What Safely does

Safely is a women-founded, Austin-based direct-to-consumer personal safety brand that designs and sells multi-functional self-defense devices, pepper sprays, gels, training products, and accessories primarily to women in the United States. The company was established by four co-founders who met at The University of Texas at Austin and is currently led by Ashley Raymond and Meagan Doyle. Its core hardware platform centers on the Sidekick (a patent-pending 5-in-1 device combining pepper spray or gel, a 130dB personal alarm, an LED flashlight, interchangeable Knux or Strap grips, and swappable keychain/safety spike attachments) and the SOS Sidekick (a 6-in-1 variant that integrates invisaWear SOS technology with ADT-backed 24/7 emergency response, live-location sharing, and emergency-contact alerts via a companion app). Supporting products include standalone pepper spray and pepper gel canisters with UV marking dye, water-filled practice sprays for training, college-focused safety kits, confidence bundles, replacement inserts, and branded merchandise.

Safely generates revenue through one-time hardware sales priced from $9.95 to $129 across devices, kits, bundles, and accessories, supplemented by a recurring SOS monitoring subscription at $14.99 per month (with the first 30 days included free on SOS Sidekick purchases). Distribution is anchored on a Shopify-based DTC storefront at livesafely.co and extended through national running specialty retail (Fleet Feet with 20+ locations across 10 states, Runners Roost in Colorado, Charm City Run in Maryland, plus several other independents), the University Co-op in Austin, and convenience and liquor stores across multiple states; products are not currently shipped outside the US and face state-specific shipping restrictions on pepper-based products and certain grip variants.

Operationally, Safely is a privately held company that appears to be bootstrapped, with 1-10 employees and no disclosed institutional funding. The company has accumulated third-party validation including SafeWise's #1 Pepper Spray ranking for women's safety in 2025, a 4.9-star average customer rating across more than 150 on-site reviews, and reported reach of 1M+ people empowered through its safety tools and educational programming. The technology moat rests on patent-pending industrial design and the invisaWear/ADT emergency-response integration that competitors in the pepper spray category have not replicated.

Name

Safely

Legal name

Safely Inc.

Website

https://livesafely.co

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Safely is a women-founded, Austin-based direct-to-consumer personal safety brand selling multi-functional self-defense devices (the 5-in-1 Sidekick and 6-in-1 SOS Sidekick), pepper sprays, gels, and accessories primarily to runners, college students, and women across the United States.

Ownership category

akta.pro rank

Product category

Personal Safety Products

NAICS

Security Systems Services (except Locksmiths) (561621)

SIC

Cutlery, Handtools & General Hardware (3420)

akta.pro primary industry

Personal Safety Wearables (SOS, fall detection) (CRACAIAH)

Keywords

• Personal safety devices
• Self-defense tools
• Pepper spray products
• Women safety products
• Emergency response devices

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations

Revenue model

1. Hardware Product Sales: One-time purchase revenue from selling physical safety devices including Sidekick ($49.95-$64.95), SOS Sidekick ($99.95-$104.95), Pepper Spray ($19.95), Pepper Gel ($19.95), Practice Spray ($9.95), bundles, and accessories. Products ship across the US with free shipping on orders over $40.
2. SOS Monitoring Subscription: Optional recurring subscription for SOS Sidekick users providing 24/7 ADT-backed emergency response, live location sharing, and emergency contact alerts. Includes 30-day free trial; continues at $14.99/month after trial. Cancelable anytime.

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels10 records

Core offering

Safely designs and sells multi-functional personal safety devices and pepper-spray-based self-defense tools targeted at women, runners, and college students. Its flagship offerings are the patent-pending Sidekick (a 5-in-1 device combining pepper spray/gel, a 130dB personal alarm, LED flashlight, ergonomic grip, and safety spike/keychain attachments) and the SOS Sidekick (a 6-in-1 version with invisaWear SOS technology that connects to ADT's 24/7 emergency response dispatch). Supporting the devices are standalone pepper spray and gel keychains, a water-filled Practice Spray for training, themed bundles (Campus Safety Kits, Confidence Kit, Sidekick Duo), and accessories sold primarily through a Shopify D2C storefront and running-specialty retail partners.

Product overview

Safely is a women-founded personal safety brand offering a portfolio of physical self-defense products designed for everyday carry. The core product line centers on two multi-tool safety devices: the Sidekick (5-in-1) and the SOS Sidekick (6-in-1, with ADT-backed emergency response via invisaWear integration). Supporting products include pepper spray and pepper gel formulations (available as standalone keychain units or built into devices), practice sprays for training, and various bundles and kits targeting college students and runners. The company also offers accessories (grips, attachments, replacement canisters), merchandise (hats, mugs), and college-focused safety kits. Products are primarily sold directly to consumers in the USA, with availability varying by state due to pepper spray regulations.

