We all know that Kris Jenner is a branding genius.From her role in producing Keep up with the Kardashians Jenner is a force to be reckoned with as she helps her daughters build their careers. Her latest rebrand, a chic take on household cleaning products, might be her best yet.
Kris Jenner launched home cleaning brand Safely in 2021 with fellow celebrity mom Chrissy Teigen and Good American co-founder Emma Greed. Safety is a complete package. A certified B Corp is committed to sustainability, health, and clean living. These cleaning products are designed to be healthy for the planet, healthy for you, and effective on even the toughest stains. Chrissy has since left the brand, but the principles by which it runs have remained the same since its first start.
We safely sell everything you need to clean different areas of your home: surface cleaners, dishwashing detergents, laundry detergents and, interestingly, home fragrances. This range can be used all in one scent or combined to create a scent garden throughout your home.
But what's most impressive to me is that Safely goes beyond the usual “cleaning” and lands squarely in the lifestyle category. First, the distinctive look of sustainable packaging is unusually appealing for a cleaning product. Available in a variety of striking colors, these kitchen cleaning products don't need to be shoved into your cabinets. It also looks stylish on your countertop. The bottles come in opaque colors ranging from pink to green to yellow, and the tops match.
Second, I find it very interesting that Safely focuses on Jenner-approved fragrances. The company's site offers consumers the ability to “shop by scent,” and the page features scents such as “Bloom,” “Fresh,” “Sunrise,” “Rise,” “Calm,” and “Bright.” There are many aromas with various names listed. The conversation around layering fragrances and different ways to scent your home has been growing in recent years, and Jenner's cleaning brand has easily wormed its way into the discussion.
Taken together, the focus on aesthetics and scent in Chris' fragrance brand is indicative of an overall trend towards glorifying the mundane. Jenner cleaning products are popular not only because they clean so well, but also because they turn an everyday necessity into a celebratory experience. Little luxuries can brighten your day, and beautiful, scented cleaning products could be the next craze.
Shop safely
Kris Jenner's cleaning line is sure to bring a little style to your daily rituals. Some of our favorites include all-purpose cleaners, liquid dish detergents, and hand washes. All three are available in six dreamy scents, but reviewers seem to be particularly drawn to the 'Rise' fragrance.
Kris Jenner's cleaning line makes everyday experiences special and capitalizes on the emerging small-scale luxury trend. Would you like to try it?
