BERLIN (ANN/THE STAR/DPA) – From quick bathroom cleaning routines to living room makeovers in 15 minutes, cleaning tips are dominating TikTok under the #cleantok hashtag, which boasts over four million videos. One of the notable figures in this trend is Lea de Bruijn, a 25-year-old from Germany who turned her passion for cleaning into a full-time profession.
De Bruijn started sharing her household cleaning tips on TikTok around a year ago, quickly gaining traction. “People enjoy watching these videos,” she shared. “They motivate viewers to tidy up, even when they don’t feel like it.”
With more than 110,000 TikTok followers on her account @my.cleantok and about 28,000 on Instagram under @leabloomz, de Bruijn has established a significant online presence. Her followers trust her recommendations, often trying out products and techniques she showcases. “If an influencer recommends a product, followers tend to believe in its quality or effectiveness,” she noted.
Creating content is no small feat for de Bruijn, who spends around eight to 10 hours making a single video. However, the effort pays off, earning her a four-figure sum per video. “I receive two to three collaboration requests a day from both small and well-known companies,” she said, adding that she plans to launch her own line of cleaning products soon.
Some of her popular cleaning tips include using fabric softener on a cloth to prevent dust from settling on surfaces and cleaning windows with shampoo to avoid streaks. De Bruijn also tests various cleaning products and shares techniques for deep-cleaning items like pillows and maintaining shared spaces, such as the stairwell of her apartment building.
In the past, people turned to family members for home care advice, but today many look online for inspiration, according to Arne Westermann, professor of marketing and communication at the International School of Management (ISM). “Social media has countless niches, from cleaning to cooking and makeup tutorials,” he said.
Companies have taken note of the trend, capitalising on these niche markets. Influencers like de Bruijn play a vital role in these marketing strategies. The Freudenberg Group’s cleaning division, Vileda, doubled its influencer campaigns in 2024 and plans to expand further. Similarly, cleaning equipment manufacturer Karcher and household goods producer Leifheit have increased their collaborations with so-called “cleanfluencers.”
Despite its popularity, the #cleantok trend has raised concerns among experts. Psychologist Brigitte Bosenkopf pointed out potential issues with these videos. “It would be ideal if viewers used the motivation from these videos to clean their homes. However, social media often keeps users scrolling, hindering their own productivity,” she said.
Comparisons can also lead to frustration. “Many perfectionists share content that portrays a clinically clean home, which can be overwhelming and unrealistic for viewers,” Bosenkopf noted.
Another concern is the reinforcement of traditional gender roles. “Most cleaning videos are created and posted by women, which can perpetuate outdated stereotypes,” Bosenkopf said. In contrast, cooking videos often showcase that cooking is not just a woman’s task. While many men do clean their homes, they are less likely to share videos of themselves doing so.
Despite these criticisms, #cleantok continues to inspire millions, bridging the gap between household chores and digital influence.
