cleanfluencer

The latest of the various influencers to hold sway on TikTok is the cleanfluencer.  You can watch one in action in their own home, demonstrating the best way to declutter, to organise, to clean.  They can achieve a level of cleanliness that most of us cannot aspire to.  Would the inside of your kettle shine?  Have you ever looked to check? And when was the last time you got the gunk out of your washing machine filter?  Would you know where it was?

Australia’s first cleanfluencer to establish a following is Adelaide-based Iryna Federico.  She was interviewed by Vogue in 2019.  The critics of this movement say that the increased interest in cleaning has caused a surge in sales of toxic cleaning products. A UK brand called The Pink Stuff was launched in Australia in 2020 with a number of  Australian cleanfluencers engaged to try it out.  According to the company it was an instant hit.

The cleanfluencer has also reinforced the stereotype of the perfect woman (cleanfluencers and their followings are pretty well all women)  who has an immaculate home while managing children and/or a career.