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What’s behind the success of the ‘cleanfluencers’?

Cleanfluencers on social media are providing cleaning tips that are exploding in popularity. The trend is centuries old and now includes eco-friendly cleaning products.

  • Cleanfluencers provide cleaning tips on social media platforms like Instagram and TikTok.
  • The trend has exploded in recent years, with videos tagged #cleantok racking up 69.4bn views.
  • The rise of the cleaning influencers might feel achingly modern but, in fact, it’s centuries old.
  • The next chapter of the trend is the rise of #ecocleaning, a hashtag with more than 57.5mn views on TikTok.
  • The demand for eco-friendly cleaning products is forecast to hit $298.9bn by the end of the year.
What’s behind the success of the ‘cleanfluencers’?
They dispense housekeeping tips to millions of social media followers — but that’s only part of their appeal