We have the low down on the bizarre cleaning craze that's sweeping Instagram 1 year ago

We have the low down on the bizarre cleaning craze that's sweeping Instagram

The Internet is a weird and wonderful place.

Okay real talk lads: has anyone heard of Mrs Hinch?

Well, if you have an Instagram, you almost definitely have.

No, she's not a makeup artist, or a blogger or an aspiring model... she cleans.

But like, cleans really freakin' well.

And has over 430,000 followers as a result.


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When all you can smell is flash bathroom mate ? #ATB ... I just want to say a huge thank you. I honestly cannot believe the love and support I have had from you all. I still can’t believe my home account has reached online newspapers today; overwhelmed doesn’t even come close! It’s all because of my amazing followers ?? When I see a Hinch haul, narnia or even a basket on my feed ? I just know it’s one of the Hinch Army and I smile straight away! You’re all amazing... helping and motivating eachother... I see it ? and I can only assume this is how a proud mum would feel. And to all those asking... yes I would love to be a mum one day in the future... fingers crossed ?? #minihincher #hincharmy #iloveyou (items tagged @bathboards @therangeuk @primark.home @handmadevasesbynicolax )

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Two years ago Mrs Hinch, whose real name is Sophie Hinchcliffe, set up an Instagram.

She had just bought a home with her husband, and wanted to share her interior design journey with the world.

However, this summer Sophie started sharing her cleaning hacks and secrets... and her following went through the roof.

"It just spiralled and I couldn't be more grateful," she told Essex Live.

"It's been overwhelming but amazing. People are sharing before and after photos of their homes and I'm just so pleased my account has helped so many people together."

This cleaning craze is honestly next level.

"I don't bombard cleaning on my grid page. It's mainly on my stories and my page then shows the results of fun cleaning, aka Hinching."

FYI, hinching is what Sophie calls cleaning. Fun play on words.

"I name all my cloths and cleaning equipment, which may sound odd to some, but it is a laugh for us all and now everyone is getting involved. It's unbelievable."

You read that right folks... she names her cleaning bits.

Sophie’s nicknames include Minkeh (Minky anti-bacterial cleaning pad), Dave (Pledge fluffy duster starter kit), Buddy (Spontex microfibre kitchen kit), Pinkeh (Minky extra thick super absorbent sponge wipes) and Vera (Vileda 1-2 Spray).

You know what? This is actually pretty refreshing.

Nice to see an Instagram craze that doesn't involve having a six-pack or duck pouts.