Differentiator

Problem solved

Functional benefit

Products and services

• Sidekick The Sidekick is a 5-in-1 personal safety device combining max-strength pepper spray or gel, a 130dB personal alarm, an LED flashlight, an interchangeable Knux or Strap grip, and swappable safety spike/keychain attachments into one compact ~4 oz tool designed for everyday carry by women.
• SOS Sidekick The SOS Sidekick is a 6-in-1 personal safety device that includes all Sidekick features plus a dedicated SOS button that activates invisaWear technology to alert emergency contacts with live location and connect the user to ADT's 24/7 trained emergency response team.
• Pepper Spray + Keychain A compact keychain-format pepper spray with max-strength OC formula (1.4% Major Capsaicinoids), UV marking dye, safety lock, 10-foot spray distance, 25 bursts, 4-year shelf life, and a glow-in-the-dark nozzle option available in 9 colors.
• Pepper Gel + Keychain A keychain-format pepper gel with the same lab-tested max-strength 1.4% Major Capsaicinoids formula as the pepper spray, in a thick sticky gel that clings to skin on contact and minimizes blowback. Available in multiple colors including a glow-in-the-dark option.
• http://livesafely.co/cdn/shop/files/practicespraypinky.jpg?v=1745096777 A 100% water-filled training spray that matches the form factor and operation of the real Sidekick/pepper spray, enabling mess-free muscle-memory practice at home. Fits in the same case as pepper spray; Pinky Training Poster available as add-on.
• http://livesafely.co/cdn/shop/files/College_Bundle_6.png?v=1785866696 A $79 college-focused safety bundle including a Sidekick (5-in-1) with Strap Grip, Pepper Spray with Motel Keychain, Practice Spray with Pinky Training Poster, and NightCap drink cover. No subscription required.
• http://livesafely.co/cdn/shop/files/CollegeBundle_5.png?v=1785866527 A $129 college safety bundle including an SOS Sidekick (6-in-1) with Strap Grip, Pepper Spray with Motel Keychain, Practice Spray with Pinky Training Poster, NightCap drink cover, and 30 days of ADT-backed emergency support.
• http://livesafely.co/cdn/shop/files/bundlesafelyconfidencekitcover.png?v=1762481718 A complete personal safety bundle positioned as a self-defense gift set, including the Sidekick device and curated accessories, priced from $69.90.
• http://livesafely.co/cdn/shop/files/bundlesidekickduocover.png?v=1762479876 A two-pack of Sidekick personal safety devices priced at $129.75, intended for shared protection between two people or as a gift pairing.
• http://livesafely.co/cdn/shop/files/safely_pepper_practice_bundle_cover.png?v=1761234392 A bundle pairing pepper spray or gel with a 100% water practice spray, priced from $24.95, so users can train and then transition to live protection.
• http://livesafely.co/cdn/shop/files/pinkybundlecover.png?v=1761855583 A limited-edition bundle featuring pepper spray and practice spray with the Pinky skeleton mascot branding, priced at $29.95.
• http://livesafely.co/cdn/shop/files/bundlesafelypepperspray_practicespray3packcover.png?v=1762482320 A three-pack bundle of pepper sprays and practice sprays priced at $89.70, marketed for groups, gifting, or extended supply.
• http://livesafely.co/cdn/shop/files/motel_keychain_cover.jpg?v=1745094066 A standalone self-defense keychain priced at $11.95, designed as a compact everyday-carry carrying option that pairs with pepper spray.
• http://livesafely.co/cdn/shop/files/keychain_bundle_cover.png?v=1761234926 A bundle pairing the motel keychain with pepper spray for $26.95, providing both a carrying solution and active protection.
• http://livesafely.co/cdn/shop/files/pastel-baseball-hat-pastel-pink-front-67c64f723c84e.jpg?v=1741049724 A pink Safely branded baseball cap priced at $24.95, sold as part of the brand's merchandise collection.
• http://livesafely.co/cdn/shop/files/white-ceramic-mug-with-color-inside-red-15-oz-left-681117aae539b.jpg?v=1745950644 A 15oz ceramic coffee mug with Safely safety-brand messaging and a red interior, priced at $12.95.
• SOS Monitoring Plan A monthly subscription service for SOS Sidekick users that enables 24/7 ADT-backed emergency response dispatch, live location sharing with emergency contacts, and instant SOS alerts via the invisaWear companion app. Includes a 30-day free trial with the device purchase, then continues at $14.99/month and is cancelable anytime.

