Chrissy Teigen, Kris Jenner & Emma Grede pose with their new plant-based cleaning line Safely. The line includes six products free of complex fragrances, including a Hand Soap ($6), Hand Sanitizer ($9), Hand Cream ($10), Universal Cleaner ($6), Glass Cleaner ($7), and Everyday Laundry Detergent ($14) — along with four product kits ($25 – $52) and refill packs.

“I couldn’t find products out there that I loved and that also cleaned as well as these old-school products did. So when we started talking about Safely, it seemed like such a no-brainer to create premium products that actually work and are more accessible,” said Co-Founder Chrissy Teigen.

“Our goal is to help rid American homes of harsh chemical cleaners by providing them with a better alternative that’s truly luxurious, plant powered, and doesn’t cost the world. It is a purpose I strongly believe in as a co-founder and business partner,” said Co-Founder Kris Jenner.

“To have the opportunity to develop a simple idea into a powerful brand together with your friends has really been an incredible experience for us. Chrissy knows exactly what she wants and settles for nothing less. Kris is obviously a branding genius and has been a guiding light throughout the process. We could not be more proud of the result,” said Co-Founder Emma Grede.