April 2, 2026

The Top 10 Cleaning Influencers UK Brands Need to Work With

Out of the many verticals to make their home on socials, it’s hard to argue that any is more suited to the aspirational, visual strengths of social content than cleaning and homecare.

The environments are relatable, the problems familiar – cleaning influencers (“cleanfluencers”) not only show users products working in real-time in real scenarios, but they do it in a way that’s super satisfying and directly applicable to their own lives.

Cleanfluencers are riding the tidal wave of a trend that is #cleantok. The future is bright (and spotless) for domestic brands who jump on for the ride.

Why Should You Leverage Cleaning Influencers into your Campaigns? ->
The Top 10 Cleaning Influencers UK Brands Need to Work With ->
Key Takeaways ->

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Why Should You Leverage Cleaning Influencers into your Campaigns?

Cleaning influencers connect brands to one of the most passionate, highly engaged, and positive user communities out there. Cutting across broad demographics, #cleantok content is voraciously consumed by hundreds of millions who love nothing more than to see mess get sorted and dirt get gone.

In homecare, product is naturally central to the story – both in terms of brand and function – and influencers are the brokers of direct social proof through formats like ‘before-and-after’ and product reviews.

Users are typically high-intent and ripe for conversion. The products are not only accessible and affordable relative to verticals like tech or fashion, but consumers are hoping to replicate the influencer experience in their own lives.

Cleaning influencers are educational and entertaining in equal measure, guiding users through an ever-changing range of competing products and making recommendations based on their personal experiences, all wrapped in a satisfying and highly visual format.

Cleaning influencers thrive on being relatable, approachable and trustworthy. This is a vertical where users having favorite brands and particular loyalties is often a given, making branded partnerships and sponsored content highly palatable to audiences – even among the more critical Gen Zers.

Cleaning Influencer Marketing Insights

Here’s some of the stats you should know in 2026…

#cleantok surpassed 150 billion all-time total views as of 2025, cementing it as one of the most popular niches on TikTok.
#cleantok has over 7M TikTok posts to its name, with other tags like #cleanwithme, #sundayreset and #springcleaning pulling in hundreds of thousands of videos.
The total number of cleaning influencers topped 6K as of early 2025, up about 30% compared to the same time in 2024.
Every month CleanTok creators are reaching over 43M users on average.
While total post volume has climbed from about 11K to 15K in the year up to March 2025, overall audience size has been relatively flat over the same 12 months, suggesting that the influencer space is becoming more competitive.
A decreasing average fee per post supports this trend, sitting at $161 in March 2025 compared to $195 a year earlier.
With the value that brands derive from a single cleaning influencer post ranging from around $1.7K to $4.6K, these CleanTok creators are sure to leave ROI calculations sparkling for savvy brands.

The Top 10 Cleaning Influencers UK Brands Need to Work With

Here’s our rundown the best of the best in the CleanTok scene right now. And, while we might call them cleaning influencers, you’ll see there’s often impactful crossovers and synergies with parallel verticals like lifestyle and family.

Roo’s Home

1.8M+ followers across Insta, TikTok, Facebook and YouTube

Roo puts out aesthetic, relatable short-form content on facets of cleaning like speed runs and home resets.

Roo gets results by normalizing a messy household, finding entertainment in what might otherwise feel like a chore, attracting partnerships with the likes of Fairy, Shark, Dettol, Febreze, and Unilever.

Klean Krish

300K+/- followers across TikTok, Insta and YouTube

Krish is all about “clean with me” videos, home resets, and speed cleaning tips with a focus on organization. Notable brand partnerships include Gtech and Fairy.

He makes it work for a diverse audience by focusing on efficient routines, accessible products, and actionable tips for busy people, plus specific scenarios that some will know all too well, like cleaning your parents’ house.

Lynsey Queen Of Clean

1M+/- followers across Facebook, Insta and TikTok, plus a long-standing TV presence

Lynsey is loved for her practical cleaning tips, home hacks, and organizational ideas, becoming a household name with her “15-Minute Clean” method. She pairs up with major brands like P&G, Unilever, ADDIS (with a partnered range of cleaning tools), and Swan (with a partnered range of vacuum and steam cleaners).

Being a recognized TV cleaning expert is a huge authority boost, giving her instant recognition and gold-plated trust levels among an increasingly crowded body of cleaning influencers.

Dr Dust

75K+/- followers on TikTok and Insta

Dr Dust is a professional cleaner and influencer, so he’s not just promoting products but is available for hire, too. His content centers on high energy, high satisfaction cleaning demos. He likes to bring specialized tools in to blast extreme grime, as well as educate his followers on safe and effective chemical usage.

This combo of ‘satisfying’ and ‘educational’ from an expert cleaner is the core of his growing authority, netting him brand partnerships like Shark Clean and Vileda.

