safely detergent review hero
Keith Greenbaum/Safely

  • Value: 17/20
  • Ease of Use: 19/20
  • Quality: 19/20
  • Scent: 20/20
  • Stain-Fighting Ability: 18/20
TOTAL: 93/100

When it comes to celebrity collaborations, I’m a skeptic. Just because a star’s name is backing the brand doesn’t mean it’s actually any good. Often, it feels like an excuse for the brand to charge more. So, when I was sent the Safely Clean Freak Kit (co-founded by momager extraordinaire Kris Jenner and Good American CEO Emma Grede) over the summer, I initially brushed it off. And then, a few months later, I found myself frantically clicking refresh on Safely’s website, hoping my eyes were deceiving me that its Spring Everyday laundry detergent wasn’t actually sold out.

Turns out, it’s sold out twice since its launch, developing a cult following that’s gained enough momentum to catapult the brand into 1,700 Walmart stores nationwide, as well as being sold on the chain's website. So, what prompted all this fanfare? Here’s what converted me over the past few months.

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safely everyday laundry detergent review
SAFELY

The Scent Will Make You Actually Look Forward to Doing Laundry

Like other premium detergents on the market, the scent skews more perfume-like than the traditional lemon fresh or classic “clean linen” we’ve been raised to associate with laundry day. In fact, that’s the nicest part of using Safely: The Spring scent is like a high-end candle’s take on walking through a field of wildflowers. It features musk, amber, sandalwood and patchouli base notes, middle notes of jasmine, violet and heliotrope and geranium, orris and rose top notes. It seems like a lot, but the fragrances come together to create a clean, lightly floral scent that wafts through the air the moment you uncap the bottle and lingers on your freshly dried clothes.

If you’re sensitive to fragrance, this is not for you. As someone who doesn’t wear perfume, I enjoyed the faint lingering aroma on my clothes; it became a sort of signature scent for me and made the ritual of flipping and folding laundry just a bit more tranquil.

chocolate ice cream stain removal
CANDACE DAVISON

They’re Part of a One-Two Punch I Use to Tackle Stains

The smell is great and all, but it’s pretty meaningless if the detergent can’t actually clean clothes. Thankfully, that’s not the case here. It—combined with a Seventh Generation Laundry Stain Remover spot treatment—has helped me keep my preschooler’s clothes relatively stain-free, a feat considering the 92-degree day when we went out for ice cream and she completely covered herself in it. (See the results above.)

Admittedly, this combo isn’t entirely effective (I’m still staring at chocolate milk stains on a white cotton tee that refuse to budge), but I’ve yet to find a detergent and stain remover combo that can get out everything.

The other con worth noting? The cap seems to drip easily, leaving the bottle itself in need of a wipe-down about once a week. A minor nuisance, but it’s been a recurring issue with every bottle I’ve tried.

So, Is Safely Detergent Actually Safe? Yes, With a Caveat

The brand touts itself as being plant-powered, avoiding sulfates, stabilizers, parabens, phthalates, dyes and animal byproducts. And, overall, the Environmental Working Group has given the detergent a B rating in terms of its impact on the environment and your health. (The ingredients give the organization “some concern” about causing asthma/respiratory problems, skin irritation and, potentially, developmental and reproductive issues.)

The Bottom Line:

If you want a solid detergent with an incredible scent, check out Safely. It’s relatively affordable, as far as premium, plant-based detergents go, and if people stop by while you’re doing laundry, prepare for them to ask what oils you’re putting in your diffuser, or what candles you’re burning. Your call whether you reveal the true source.

BUY IT ($14)

The PureWow100 is a scale our editors use to vet new products and services, so you know what’s worth the spend—and what’s total hype. Learn more about our process here.

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