Cleaning up: the social media stars making housework cool

There were fears that this autumn’s bumper crop of books would see some titles overlooked – but one volume definitely didn’t get brushed under the carpet. This Is Me by Sophie Hinchliffe, better known as the Instagram cleaning sensation Mrs Hinch, was the runaway hit of Super Thursday on 1 October, fighting stiff competition from almost 800 other hardbacks published that day to top the UK charts and shift more than 90,000 copies in its first week.

It’s no surprise: Mrs Hinch’s three previous books have been bestsellers, and the 30-year-old comes with a readymade audience thanks to her “Hinch Army” of 3.8 million Instagram followers.

The subject matter is a shoo-in for success, too. Housework has recently been elevated from dreary chore to aspirational Instagrammable activity. (When photogenic, affluent women do it, at least.) Donning the Marigolds is no longer dowdy; cleaning is now cool.

Take the latest Netflix obsession, Get Organised with the Home Edit. Based around the wildly popular Instagram account of the decluttering duo Clea Shearer and Joanna Teplin, it sees them make over the houses of celebrities.

Although the pioneer of housework’s rebrand is the tidying expert Marie Kondo, Instagram has birthed a new generation of cleaning gurus. Mrs Hinch is by far the most popular in the UK, but other “cleanfluencers” include the self-appointed “Queen of Clean” Lynsey Crombie (209,000 followers); Gemma Bray, creator of The Organised Mum Method (204,000 followers) and Nicola Lewis of the home organising service This Girl Can Organise (148,000 followers). In the US, the likes of Ashley Jones Hatcher (21,000 followers) and Brittani Allen of interiors streamlining company Pinch Of Help (55,200 followers) share tips.

Lockdown accelerated the trend. “As we have been required to spend more time at home, we’ve all turned greater attention to the spaces we live in,” says Charlotte Hardman, Hinchliffe’s publisher at Michael Joseph. In practical terms, cleaning is more crucial than ever: a global pandemic is hardly the time to lower your hygiene standards, and working from home makes it harder to ignore that teetering pile of ironing (especially if the ironing board has been repurposed as your desk).

However, there was also a psychological motivation, says Lauren Bravo, who during lockdown wrote for the website Refinery29 about her pandemic housework frenzy. “There was something soothing about a menial task that could be seen through to completion. I found myself attacking the mould on our bathroom grouting with a toothbrush, really letting off steam andenjoying the banal sense of satisfaction when it made a difference,” she tells me. “I think that must be part of the appeal; a small, visible way to make something slightly nicer, when so much else is beyond our control.”

Public conversations about climate coincided with increased interest in sustainability in our private lives; for my own part at least, being shut indoors with all my possessions made me realise how much stuff I own and resolve to take better care of it.

Bravo, the author of How to Break Up with Fast Fashion, agrees that housework goes hand in hand with this. “I get huge satisfaction when I manage to remove an impossible stain (bicarbonate of soda is magic). It’s the feeling of rescuing something that might otherwise have been scrapped and wasted.”

Time to address the elephant in the room. Women have borne the economic brunt of the pandemic: mothers were more likely than fathers to lose their job during lockdown, according to research from the Institute for Fiscal Studies and the UCL Institute of Education, while the Office for National Statistics found that women did more unpaid labour than men each day. Against this, waxing lyrical about vacuuming feels problematic, Especially seeing as the trend is, inevitably, heavily female-dominated.

Bravo feared the solace she found in housework was underpinned by social conditioning. “How can we ever be sure we’re picking up the domestic mantle because we want to, not because of some internalised misogyny?” she wrote in her article. Elsewhere, feminists have expressed concerns that cleaning’s glossy new iteration glorifies the domestic sphere when women should be fighting for greater power in the public realm.