Quantifiable outcome

• 1M+ people empowered with safety tools and education
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered core, major and minor.

• invisaWearcoreTechnology or IntegrationCo-development partnership with invisaWear to create the SOS Sidekick, the first device to combine physical self-defense with real-time emergency response. invisaWear's SOS technology enables double-click activation that alerts emergency contacts with live location and connects to ADT's 24/7 emergency response team. Partnership originated from co-founder Ashley's personal experience when invisaWear co-founder Rajia Abdelaziz was threatened in an Airbnb.
• ADTcoreStrategic or Co-development PartnerADT provides 24/7 emergency response support for SOS Sidekick users. When SOS button is activated, ADT's trained emergency agents are alerted and can help contact 911 with the user's live location. First 30 days of ADT monitoring included free with SOS Sidekick purchase.
• Fleet FeetmajorChannel Partner/ Reseller/ DistributorRunning specialty retailer with 20+ locations nationwide stocking Safely products. Fleet Feet stores serve as physical retail presence for the brand in communities across AR, CO, CT, FL, MS, OH, OR, PA, TN, and TX.
• Runners RoostmajorChannel Partner/ Reseller/ DistributorColorado-based running specialty retailer with multiple locations stocking Safely products, including Boulder, Denver, Fort Collins, and other Colorado communities.
• Charm City RunmajorChannel Partner/ Reseller/ DistributorMaryland running specialty retailer with 7 locations in Annapolis, Baltimore, Bel Air, Columbia, Frederick, Gaithersburg, and Timonium, serving the running community with Safely products.
• Gazelle SportsminorChannel Partner/ Reseller/ DistributorMichigan-based running specialty retailer partnered with Safely for hands-on pepper spray demonstrations and runner safety education at events like the Amway River Bank Run Expo.
• SafeHornsminorGTM or Marketing PartnerUT Austin student organization focused on campus safety, partnered with Safely for empowering campus safety education and student preparedness initiatives.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mace Brand: Mace Brand is a long-established personal safety and security products manufacturer covering pepper spray, stun guns, and personal alarms. Direct competitor across Safely's core categories, with broader product breadth and decades of brand equity in self-defense.
• Streetwise Security Products: Streetwise Security Products manufactures a broad range of personal safety devices including pepper spray, stun guns, and personal alarms. Direct competitor across multiple Safely SKUs, with comparable price points and multi-product retail strategy.
• POM Industries: POM Industries markets a premium pepper spray with a keychain-style dispenser, sold directly to consumers and through retail. Most direct competitor on positioning (premium, women-friendly, compact keychain spray) and price point (~$20-30).
• Birdie: Birdie is a women-founded personal safety brand offering a popular personal safety alarm that has become a category-defining product. Direct competitor in the women's self-defense segment, with comparable DTC-driven brand and gift-channel positioning.
• SABRE: SABRE (Security Equipment Corporation) is the market-leading pepper spray brand in the US, offering a broad portfolio of OC sprays, gels, and personal safety alarms. Direct competitor to Safely in pepper spray retail and women's personal safety, with significantly larger scale and distribution.
• Vipertek: Vipertek manufactures consumer self-defense products including stun guns, pepper spray, and personal alarms sold through major online marketplaces. Direct competitor in the consumer self-defense category, with overlapping retail and price points.
• Kimber PepperBlaster: Kimber PepperBlaster offers a pistol-grip pepper spray launcher aimed at runners and outdoor users. Strong direct competitor in the runner/outdoor enthusiast segment Safely targets, with a focus on accuracy and shot-distance rather than multi-function devices.

Emerging players

• Revolar: Revolar makes a small, wearable personal safety device with a panic button that alerts emergency contacts and shares location. Comparable in the SOS + wearable safety category, with a tech-first positioning that overlaps with Safely's SOS Sidekick use case.
• invisaWear: invisaWear is the technology partner behind Safely's SOS Sidekick integration, offering its own line of jewelry and accessories with hidden SOS buttons that connect to a 24/7 monitoring service. Comparable in targeting the women's personal safety + emergency response category, with a distinct wearable-jewelry form factor.
• Wearsafe: Wearsafe offers a personal safety response service paired with a wearable device and subscription monitoring. Comparable in the subscription-backed personal safety service model that the SOS Sidekick + ADT integration replicates.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/safelyselfdefense
• YouTubeyoutube.com/@safelyselfdefense
• Facebookfacebook.com/safelyselfdefense
• Instagraminstagram.com/safelyselfdefense
• TikToktiktok.com/@safelyselfdefense
• LinkedInlinkedin.com/company/safelyselfdefense

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Safely