Cleaning used to be something people hid from social media. Today, it’s entertainment, therapy, and even a full-time career. Scroll through TikTok or Instagram and you’ll find creators scrubbing sinks, restocking pantries, and polishing stovetops with the kind of care once reserved for art. These are the cleaning influencers, or “cleanfluencers,” who’ve turned everyday chores into something oddly satisfying to watch.
Their videos draw millions of views, not just because of spotless counters and sparkling tiles, but because they offer a moment of calm in the chaos. There’s a rhythm to it all: the sound of a sponge against glass, the slow reveal of a clean surface, the transformation from mess to order. It’s visual peace, and audiences can’t look away.
Brands have noticed too. Cleaning influencers are now shaping consumer habits, driving sales for everything from eco-friendly sprays to smart home gadgets. They’ve built loyal audiences based on trust, relatability, and results, the perfect mix for partnerships that work.
Below, we explore the top 15 cleaning influencers who have mastered the art of turning grime into glamor, and why their influence extends far beyond a spotless home.
The Titans of Tidy: Your Guide to the Top 15 Cleaning Influencers
They make cleaning look effortless, turn scrubbing into storytelling, and transform everyday products into household names. These creators have built entire communities around the simple joy of making things shine. Whether they’re showing quick hacks on TikTok, detailed tutorials on YouTube, or spotless aesthetics on Instagram, each of them has a unique way of making clean contagious.
1. Mrs. Hinch (@mrshinchhome)
Platform(s): Instagram / TikTok
Followers: 4.8M+
Why She Stands Out: The original cleaning influencer who turned tidying into therapy.
Description: Sophie Hinchliffe, better known as Mrs. Hinch, transformed the way people think about cleaning. Her soothing tone, signature “Hinch haul,” and relatable storytelling make her feel like a friend rather than a distant influencer. She’s built a loyal audience that follows her not just for spotless homes, but for comfort and calm.
2. Vanesa Amaro (@vanesa_amaro91)
Platform(s): TikTok / Instagram / YouTube
Followers: 5.6M+
Why She Stands Out: The “Queen of CleanTok” who makes cleaning fun and accessible.
Description: Vanesa Amaro mixes humor, honesty, and practical advice, showing that cleaning doesn’t have to feel like work. From tackling everyday messes to testing viral hacks, she’s built trust through transparency. Her approachable content makes her a perfect match for lifestyle and cleaning brands that value authenticity.
3. GoCleanCo (@gocleanco)
Platform(s): Instagram / TikTok
Followers: 2.4M+
Why They Stand Out: The professional cleaning crew that turned tutorials into viral gold.
Description: Based in Canada, GoCleanCo blends expert technique with cinematic cleaning transformations. Their videos are equal parts educational and satisfying to watch. They’re known for their attention to detail and signature “bleach, water, and Tide” formula, which has become legendary among their followers.
4. Auri Kananen (@aurikatariina)
Platform(s): TikTok / YouTube
Subscribers: 4.5M+
Why She Stands Out: The global cleaning hero who helps those in need.
Description: Auri Kananen brings compassion into cleaning. She’s known for traveling the world to clean the homes of people struggling with physical or emotional difficulties, for free. Her content is about more than spotless rooms; it’s about dignity, kindness, and the power of starting fresh.
5. Clean That Up (@cleanthatup)
Platform(s): TikTok / Instagram
Followers: 1.9M+
Why They Stand Out: The go-to source for quick cleaning hacks and product tips.
Description: Brandon Pleshek, the face behind Clean That Up, mixes humor with expertise. His short-form videos are packed with practical advice, from removing carpet stains to organizing supplies. He’s relatable, creative, and perfectly aligned with brands that want their products to feel useful, not pushy.
6. Melissa Maker (@cleanmyspace)
Platform(s): YouTube / Instagram
Followers: 2M+
Why She Stands Out: The professional educator who built a cleaning empire.
Description: As the founder of Clean My Space, Melissa brings a structured, professional edge to cleaning content. Her tutorials are detailed and data-backed, making her an authority figure in the niche. She’s ideal for brand collaborations that value credibility and long-term strategy.
7. Clean Girl (@_The_Clean_Girl)
Platform(s): YouTube / TikTok
Followers: 18.2M+
Why She Stands Out: The viral cleaning sensation turning everyday chores into cinematic satisfaction.
Description: Clean Girl has taken YouTube by storm with her visually hypnotic cleaning videos — sparkling countertops, spotless floors, and perfectly timed ASMR moments. Her content blends entertainment and motivation, making cleaning feel luxurious rather than laborious. For brands, she represents massive reach, high engagement, and the power of aesthetic-driven storytelling that sells without saying a word.
8. The Organised Mum (@the_organised_mum)
Platform(s): Instagram / TikTok / Blog
Followers: 356K+
Why She Stands Out: Creator of the viral TOM (The Organised Mum) method — the structured cleaning system loved by busy households.
