THEY polish floors, vacuum carpets and make houses shine. The "cleanfluencers" are experts at cleaning who share their top advice on the social networks.
It's a formula for success, and it's generating millions of likes on Instagram and TikTok. Because tidying up your house can also be good for the morale.
When it comes to personal development, we've seen just about everything, from the "Miracle Morning," which advocates getting up super early in the morning to read, do yoga or meditate, to the Marie Kondo method for folding your socks with joy. But we can't ignore the reach of the "cleanfluencers."
These cleaning aficionados polish interiors and share their best tips for making home sparkle. But the appeal goes beyond having a gleaming home. Because polishing your floor can be soothing and calm anxiety.
For proof of the interest in this cleaning trend, look no further than Instagram, where the hashtag #cleaningtime has tallied more than 127,000 mentions and the extreme #cleaningobsessed is associated with 93,400 publications by fans of polishing.
Make your soul shine like a new penny
Back in 2019, Hinch, the ruler of clean on Instagram, popularised the concept with her book 'Hinch Yourself Happy: All The Best Cleaning Tips To Shine Your Sink And Soothe Your Soul'.
Fans literally pounced on the book upon its release, selling 160,302 copies in one week in the UK. The figures made the Hinch matriarch's book the second fastest-selling non-fiction title of all time.
The Essex hairdresser with the impeccable blonde hair, Sophie Hinchliffe, followed by more than 4 million people, has now published her fourth book.
And the cleaning niche is getting bigger. Other cleaning experts have also taken their scrubbers to the web. Such as Lynsey Crombie, aka "Queen of Clean."
The influencer with 246,000 followers on Instagram and 500,000 views on TikTok has published several books, including 'How To Clean Your House'. And fans are there for it.
It's an argument to convince your offspring the next time they are reluctant to clean their room. – ETX Studio, August 7, 2021
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