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Leave it to two moms (with eight kids between them) to launch an eco-minded business on top of their day jobs. In a seemingly random but totally perfect pairing, Chrissy Teigen and Kris Jenner are combining forces on a buzzy new line of plant-based cleaning supplies called Safely, and we are on board.
“I am so excited that Chrissy Teigen asked me to join her on this new venture just in time for spring,” Jenner said in an Instagram post announcing the news. Echoing the enthusiasm in a hilarious video (complete with pitches that didn’t make it in—son-in-law repellent, anyone?), Teigen shared, “Years in the making, our baby is ready for her close-up. Everything’s plant-powered and smells soooooo freakin’ good thanks to aromatherapy oils! And it actually works!”
Packaged in minty green bottles, the collection is essentially a spring-cleaning starter pack: hand soap, moisturizer, hand sanitizer, all-purpose spray, glass cleaner, and laundry detergent. Teigen and Jenner’s goal was to create products using natural, renewable ingredients, so they ditched ammonias, bleaches, and parabens for vegan-friendly alternatives like coconut oil to wash away dirt and grime and corn-derived ethyl alcohol to kill bacteria.
Safely also debunks the idea that an environmentally conscious brand needs to be expensive—prices range from $6 to $14—and it sells refillable packaging, so the bottles can be used again and again. Products are officially available to buy starting March 25.
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