A new generation of “cleanfluencers” is gaining popularity on social media platforms such as TikTok and YouTube, with millions of viewers watching them clean and provide cleaning hacks. 

The video provides upbeat and lively way of showcasing cleaning. The content creator is, Auri Kananen. She dusts, scrubs and sorts, wears her signature hot pink rubber gloves as zippy pop music plays in the background.

Her voiceovers often explain how the person she is helping ended up living in squalor.

“I love cleaning, I love dirt,” declares the 30-year-old Finn, who has far more social media followers than Kondo, the Japanese tidying guru who has admitted embracing the messier side of life since having her third child.