With a brillo pad in one hand and and an iPhone in the other, cleanfluencers are the latest tribe of social media stars to attract millions of adoring subscribers and followers. Their USP? An ability to create a spotless, orderly home.
Netflix’s Marie Kondo may have given tidying cultural cachet, but these influencers have carved out their own niche in the world of “cleanfluencing” with their hints and tips on how to maintain the perfect Instagrammable home. We’re not talking about interiors advice, but rather decluttering and tidying.
Many of these clean gurus have amassed an army of loyal devotees in a short space of time. Take 28-year-old Sophie Hinch and her two million idolisers, who call themselves the “Hinch Army” or “Hinchers”. Her cleaning book became the second fastest-selling title ever on the Bookseller’s non-fiction chart this month and supermarkets are selling out of Zoflora thanks to an Instagram post that endorsed one of its products.
Other leading cleanfluencers include the “Queen of Clean” Lynsey Crombie, who has 133,000 followers and published her book, How to Clean Your House, last month. Her love of cleaning came was born amid personal obstacles. “My cleaning was triggered by trauma – two combinations caused a frenzy sort of effect with me. And I just turned to cleaning,” she told us.
There are many others who have picked up the cleaning bug. Gemma Bray, “The Organised Mum”, has 148,000 followers and a book entitled Clean Mama. Then there’s Becky Rapinchuk, with her 250,000 Instagram devotees and Canadian-born Melissa Maker, who has over one million YouTube subscribers.