Safe and Sustainable by Design (SSbD) is a transformative approach to innovation that integrates functionality with safety, sustainability, and circularity from the earliest stages of development. By adopting a lifecycle perspective, SSbD not only minimizes risks to human health and the environment but also fosters purpose-driven innovation and strengthens industrial competitiveness. However, the practical integration of SSbD into iterative innovation processes remains a key challenge. To address this gap, this study conducted a comprehensive literature review of existing SSbD roadmaps, guidelines, and frameworks, aligning them with the early, mid, and late stages of innovation. Building on insights from the literature findings and practical examples from the packaging, textiles, automotive, energy materials, electronics, construction, and fragrance sectors, good practices were identified and structured across corporate, managerial, and operational levels. This study provides an up-to-date overview of the SSbD landscape and illustrates its implementation through good practices and value chain case examples. It demonstrates how SSbD can drive the development of safer and more sustainable chemicals, materials, products, and processes, contributing to several Sustainable Development Goals (SDGs), especially SDG3 ‘Good Health and Wellbeing’, SDG12 ′Responsible Consumption and Production’, and SDG6 ‘Clean Water and Sanitation’. As SSbD methodologies and tools continue to evolve, particularly for early-stage innovation, the approach is set to accelerate the transition toward sustainable, competitive, and resilient global markets in line with the European Union's goal for industrial competitiveness. • Provides a comprehensive, up-to-date overview of SSbD frameworks, roadmaps, and implementation approaches. • Presents a timeline summarizing key publications from science, policy, and industry that have shaped the evolution of SSbD. • Aligns existing SSbD approaches to the early, middle, and late stages of the innovation process. • Identifies good practices for integrating SSbD aspects at corporate, managerial, and operational levels. • Showcases practical examples of SSbD applications across seven industrial value chains.