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Safely Household and Personal Care Expands with New Scent & Kroger Retail Deal

Plant-powered cleaning brand adds on to cleanser collection with air care to follow in 2023.

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By: Melissa Meisel

Kris Jenner and Emma Grede’s plant-powered cleaning brand, Safely, is now available in-store and online from 2,000 Kroger Family stores nationwide including Kroger, Ralphs, Fred Meyer, Mariano’s and more. 

To celebrate the expansion, the Green Seal-certified brand has created an exclusive scent for its best-selling Universal Cleaner, Sunrise, with top notes of gardenia, tuberose, and saffron, followed by notes of mint and sage, with that fresh and fruity scent just in time for summer. Universal Cleaner will also be available in scents including Rise, Calm and Bright, with additional air care products coming to stores later this summer.  
 

Insight from Kris Jenner & Emma Grede

“We are thrilled to expand our retail footprint and showcase our luxurious and plant-powered products at an accessible price point to Kroger customers and beyond,” says co-founder Kris Jenner. “Our exclusive scent, Sunrise, is perfect for warmer summer days, and features scent notes from my favorite flower, tuberose!” 

“We created Safely to change the way we think about cleaning,” says co-founder Emma Grede. “We’re on a mission to infuse joy into the everyday task of cleaning through safe products, luxurious smells and great packaging, and this expansion is bringing Safely to even more families coast to coast.” 

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