Walmart Adds Another Big-Name Partnership With Eco-Friendly Line From Kris Jenner

Walmart Inc. has added to its roster of big-name partnerships with the debut in stores of environmentally friendly home care and cleaning products co-created by Kris Jenner of "Keeping Up With the Kardashians" fame.

Safely, which launched at getsafely.com in 2021, was developed by Jenner and fellow entrepreneur Emma Grede, CEO of the Good American fashion brand. Safely products are formulated with plant-based ingredients and are free of artificial stabilizers, sulfates, parabens, phthalates and dyes. 

"Over the last year and a half, Walmart customers have been spending more time in their homes, resulting in more interest in home cleaning," said Corey Bender, a VP of merchandise for Walmart U.S. "We share a belief with Safely that everyone should have a clean home no matter their budget and are excited to add Safely to the growing list of brands that resonate with our customers' needs.”

The initial Safely product line at Walmart includes hand soap, hand sanitizer, hand cream, universal cleaner, glass cleaner, laundry detergent and dish soap in two scents, Rise and Spring. Product prices range from $5.98 to $13.98. Safely items are designed and manufactured in the United States and are now available in 1,700 Walmart stores and at Walmart.com.

The collaboration with Jenner and Grede follows the Walmart-exclusive launch last spring of Beautiful Kitchenware, co-created by Drew Barrymore. In 2020, the Bentonville, Ark.-based retailer debuted a home collection created with the stars of Netflix's "Queer Eye" reboot. Walmart also offers clothing and kitchen-goods lines from TV personality Ree Drummond, better known as "The Pioneer Woman." Last month, the retail giant introduced a home-organization collection created with the stars of the Netflix series "Get Organized With the Home Edit."

In a news release about Safely's Walmart debut, Jenner said she has been a Walmart shopper for years and has been "greatly inspired" by the company's mission to help shoppers across the U.S. save money and live better. "It is more important than ever for families to have access to cleaning products that work hard but are also safe," Jenner said. 

"When we choose where to sell our products, it's important to us that the retailer shares our core values," Grede stated. "Working with Walmart will allow Safely to bring safe, affordable and beautiful cleaning products into every American home."