Safely on Creating Affordable Luxury Homecare Products

Customer Spotlight
Customer Spotlight
Jelina Saliu
What do you think makes Safely’s brand stand out?  

We believe Safely is a truly disruptive brand in the homecare market and have made it our mission to change the way the world thinks about cleaning. We believe home care is more than just cleaning, and we believe that when it comes to caring for your home, you shouldn’t have to compromise. Consumers deserve natural ingredients that are safe for them, their family and our planet – and they deserve it all at a price point that won’t break the bank. That is why we created Safely – to elevate your every day. 

What does sustainability mean to Safely?  

We are committed to building an inclusive and sustainable values-driven company for the 21st century. We hold our three core values dear and express them in our brand:

1. We believe that an aspirational homecare experience should be accessible to all, not just a privileged few – and that the first step to having a beautiful home is having beautiful products that don’t just look good but work great.  

2. We believe home care can be about more than just cleaning. We believe that by using natural ingredients that are safe for you, your family, and the world we can nurture more well-being in the world.  

3. We believe that everyone wants a clean house and peace of mind, regardless of their ethnicity, gender or socio-economic background, so we champion the world in all its glorious diversity in everything we do. 

What product, innovation, or accomplishment are you most proud of from a sustainability standpoint?  

From day one, Safely has been determined to work hard to maximize efficiencies and reduce environmental impact. We have a higher percentage of active ingredients than other natural cleaning grocery-store brands, delivering exceptional performance. Our natural plant-based enzymes and surfactants keep Safely users and their families safe — no gloves required. Our product range is formulated without harmful chemicals such as phthalates, propyl-paraben, butyl-paraben, and sodium laureth sulfate (SLES). We take pride in our best practices. 

Safely products have memorable, elevated scents. Why is this a focus for the brand? 

For us, building Safely means sustainable practices, highly effective products, and natural scents. Unique fragrance formulas that help evoke an olfactory memory is a huge differentiator that makes us so unique in this category. Partnering with Green Seal allows us to bring our luxury grade scent experience without any compromises and safer-for-you ingredients. 

Why did you partner with Green Seal? 

Green Seal certification is based on rigorous testing, which covers performance, health, and sustainability criteria. Our brand is aligned with Green Seal’s mission to use science-based programs to empower consumers and companies to create a more sustainable world. 

What’s next for Safely? 

Holding our commitment to our values close, we envision Safely to be the undisputed leader of the new “affordable luxury” segment of the homecare market by 2025. We recently expanded into scented air diffusers and have a lot of new product innovation rolling out in the coming months. From a growth perspective, we are excited to share that Safely is going to be in over 6,000 stores in 2023. 

Gren Seal

Green Seal® is a global nonprofit committed to making sustainability everyone’s business.