We all know that Kris Jenner is a branding genius. From her role in producing Keeping Up with the Kardashians to her support in building her daughters' careers, Jenner is a force to be reckoned with. Her latest rebrand, which turns household cleaning products chic, might be her best yet.
Kris Jenner started her household cleaning brand, Safely, in 2021 with fellow celeb mom Chrissy Teigen and Good American co-founder Emma Grede. Safely is the full package: the certified B Corp is committed to sustainability, health, and clean living. The cleaning products are designed to be healthy for the planet, healthy for you, and effective on tough messes. Though Chrissy has since left the brand, the principles that run the brand haven't changed since it first started.
Safely sells everything you need to clean different areas of your home including surface cleaner, dish soap, laundry detergent, and interestingly, home fragrances. The range can be used all in one scent, or mixed and matched for a garden of smells across the house.
However, what's most striking to me is the way that Safely goes beyond the normal conventions of 'cleaning' to land squarely in the lifestyle category. First, the distinct look of their sustainable packing is unusually glamorous for cleaning products. Available in a range of striking colors, these kitchen cleaning products don't need to be tucked into cabinets: they would look just as stylish on the countertops. The bottles come in a range of opaque colors from pink to green to yellow with matching tops.
Second, Safely's focus on Jenner-approved fragrances is quite interesting. Their site gives consumers the ability to 'Shop by Scent,' a page which shows their array of tantalizingly-named aromas including 'Bloom,' 'Fresh,' 'Sunrise,' 'Rise,' 'Calm' and 'Bright.' Discourse around fragrance layering and different ways to scent your home has been on the rise over the past few years, and Jenner's cleaning brand taps easily into this discussion
Taken together, the focus on aesthetics and fragrance in Kris's fragrance brand signifies an overall trend toward glamorizing the mundane. Jenner's cleaning products are popular not only because they clean well, but because they turn an everyday necessity, cleaning, into a celebratory experience. Little luxuries brighten everyday, and beautiful, well-scented cleaning products just might be the next big thing.
Shop Safely
Kris Jenner's cleaning line is guaranteed to bring a bit of style to your everyday rituals. Some of our favorites are the all-purpose cleaner, the liquid dish soap, and the hand wash. All three are available in six dreamy scents, but reviewers seem particularly committed to the 'Rise' fragrance.
Kris Jenner's cleaning line turns an everday experience special and taps into an emerging small luxuries trend. Would you try it?
