8 reasons why Mrs Hinch Madness can be a negative influence

Ok, so the title sounds like it’s a direct ‘targeted insult’ but it isn’t intended to be offensive to a lady who seems really lovely and unassuming – we’ve all been targeted by Trolls, I’m just stating some issues that have arisen and trends come and go, she wasn’t the one instigating this rise to Insta fame and encouraging people to switch clubbing for cleaning!

Little background – Mrs Hinch is a ‘cleanfluencer’ who is obsessed with daily instagram cleaning stories, the love of pine and grey aesthetics in her home.






  • Pledge Fluffy Duster – SC Johnson
  • M Cloth Cleaning Pad – Minky Homecare
  • M Cloth Glass and Window – Minky Homecare
  • Thick Moppets – Spontex
  • Microfibre Kitchen Set – Spontex
  • 1-2-Spray Mop – Vileda


Cleaning products

  • Elbow Grease – 151 Products
  • Astonish Mould & Mildew Blaster – The London Oil Refining Co
  • Viakal with Febreze – P&G
  • Stardrops The Pink Stuff – Star Brands
  • Mr Sheen Multi-surface Polish – Reckitt Benckiser
  • Lenor Tumble Dryer Sheets – P&G
  • Lenor Unstoppables – P&G
  • Duck Fresh Discs – SC Johnson


Which microtrends should retailers be aware of?

There are four smaller household trends that we can associate with the cleanfluencer movement:

  • Hauls
  • Pine scents
  • Grey
  • Wax melts


I’ve seen loads of positive posts about her helping those with mental health and encouraging people to clean, be part of a community and to get talking but there’s just certain things I wish people would watch out for. 



Not every chemical in products will be removed at water treatment centres and will instead end up in our water sources! A small amount wouldn’t be a massive problem, but if we’re all significantly upping our use of these products and the frequency with which we clean, that’ll increase the contaminants ending up in our water, affecting ocean life.

Every cleaning product you use on your toilet, sink, on your dishes, and every other surface you scrub to perfection, will eventually be rinsed down your drain, where it’ll head to water treatment facilities, where it’s then pushed into rivers, lakes, and oceans!

There is a rise in skin sensitivities…not just from the products being used directly in the home, but because they are not totally removed in the water treatment cycle



While all is good and well doing what you love – cleaning – and with it helping people get out of their depression/anxiety which is honestly so fantastic, there’s also the worry of the sheep herding mentality in this ‘influencer’ world which is basically encouraging people to spend money they don’t need to or don’t have and people perhaps vulnerable in doing so.

People choose to spend more time at home (I know I do) and, as a result, become more house proud and maybe turning to the likes of Mrs Hinch and the other cleanfluencers for inspiration. 

It’s obviously a good thing some of these people might have been converted from slouching on the sofa scrolling on their phone in favour of Zoflora because Mrs Hinch ‘made me do it’ and every impressionable man or woman suddenly feels compelled to buy an abundance of useless overpriced cleaning items they may or may not use!

From what I’ve read Mrs Hinch didn’t set out to be an influencer and previously no clue in regards to ‘ads’ or ‘gifted’ disclaimer, she also gives credit to the internet for her ideas and cleaning accounts for using ideas of White Vinegar and Baking Soda – although I believe this issue is resolved.

See Social media influencer Sophie Hinchliffe is being investigated by the Advertising Standards Authority over her promotion of cleaning products for more information.




All those cleaning products (the use of phosphates, bleach and other chemicals) can affect watercourses, the ocean, aquatic life and so on!

So, yes these products tend to use some harsh chemicals to get their sparkling results. She has certainly not focussed on environmentally friendly products, rather products that she likes and feel gets the job done.

For example, the ingredients listed on the Zoflora Website:

On the Zoflora website there is a link to their safety data sheet for their concentrated disinfectant which lists the following hazard statement.

H361f ‘suspected of damaging fertility’ (hazard code repro tox 2) is present in both twilight garden and springtime 

They are all full of loads of different chemicals and there’s a long list of risks associated with the different chemicals they use in their various editions/scents.

