Chrissy Teigen, Kris Jenner, and Emma Grede have teamed up to create a line of plant-based home cleaning and self-care products named Safely. The much-anticipated range launches today and comprises hand soap, hand sanitizer, and hand cream.
The Safely cleaning products also include an everyday laundry product, a universal cleaner, and a glass cleaner. Each item comes packed in an oversized yet minimalist bottle in a shade of mint green, teal, or white - a far cry from standard colorful bottles usually found in the cupboard under the kitchen sink.
These six products are included in a bundle marked as 'Kris' fave', called the Clean Freak Kit. The everyday laundry detergent is $14, and can be bought as part of the Essential Home Kit trio ($27), which includes the universal cleaner and glass cleaner too. The hand sanitizer is $9, and the hand cream costs $10.
Safely is launching at a time when, globally, we're more conscious of cleanliness than ever before. Plus, the internet is already full of cleaning hacks shared by cleaning enthusiasts across the planet. The timely launch also comes just after the spring equinox, a moment in the year many of us feel the pull to get out our best cleaning products for some thorough cleaning in our homes.
The range has been teased on social media over the past few days, the highlight of which being a slapstick video of Chrissy and Kris, as Chrissy pitches pretend ideas for a new business venture.
It opens with Chrissy sat on a sumptuous sofa, addressing the camera. 'I want my own product line because, honestly, everyone has one already,' she jokes. She adds that she wants to call in the help of Kardashian matriarch, Kris Jenner, the 'branding master'.
'You know what we should do?' Kris says in the promo clip. 'We should create a line of super-effective cleaning products - plant-based, that are safe enough for the entire family, and we can even use them to wash our hands,' Kris adds. The strapline is 'plant-powered cleaning that smells great and actually works.'
Cleaning the kitchen shouldn't leave us worried about our pets or young children being exposed to harsh chemicals. Safely's fresh-smelling potions are free from parabens, ammonia, bleach and animal byproducts. On Safely's Instagram stories, Chrissy writes, 'Kris and I are on a mission to rid America's homes of harsh chemicals... One countertop at a time.'
Together, the Keeping Up With The Kardashians star and Cravings cookbook author have a huge level of experience in business. Chrissy Teigen's range of cookware is available at Target. It would be almost impossible to name all the ranges Kris has helped created while managing her daughters' careers and running a production company, Jenner Communications.
The Safely products are exclusively available in the US, but there are plans for international shipping in the future.