Sophie Hinchcliff

5M+/- followers on Insta, plus podcasts, books and regular TV appearances

‘Mrs Hinch’ absolutely dominates the CleanTok scene, especially in the UK, where for many she is the face of cleaning. She achieves this outsized presence by going beyond socials, using constant TV appearances and multiple best-selling book releases to cement her position in the national psyche.

Her massive following, dubbed the ‘Hinch Army’, are dedicated fans of her relatable content on cleaning, tidying and home organization, often viewed through a therapeutic lens.

Jack Callaghan

2.7M+ followers on TikTok and Insta

Jack thrives on “Sunday reset” videos and satisfying ASMR cleaning routines, finding the catharsis in home cleaning. He’s regularly seen in collaboration with brands ranging from SodaStream to Dunelm and Special K, as well as being a Dyson Ambassador – showing that cleaning influencers are more than capable at dipping into parallel verticals.

Ann Russell

3.8M+ followers across TikTok and Insta

Ann Russell is known as the “TikTok Auntie” who describes herself as a “mad, old, very English bag”. She was a professional household cleaner for years before she signed up to TikTok to follow her niece and share the occasional cleaning video, but it didn’t take long for people to start sending her cleaning questions and her audience grew exponentially from there.

Her no nonsense, sometimes expletive-laden content focuses on practical advice for realistic budgets and lifestyles, and people love it. Partnerships include Lenor and Hummingbird Paper Co.

Tanya Mukendi

2.6M+ followers on Insta and TikTok

Known as the “Queen of Hacks,” Tanya is another heavy hitter in the UK cleaning and home organization scene, with millions of followers, frequent features in the media and a 2024 book release titled ‘Hack Your Home’.

Her ‘hack’ focus aims to help people get on top of their homes without breaking the bank, and it’s clear that audiences value and trust influencers like Tanya who prioritize practicality over unattainable perfection.

Anne Marie Jones

113K followers on Instagram

Anne Marie is a ‘normal mum’, bringing relatable cleaning tips and relaxing lifestyle content to her growing community of followers.

With a dog as clean and beautiful as her house featuring in many posts, as well as regular content on traditional cleaning methods like using bicarbonate of soda and vinegar, these snapshots of daily life are a win with her audience as well as the brands she favors.

Cleaning with Mario

154K followers on Instagram

Mario has been declared “Scotland’s male answer to Mrs Hinch” by the internet.

His channel is a hub for hints, tips and hacks, with a particular focus on sparkling top-to-bottom cleans. He’s partnered with brands like Astonish and Zoflora.

Working with Vertical Adjacent Influencers

While you can’t go wrong with any of the cleaning influencers listed above, there’s no need to keep it strictly traditional with this lifestyle vertical. Some of the most impactful homecare campaigns we’ve seen recently have actually been led by non-cleaning influencers.

Lifestyle, fashion and family influencer Imogen Horton opened up about her ‘Parenting pet peeves’ in collaboration with Comfort and Persil, while actor Ollie Locke gave us a humorous view into the all too familiar ‘messy family home’ to promote Cif Infinite Clean.

Unilever’s ‘Wonder Wash’

Here at The Goat Agency we took the world of cleaning a step further, crafting an experiential marketing campaign for Unilever. Stepping outside of the traditional ‘cleanfluencer vertical’ this campaign was inspired by research into the priorities of busy, experience-focused 25-34 year olds.

We built an old-school laundromat with a twist, with influencers, content creators and customers popping clothes on a 15-minute short wash before dancing the night away to perfectly timed quarter-hour sets from the likes of garage music legend Craig David.

Outputs included 1 influencer event with 200 attendees, 2 press interviews, and 143 pieces of social content including 2 TikTok Lives. The result? Besides lovely clean clothes: 2.8M impressions, 667K engagements, and 92 pieces of earned content.

Unilever’s Persil and Comfort Pure Heaven Scent

The Goat Agency collaborated with Molly-Mae and her daughter Bambi as the new faces of Unilever’s Persil and Comfort Pure Heaven Scent range.

Goat led the end-to-end production and influencer partnership, from creative development to on-set execution and social-first content creation. The campaign launched across digital, social, and in-store channels.

In fact, the campaign also featured in Molly Mae’s docuseries, Behind It All on Prime Video, where you can see the production process take shape.

This marked Molly’s first-ever campaign with Bambi. From capturing stunning studio shops in Manchester to filming at Molly’s home, this campaign beautifully reflects Molly’s clean, effortless aesthetic, and her real-life role as a protective, mindful mum.

Key Takeaways

Cleanfluencers are thriving by wrapping practical, actionable advice in a supremely comforting and entertaining content wrapper. More than just universally relatable, clean homes are a mood-boosting aspiration that have come to be a central pillar of modern TikTok.

It’s a goldmine for brands because for CleanTok audiences, brand and product is everything – users are dying to know which products influencers are using to turn their homes into perfect paradises (or just keep on top of things as quickly and easily as possible).

The Goat Agency works at the forefront of this influencer revolution in homecare, whether it’s by pushing the creativity of cleaning campaigns or knitting together multiple verticals for outsized impacts.

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