H290 May be corrosive to metals
H225 Highly flammable liquid and vapour
H301 Toxic if swallowed
H302 Harmful if swallowed
H304 May be fatal if swallowed and enters airways H311 Toxic in contact with skin
H312 Harmful in contact with skin
H314 Causes severe skin burns and eye damage H315 Causes skin irritation
H317 May cause an allergic skin reaction
H318 Causes serious eye damage
H319 Causes serious eye irritation
H331 Toxic if inhaled
H361f Suspected of damaging fertility
H370 Causes damage to organs
H400 Very toxic to aquatic life
H410 Very toxic to aquatic life with long lasting effects H411 Toxic to aquatic life with long lasting effects H412 Harmful to aquatic life with long lasting effects.

According to research conducted by Environmental Working Group (EWG) Skin Deep Database, fragrances are moderately high in terms of overall hazards and have a high chance of causing allergies and immunotoxicity. They are associated with respiratory distress and potential unwanted effects on the reproductive system.




Of course you can all shop how you want that’s no issue to me but for lots of people on a substandard wage in living accommodations that aren’t huge – bulk buying may save money but it’s unnecessary clutter.

There’s also the fact you may bulk buy something that costs more in one shop and in another shop is less – if you don’t shop around.

Conscious shopping of what you buy is important and I’m not saying you should or shouldn’t do this, I’m just saying you may buy something that looks a good deal but have you ever looked at the price per ml or kg?

So, yes, stock up on things you love and use but just pay attention, to be mindful of your purchases and to be honest about the power of “more.”




These products also tend to be sold in plastic bottles, which are chucked the week after they’re emptied out.

The increasing popularity of (arguably unnecessary) wipes that lead to sewer blockages or increased landfill burden and the products and disposable wipes she uses are just sprayed, wipes binned just generally wasteful.

The packaging of a cleaning product is thrown in the recycling bin without being properly washed also can affect aquatic life.




We all need germs and dirt to a degree!

“Sterilizing your home like a hospital could lead your child to have a severely hyper sensitized immune system leaving them open to allergies and asthma,” Professor Gilbert says. From The Independent.

Going out into the garden or park and playing in the dirt is both fun and educational for children so allow your kid to experience the world! As long as they’re properly vaccinated, there’s no threat and they will actually get a stronger, more beneficial exposure.



Every product used is branded rather than a Supermarket own brand which are actually cheaper – and by her promoting certain brands, such as, Zoflora, Elbow Grease and Pink Stuff they’ve actually ran out of products!

For the brands she’s a dream come true for their money banks PLUS people are cashing in on finding rarer Zoflora scents and flogging them on ebay!

From a marketing perspective there is nothing more powerful than word of mouth – Mrs Hinch personifies real people telling you about real cleaning problems and solutions.




As mentioned above – bulk buying and branded products – you are purchasing more expensive items and more of them just make sure you’re aware of deals on as some brands do have offers and can save you money.

Having a clean and tidy home is one thing and you should have a clean home to live in, however, the obsession with cleaning products and gadgets is expensive at times, so just be wary.

I’ve attached a MySupermarket so you can price compare.




1. Phthalates

Found in: Many fragranced household products, such as air fresheners, dish soap, even toilet paper. Because of proprietary laws, companies don’t have to disclose what’s in their scents, so you won’t find phthalates on a label. If you see the word “fragrance” on a label, there’s a good chance phthalates are present.


2. Perchloroethylene or “PERC”

Found in: Dry-cleaning solutions, spot removers, and carpet and upholstery cleaners.


3. Triclosan

Found in: Most liquid dishwashing detergents and hand soaps labeled “antibacterial.”


4. Quarternary Ammonium Compounds, or “QUATS”

Found in: Fabric softener liquids and sheets, most household cleaners labeled “antibacterial.”


5. 2-Butoxyethanol

Found in: Window, kitchen and multipurpose cleaners.


6. Ammonia

Found in: Polishing agents for bathroom fixtures, sinks and jewelry; also in glass cleaner.


7. Chlorine

Found in: Scouring powders, toilet bowl cleaners, mildew removers, laundry whiteners, household tap water.


8. Sodium Hydroxide

Found in: Oven cleaners and drain openers.



Remember, be kind and be caring but also be good for the environment!



For eco products see:


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