All three admitted to being neatniks, but Jenner, as always, took the lead, outlining behaviour that would make Marie Kondo proud: weekends spent organising her closets and lining up the points of her shoes just so; the habitual purging of drawers and the deployment of “doodads,” as she put it, within, to make the contents smell nice.

Longtime watchers of Keeping Up With the Kardashians will recall scenes that showed off Jenner’s exacting taste, and her desire for precision in furniture placement as well as storage areas.

“In my DNA is the extremely strong desire to always be cleaning everything,” she said. As a young mother with four children, she was an enthusiastic Pine-Sol user. “If I had that smell, that meant my house was clean,” she said. “I’ve done a 180 in the way I identify what clean means to me.”

Of course, Safely is not the first disrupter of the cleaning space, as marketers like to say. At the turn of the last millennium, in the post-feminist world where an earlier iteration of Martha Stewart once reigned, places of drudgery, like laundry rooms, became aspirational spaces.

What is particular about Safely is not its celebrity boosters, or even its contents. I tried all six of its products, from the Hand Sanitiser, US$6, to the Everyday Laundry Detergent, US$14. They have pleasant, mild scents: the Universal Cleaner, US$6, smells like lemon grass; the Hand Soap, also US$6, faintly musky, like sandalwood. They did their jobs.

It is the packaging that is notable.

The containers are simple, and oversize. There is barely any type; the logo, the only discernible graphic, is a large white water drop shape. The different cleaners come in a medley of glowing, minty greens. The whole is distilled into the kind of generic yet brightly coloured minimalism that plays so well on Instagram. The products read like Product, with a design so reductive there could be anything in there.

Why not, as Jenner pointed out, have a coherent array of bottles under your sink, instead of “a bunch of mishmash or doodads that don’t go together?”

The New York Times