Safely is a modern home and personal care brand co-founded in 2021 by Emma Grede and Kris Jenner, built on the belief that home cleaning should feel as good as it looks. The brand creates plant-powered, non-toxic cleaning and self-care products designed to merge performance, scent, and design aesthetic. Safely disrupted the household cleaning space with its distinctive pastel packaging, premium scents, and eco-friendly ingredients — transforming routine cleaning into a wellness ritual. By blending Emma Grede’s brand-building expertise and Kris Jenner’s global influence, Safely quickly gained traction across retail and direct-to-consumer channels. Its expanding product line includes multi-surface cleaners, glass sprays, laundry detergents, and hand soaps — each designed with a clean, luxurious sensory experience. Safely positions itself as the “elevated everyday” brand for modern homes, combining sustainability with aspirational lifestyle branding.