with her Poosh website branding. Clean living is great as are clean supplements. Although, I’d like to hear a little bit more about how they were tested beyond the palm-reaction method. Especially as Kourtney has subjected her children to restrictive diets based on muscle testing at young ages, promoted the idea that face masks caused cancer, regularly relies on detox cleanses and took a love potion to attract a suitor. Given those credentials, I’m not sure this whimsical approach to advertising is the right foot to set out on. All this discussion of dreaming the product into being and how fun it was to make coupled with the image of a naked Kourtney in a ball pit of colorful supplements is, if you’ll excuse the expression, a hard pill to swallow. There’s probably nothing harmful in the supplements, but much like the Kardashians themselves, I don’t think there’s much to them at all.

I do, actually, like the name.

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