Kris Jenner And Good American CEO Launch Plant-Based Home Cleanser Brand Safely

by Rudy Sanchez on 09/15/2021 | 3 Minute Read

When members of the Kardashian/Jenner cabal embarks on a business venture, it’s usually centered around fashion or beauty, with the occasional stumbling start in the tequila business. But the latest joint from “Momager” Kris Jenner is Safely, a plant-powered, refillable line of home cleaning essentials free of harsh chemicals and safe to use around pets and kids.

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Jenner teamed up with Good American co-founder and CEO Emma Grede—and initially Crissy Teigen before unsurfaced tweets forced her to step away—in creating safe and high-quality cleansers that come luxuriously scented with stylish, refillable packaging. The entire range features cylinder-shaped bottles awash in a soothing minty palette. A single droplet adorns the front of the packaging, and the rest of the space is sparse save for some product details. Small helpful details like measuring lines are added to the bottles and caps subtly.

Originally launched in March, Safely and retailer Bed Bath & Beyond recently announced an exclusive retail partnership. The deal brings the new star-studded and women-led brand to more than 750 Bed Bath & Beyond, buybuy BABY, and Harmon locations nationwide.

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What started as a project with celebrity besties teaming up with another successful female entrepreneur, Safely had to make a quick pivot and make a go of it while dropping the “odd couple” branding of the Jenner-Teigen duo. But the quick entry into a national retail chain might prove that the Jenner matriarch’s star shines bright enough.

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