Cleaning as Therapy: Cleanfluencers take the internet by storm

06:03 PM Mar 24, 2023 | Team Udayavani |

In a world where social media influencers reign supreme, a new breed of influencers has emerged. They’re called “cleanfluencers,” and they have taken the internet by storm with their videos of cleaning tips and techniques. These ‘cleanfluencers’ have amassed millions of followers, and their popularity continues to grow.


One of the most popular cleanfluencers is Auri Kananen, known to her followers as Aurikatariina. With nine million TikTok followers and two million YouTube subscribers, she has become a household name. In her videos, she wears miniature pink gloves and plays music in the background as she cleans some of the dirtiest homes in the world.

Ms. Kananen has a unique perspective on cleaning. She believes that most people living in filthy conditions have mental health problems or have experienced tragedies in their lives. Having gone through a depressed state herself, she can relate to their situation and wants to help them. Her videos are not only about cleaning but also about providing a safe space for people to share their struggles, an article by news agency AFP said.

Abbi, also known as “clean with Abbi,” is another popular cleanfluencer with two million followers. Brands sponsor her videos, and she earns between $720 and $1,200 per video. She says that cleaning is therapeutic for her and helps her escape from her worries.


Ann Russell, a 59-year-old full-time cleaner from the south of England, is another cleanfluencer who shares tips and hacks on how to clean properly. She believes that people need to be taught how to clean to give them a sense of control over their personal lives.

According to Ms. Russell, washing your socks, pairing them up, and putting them in the drawer gives a sense of a job well done. It makes people feel in control, and because they feel in control of their personal lives, they feel that the outside world is a safer place, she told AFP.

The rise of cleanfluencers shows that people are looking for ways to cope with the stress and anxiety of everyday life. Watching someone clean can be therapeutic and relaxing, and it provides a sense of control over one’s environment. With their tips and hacks, cleanfluencers are helping people feel more empowered and in control of their lives.


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