Description: Gemma Bray turned her personal cleaning routine into a global movement. Her TOM method breaks down home care into manageable daily tasks, empowering followers to clean smarter, not harder. With her practical tone and loyal community, she’s the go-to collaborator for brands focused on efficiency, family life, and everyday simplicity.
9. Tidy With Spark (@tidywithspark)
Platform(s): TikTok / Instagram
Followers: 293K+
Why She Stands Out: The relatable mom who shows real-life messes and quick wins.
Description: Tidy With Sparkle shares cleaning from a family perspective. Her videos are spontaneous, funny, and genuinely helpful, perfect for brands that want to connect with everyday households looking for practical solutions.
10. Rochelle N. Stewart (@operation_niki)
Platform(s): Instagram / TikTok / YouTube
Followers: 4.3M+
Why She Stands Out: Transforming extreme cleans into emotional storytelling and visual therapy.
Description: Rochelle N. Stewart, the creator behind Operation Niki, has built a massive following by turning deep-cleaning sessions into powerful, cinematic experiences. Her “clean with me” videos go beyond the surface, combining restoration, transformation, and motivation. For brands, her influence lies in authenticity and emotional connection, every scrub tells a story of renewal that resonates across millions of viewers.
11. Catherine Benson (@catben__catben)
Platform(s): TikTok / Instagram
Followers: 12.9M+
Why She Stands Out: The comedic cleaning creator who makes spotless homes and messy humor go hand in hand.
Description: Catherine Benson brings laughter and relatability to the world of cleaning. Her TikTok videos blend humor, storytelling, and satisfying cleaning moments, proving that tidying up doesn’t have to be serious to be inspiring. With over 12 million followers, she bridges entertainment and lifestyle content — making her an ideal partner for brands seeking reach, engagement, and personality-driven storytelling.
12. The Folding Lady (@thefoldinglady)
Platform(s): Instagram / TikTok
Followers: 4.2M+
Why She Stands Out: Turning folding into an art form.
Description: Sophie Liard made folding and organizing go viral. Her precise, visually pleasing videos bring order to chaos and align perfectly with home organization brands and lifestyle collaborations.
13. Lynsey Queen of Clean (@lynsey_queenofclean)
Platform(s): Instagram / TikTok / Television
Followers: 1M+ combined
Why She Stands Out: The UK’s most recognized cleaning expert, combining traditional know-how with modern content flair.
Description: Lynsey is more than a cleaning influencer, she’s a household name. Known from TV and her upbeat social media presence, she brings humor and expertise to every post. Her mix of practical advice and relatable personality makes her a trusted partner for cleaning, home, and lifestyle brands targeting families and everyday consumers.
14. Anna Louisa (@anna_louisa_at_home)
Platform(s): Instagram / TikTok
Followers: 1.2M+
Why She Stands Out: Cozy interiors, calming cleans, and the art of slow living.
Description: Anna’s content feels like a deep breath in the chaos of everyday life. She blends gentle cleaning routines with home styling and mindfulness – creating an aesthetic space where clean meets calm. Her influence resonates with brands in the home, wellness, and eco-living spaces looking for authentic, lifestyle-led collaborations.
15. Nancy Birtwhistle (@nancy.birtwhistle)
Platform(s): Instagram / YouTube / Books
Followers: 1M+
Why She Stands Out: Sustainability meets sparkle – green cleaning at its finest.
Description: Best known as a former Great British Bake Off winner turned sustainability advocate, Nancy brings a science-backed, eco-conscious approach to cleaning. Her homemade, chemical-free solutions and educational tone attract eco-friendly and sustainable household brands aiming to reach audiences who care about both cleanliness and the planet.
Why Cleaning Influencers Dominate TikTok, Instagram, and YouTube
The magic of cleaning influencers is that they turn something ordinary into pure visual satisfaction. It’s not just about clean homes, it’s about the stories those homes tell. Across TikTok, Instagram, and YouTube, the cleaning niche has evolved into one of the most engaging and trustworthy spaces on social media. Each platform gives creators a different stage, and brands a different kind of opportunity.
TikTok: Where Cleaning Goes Viral
TikTok is the heartbeat of the cleaning community. Quick clips, soothing scrubbing sounds, and dramatic before-and-after shots capture millions of views in seconds. The rhythm of a mop gliding across tiles or the sparkle of a newly polished sink triggers an almost instant emotional response.
Cleaning influencers thrive here because the content is fast, real, and deeply satisfying. Every brush stroke feels earned. For brands, TikTok is a chance to blend entertainment with education, introducing products through genuine demonstrations that people actually enjoy watching.
Instagram: The Aesthetic Side of Clean
Instagram brings beauty and aspiration into the world of cleaning. It’s where spotless countertops, perfectly arranged supply shelves, and calming restock videos take over feeds. Cleaning influencers here are curators of calm, mixing lifestyle and design with cleaning tips that inspire their followers to create spaces that look and feel peaceful.
