Marie Kondo's Lifestyle Brand Isn't Sparking Joy

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The KonMari collection, which now be shopped on her website, positions itself as an online "wellness and homeware store" ( à la Goop) and features a variety of products across categories such as aromatherapy, bath, books, cooking, décor, entertaining and organizing.

Kondo, who first shot to fame after Netflix's Tidying Up With Marie Kondo, is known for her "less is more" aesthetic encouraging viewers to "declutter" their homes.

Except fans are now criticizing Kondo for essentially promoting the opposite by selling a brass kitchen utensils holder for $275 or a $60 set of food storage containers. There's also an $86 candle and $115 kimono robe.

"My tidying method isn't about getting rid of things – it's about heightening your sensitivity to what brings you joy," explains Kondo on her website announcing the store. "Once you've completed your tidying, there is room to welcome meaningful objects, people and experiences into your life."

Still, the internet is not convinced and her new venture seems to be instead drawing collective confusion from people online. "So now #mariekondo wants you to buy as much of her stuff as possible?," one user wrote. "Marie Kondo going full grifter had to happen before the decade ended. This brings me joy," another added.

In a recent interview with The Wall Street Journal, Kondo clarified that she doesn't aim to encourage consumerism.

"I'm not trying to encourage over-purchasing anything," she said. "What's most important to me is that you surround yourself with items that spark joy. If the bowl that you're using currently sparks joy for you, I don't encourage replacing it at all."

Photo via Instagram