# Plant-Powered Household Cleaners Safely Shares Home Cleaning Essentials in Refillable Packaging By Laura McQuarrie | Published 2021-09-16 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/home-cleaning-essentials References: [thedieline](https://thedieline.com/blog/2021/9/15/kris-jenner-and-good-american-ceo-launch-plant-based-home-cleanser-brand-safely) & [getsafely](https://getsafely.com/) Safely is a new venture from Kris Jenner and [Good American](https://www.trendhunter.com/trends/good-fur) co-founder and CEO Emma Grede and it shares safe, high-quality home cleaning essentials with refillable packaging. The new brand of [plant-powered cleaning products](https://www.trendhunter.com/trends/ruggedred) focuses on formulas that are free of harsh chemicals and suitable for the whole family, including kids and pets. The aesthetically pleasing products are packaged in refillable containers with refreshing color schemes. There are several ways to get started with the brand, including the Clean Freak Kit or the Clean Hands Kit, although there are plenty of standalone options for surfaces, laundry and more. The brand boasts "[life-changing scents](https://www.trendhunter.com/trends/element-brooklyns-all-purpose-cleaner)" that are naturally uplifting. The Everyday Laundry Detergent, for example, is said to smell like "air-dried your clothes in a field of tall wildflowers." ## Trend Insights (Trend Hunter) - Score: 5.5/10 - Popularity: 82% | Activity: 74% | Freshness: 10% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### Why This Trend Is Growing - **Plant-powered Cleaning Products:** The trend towards plant-based cleaning products creates opportunities for companies to innovate with new formulas and eco-friendly packaging. - **Refillable Packaging:** The shift towards refillable packaging for cleaning products offers opportunities to reduce waste and create more sustainable packaging solutions for consumers. - **Clean Freak Kits:** The popularity of pre-packaged Clean Freak kits offers opportunities for companies to bundle complementary cleaning products together in convenient starter sets for consumers. ### Industries Being Reshaped - **Household Cleaning:** Plant-powered cleaning products and refillable packaging create opportunities for disruption in the traditional household cleaning industry. - **Eco-friendly Packaging:** Advancements in eco-friendly packaging for household and personal care products offer opportunities for disruption in the packaging industry. - **Subscription Box:** The rise of subscription box services presents opportunities for companies to offer curated bundles of plant-powered cleaning products and refillable packaging to consumers. ## Related on Trend Hunter - [Aromatic Plant-Powered Cleaning Products](https://www.trendhunter.com/trends/safely-universal-cleaner.md) - [Lavender-Scented House Care](https://www.trendhunter.com/trends/safely-household-personal-care.md) - [Chic Sustainable Cleaning Brands](https://www.trendhunter.com/trends/guests-on-earth.md) - [Free-From Private Label Cleaners](https://www.trendhunter.com/trends/nature-grocers-brand-household-cleaners.md) - [Free-From Household Cleaners](https://www.trendhunter.com/trends/multi-surface-eco-cleaner.md) - [Naturally Derived Cleaning Solutions](https://www.trendhunter.com/trends/the-lab-co.md) - [Sustainable Cleaning Kits](https://www.trendhunter.com/trends/sustainable-cleaning-kit.md) - [Plant-Based Surface Cleaners](https://www.trendhunter.com/trends/saje-multisurface-cleaning-refill.md) - [Plant-Based All-Purpose Cleaners](https://www.trendhunter.com/trends/guests-on-earth-citrus-oasis.md)