This is where brands connect with audiences who love order and minimalism. Whether it’s showcasing eco-friendly products or stylish cleaning tools, Instagram campaigns built around visual harmony perform exceptionally well.
YouTube: Tutorials That Teach and Convert
If TikTok is for quick inspiration, YouTube is for commitment. Long-form cleaning videos are where creators show their expertise. Viewers come to learn, stay to relax, and often end up buying the products they see in action.
Cleaning influencers on YouTube break down techniques, compare brands, and deliver results that audiences can trust. The longer watch times build credibility and boost conversions, which makes YouTube the strongest platform for campaigns that aim to educate and sell at the same time.
Why We Can’t Look Away: The Psychology of Cleaning Content
Cleaning videos are not just about soap and sponges. They speak to something deeper, the human need for order, control, and comfort. When life feels chaotic, watching someone restore calm to a messy room feels oddly healing. The more clutter disappears, the better we feel. That is the true power behind cleaning influencers.
Catharsis in a Chaotic World: The Illusion of Control
There’s a reason millions of people find peace in watching someone clean a sink or vacuum a carpet. Cleaning videos offer control in a world that often feels unpredictable. As the dirt fades, anxiety fades with it. Influencers who show real messes, not staged perfection, connect deeply with audiences who see their own homes in those moments.
It’s not about pretending life is spotless. It’s about reminding people that even the biggest mess can be fixed with small, steady effort.
The ASMR Effect: How Sounds and Sights Trigger Relaxation
The gentle spray of a cleaner, the click of a freshly closed cabinet, or the rhythmic swipe of a cloth, these sounds have become part of what fans call “cleaning ASMR.” They trigger sensory calm and quiet satisfaction.
Cleaning influencers often lean into this intentionally, using crisp audio and slow-motion visuals that make ordinary chores feel cinematic. For viewers, it’s not just entertainment, it’s therapy in motion.
From Guilty Pleasure to Genuine Hobby: The Rise of Cleanfluencers
What started as a niche category has become a lifestyle movement. “Cleanfluencers” have redefined what it means to care for a home. Their followers don’t just watch; they participate. They share progress photos, join challenges, and celebrate cleaning as an act of self-care.
Brands benefit from this shift too. When influencers integrate products naturally into their routines, it feels like a recommendation from a friend, not an ad. That trust is what keeps this niche thriving.
How to Partner with Cleaning Influencers Using Hypefy
Partnering with cleaning influencers is more than sending a few free products and hoping for a post. It’s about finding creators who genuinely connect with your brand’s values and audience. Cleaning content works because it feels real, and the right collaboration keeps it that way.
That’s where Hypefy helps. It simplifies every step of the process so brands can focus on building relationships, not managing spreadsheets.
1) Discover Verified Cleaning Influencers with Real Engagement
Hypefy’s influencer discovery tool lets you filter creators by niche, platform, location, and performance metrics. Instead of guessing who might be a fit, you can see verified engagement data and audience demographics before outreach begins.
2) Analyze Audience Demographics, Content Style, and Brand Alignment
Cleaning influencers have distinct tones, some educational, others calming or humorous. Hypefy helps brands analyze not only numbers but also content style and tone. This ensures every partnership feels authentic, reaching audiences who are already primed to care about your message.
3) Manage Outreach, Contracts, and Payments Seamlessly
No more back-and-forth emails or lost agreements. Hypefy’s centralized dashboard keeps outreach, contracts, and payments in one place. Each campaign runs smoothly, from negotiation to final delivery, with full transparency for both sides.
4) Measure Performance with AI-Driven Insights
The real power lies in knowing what works. Hypefy’s analytics tools track clicks, engagement, and conversions across all platforms, giving you clear visibility into ROI. Campaign results become data-backed proof of performance, not just impressions on a screen.
Key Takeaway: Cleaning Influencers Turn Everyday Routines into Marketing Gold
Cleaning influencers prove that influence doesn’t need to be loud to be powerful. Their content is built on trust, consistency, and everyday relatability, the same values that drive real purchasing decisions.
When a creator genuinely loves a product, their followers notice. Whether it’s a new vacuum, eco-friendly cleaner, or clever storage hack, these recommendations move people to act because they come from authentic experience, not a script.
For brands, working with cleaning influencers means entering homes in the most natural way possible. It’s not about flashy campaigns or celebrity status. It’s about real people showing real results. And that is where marketing turns into something far more meaningful, connection.
Related Articles to Read:
If you’re exploring how to build stronger, more professional collaborations with creators, these guides will help deepen your strategy:
- How to Negotiate with Influencers: Strategy, Transparency & Win-Win Deals — Learn how to approach influencer partnerships with confidence, clarity, and mutual respect.
- Influencer Payment Methods: How to Pay Creators Fairly, Fast, and Globally — Explore modern payout solutions and best practices for managing influencer transactions worldwide.
Influencer Rate Card: How to Price, Negotiate & Win (The 5 Pillars of Smart Pricing) — Discover how creators set their rates and how brands can align pricing with real value and performance.
