Safely expands surface products portfolio with new multi-surface wipes
The wipes are designed to tackle everyday messes effectively while being gentle on the surfaces they clean.
USA – Safely, an American household cleaning brand, has introduced its multi-surface wipes at Kroger Family Stores across the United States.
The new wipes combine eco-friendly, plant-based cleaning formulas with elegant fragrances, offering a smooth, effortless solution for tackling everyday messes.
According to the brand, the wipes are made with naturally derived surfactants that effectively remove dirt and grime without the use of harsh chemicals.
The product comes in two distinctive fragrances: Sunrise, a refreshing mix of gardenia and tuberose enhanced by mint and sage, and Calm, an aromatic blend of lavender, coconut milk, and lemon combined with warm undertones of tonka, rose, vanilla, and guaiac wood.
Kris Jenner, co-founder of Safely, stated, “I’m so excited to finally add multi-surface wipes to our product lineup.”
“Wipes make it so easy to clean anything from a small spill to a full home wipedown, and with our amazing scents, they make the cleaning experience even better.”
The brand produces a variety of eco-friendly cleaning products, including hand soaps, dish soaps, laundry detergents, and surface cleaners.
The Multi-Surface Wipes join the brand’s lineup of surface cleaning solutions, which includes various Universal Cleaners (available in Calm, Bright, Fresh, and Sunrise variants) and Glass Cleaners (available in Calm and Regular variants).
Recently, the brand launched a holiday collection exclusively at Target.
The set includes hand soap, room spray, power dish spray, and a universal cleaner.
This special-edition set features three festive fragrances, including forest pine, gingerbread chai, and cranberry jubilee.
Safely remains committed to redefining home cleaning through sustainable, high-performance solutions.
Its formulas are free from parabens, phthalates, dyes, bleach, sulfates, stabilizers, ammonia, PFAS, and endocrine disruptors, ensuring a safer cleaning experience without compromising effectiveness.
In addition, the brand does not test its products on animals.
Safely is dedicated to sustainability beyond its formulas, aiming to reduce plastic waste through packaging.
Currently, its packaging bottles are made with 30% post-consumer recycled (PCR) material.
The company aims to reach 100% PCR by 2025 and transition to ocean-sourced plastics by 2030.
Safely has been awarded Green Seal Certification and is a certified B Corporation™ (B Corp™), reinforcing its dedication to environmentally responsible and ethical business practices.
The wipes have been unveiled when the global market for wipes is expected to increase from USD 5.16 billion in 2025 to USD 8.04 billion by 2032, exhibiting a CAGR of 5.70% during the forecast period, according to Fortune Business Insights.
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