The Rise Of The Cleanfluencers: Who Are They And Why Are They So Popular?

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Cleanfluencers are all the rage now. You’ve probably seen them across the social media spheres, with tips and tricks for how to keep your home clean and organized. I think I met my first cleanfluencer in 2014 when I heard Dana White talking about her tips on how to manage your home without losing your mind. She’s now got multiple books out, with the latest one due to launch in 2022: Organizing for the Rest of Us: 100 Realistic Strategies to Keep Any House Under Control.


What is a Cleanfluencer?

With the mass shutdown of so many businesses in 2020, more cleaning experts took their talents to the interwebs, specifically TikTok, YouTube and Instagram. The latest brands of cleanfluencer are carving out an increasingly popular niche, one where perfection is the goal. Who are these cleanfluencers? 

Sophie Hinch

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Sophie Hinchliffe (@mrshinchhome) • Instagram photos and videos

Sophie Hinch has more than 4 million followers on Instagram and a book: Hinch Yourself Happy: All The Best Cleaning Tips To Shine Your Sink And Soothe Your Soul. Her followers are called the “Hinch Army” or “Hinchers.” Her followers say that she’s been instrumental in changing their lives with tips and tricks that make daily chores faster and easier. She makes me believe that house cleaning can be fun and enjoyable. 

Lynsey Crombie

Called “Queen of Clean,” Lynsey Crombie has 254,000 followers on Instagram. 

In an interview with Harper’s Bazaar, Lynsey says, “My cleaning was triggered by trauma – two combinations caused a frenzy sort of effect with me. And I just turned to cleaning.” She also just launched a book this year: The 15-Minute Clean: The quickest way to a sparkling home.

Gemma Bray

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A post shared by Gemma Bray (@the_organised_mum)

Gemma Bray is “The Organized Mom,” with more than 200,000 followers on Instagram. She also offers a free housekeeping schedule, along with Youtube videos, and a podcast. Her journey as a cleanfluencer began 15 years ago, when she found herself overwhelmed as a new mom. She was determined that she would not allow cleaning to take over her life. So, she developed a housekeeping method that works. Since then, she has two bestselling apps and two bestselling books. Her goal is to help parents around the world to avoid becoming overwhelmed. 

Why Are Cleanfluencers So Popular?

Even the cleanfluencers themselves appear to be shocked by how popular they’ve become in the last year. With so many millions of people working remotely or hybrid, the timing has been perfect for those solutions that make it quick and easy to clean and organize. Even now, some statistics still say that 55% of brands still offer some opportunity for remote work.

It’s also part of the frugal living and savings space. After all, many of those millions of Americans who have been working remotely also learned how nice it is to save money on commutes, wardrobe, and so many other features related to working lives. Why not save with your cleaning habits too, particularly when you can tap into all those free videos and other hacks?

The cleanliness and hygiene markets have probably benefited from the new focus on sanitization with everything else that’s going on in the world today. Beyond the cleaning tips and hacks, there’s a plethora of fun products and services hitting the market. And, everyone appears to be clamoring for more. 

Here are just a few examples of products promoted by cleanfluencers. 

  • Sph2onge: These sponges, designed to just be used with water, are ultra-absorbent and even machine washable!

  • Dishmatic: It’s easy to replace the heads on this fan-favorite handled sponge!

  • The Pink Stuff: You’ve probably already heard of this cleaner with a cult following – it can get off even old stains on pots and pans! While you’re at it, check out the full line of StarDrops cleaning products.

  • Air Wick: If you haven’t already tried these air fresheners, it’s time. 

  • Pledge wood cleaner: Pledge seems to have a product for just about every need, and their wood cleaner has 4.5 stars with over 2,000 reviews.

The work of cleanfluencers is never quite done, though. Some avid fans are also finding the videos strangely therapeutic. Melissa Maker, who runs Clean My Space, talks about how her videos have helped widowers who have lost their spouses. A video about emotional clutter particularly resonated with her audience. Maker says, “We’ve helped people get through depression. We’ve helped people with mobility issues.” She also admits, “Even though I hate cleaning, I really, really love the impact that this has had on people.”

That’s one of the biggest revelations about the cleanfluencer movement. Cleaning and organizing can have such a wonderful calming and healing effect. Although no wide-ranging studies have yet been conducted to my knowledge, I’d be curious to see if cleaning and organizing has been one of the ways that people have coped through the last 18+ months.


What are your thoughts on cleanfluencers? Do you have a favorite? We’d love to hear more about it in the comments below.

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