Humorous Marketing
In response to the brand’s launch, many have predictably pointed out that the celebs likely don’t do as much of their household cleaning as, well, the rest of us. But the lighthearted brand is clearly in on the joke, with tongue-in-cheek marketing images that include Teigen doing laundry while dressed in couture. Having been close for years, Jenner says that Teigen’s sense of humor (she was even a judge on the comedy competition show Bring the Funny) was one of the reasons she was excited to work with her on this collab. “It was such a pleasure; she brings so much fun and lightness,” Jenner says about her friend-now-business-partner. To prove that the brand doesn’t take itself too seriously, Safely released a slapstick video as part of its big reveal in which Teigen explains the reasoning behind the collection: “I want my own product line because, honestly, everyone has one already—I even have one,” referring to Cravings, her cookware line.
Quality Products
Jokes aside, these products will seriously clean your home—and without harsh chemicals. One of the brand’s goals was to create cleaning products that are “safe to use around animals, around kids,” Teigen explains. This is important since she reports she has “two of the cleanest toddlers on the planet.” (Yes, she says they even insist on using corn-on-the-cob holders when eating fried ribs so their hands don’t get messy.) In keeping with their goal to make cleaning safer, all of the products are free of ammonia, bleach, and parabens. And after testing them out on kitchen counters, windows, and mirrors, we can assure you they work. To buy: Clean Freak Kit, $52; getsafely.com. The multi-surface cleaner managed to cut through the dried-on coffee drips that had been neglected on the kitchen counter, while the glass cleaner cleared the cat’s wet nose prints from the window without leaving any streaks. Even more important: The hand sanitizer didn’t leave hands feeling dry. “Nothing makes you want to change something more than using it 100 times per day. We fell quickly out of love with hand sanitizer,” the duo explains. Their reenvisioning of the germ-fighting essential is less drying and smells much more luxe than the alcohol-scented sanitizer we’re accustomed to.
Great Scents
If you love luxury scented candles and wish your cleaning products smelled the same, then Safely deserves a spot in your cleaning caddy. The scent called “Rise” is a complex aroma with a hint of firewood, while the multi-purpose cleaning spray has a fresh lemongrass scent. For those who don’t love scented products, be warned: Safely may not be the best option for you.
Planet-Friendly
On Instagram, many have noted that the bottles are plastic rather than glass. The Safely team confirmed their bottles are meant to be reused again and again (they sell refill packs for this purpose), but they can be recycled when you’re done with them. All of the products are reasonably priced—from $6 (for the hand soap) to $14 (for the laundry detergent)—and are available to purchase on getsafely.com.
