The Atlantic

The People Who Love to Watch Other People Clean

The world is a mess. “Cleanfluencers” are here to help.
Source: Carol Yeppes / Getty

Shelly Hendy was at home, recovering from a miscarriage, and depressed. When a few friends suggested that she watch cleaning videos to relax, Hendy thought the idea was “ridiculous,” she told me recently. But then she started watching videos posted by Sophie Hinchliffe, who has more than 2 million Instagram followers. Soon enough, she was hooked.

Hinchcliffe, better known as , is perhaps the best-known of the “cleanfluencers,” a class of mostly female social-media stars known for posting videos of themselves cleaning their homes. They’ve emerged over the past few years as a niche within the larger trend of lifestyle and wellness gurus, and some of the most popular ones attract millions of video views, leading to and . One cleanfluencer, Megan Hickman, says she was able to purchase in Savannah,.

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