‘Scrub away your worries!’
She became an online sensation thanks to her love of cleaning and ability to face any domestic challenge. As Sophie Hinchliffe, 28, juggles her army of fans, Closer looks at the secrets to her success
Her tricks for an immaculate H home have swept the nation into a cleaning frenzy, and fans of Sophie Hinchliffe – aka Mrs Hinch – can’t get enough. Less than a year after setting up an Instagram account to update family and friends on her house renovations, the former Essex hairdresser has amassed nearly two million devoted followers, who are known as her “Hinch Army”, and made appearances on This Morning, demonstrating her cheap and cheerful domestic tips. She even caused Zoflora disinfectant to sell out across the UK after recommending it online.
Videos of her cleaning sprees inside her home in Maldon, Essex – which Sophie shares with her husband Jamie and pet pooch Henry – show followers how to tackle stains and scuffs, create sparkling surfaces, and leave furniture smelling pristine.
The 28-year-old cleaning guru – who is pregnant with her first child and due to give birth in June – admits she scrubs away for up to “30 minutes a day”, and has now inspired others to don their rubber gloves and pick up their feather dusters. Hilariously, the bubbly blonde has nicknames for all of her beloved cleaning cloths, including Minkeh (Minky antibacterial cleaning pad), Dave (Pledge fluffy duster), Buddy (Spontex microfibre kitchen cloth), and her cleaning cupboard is playfully dubbed her “Narnia”.
Perhaps most endearing to fans is Sophie’s honest admission of how cleaning has helped to ease her anxiety, with the down-to-earth star describing it as a “coping mechanism” to steady her thoughts. She’s said, “I’m a worrier and I struggle with anxiety. To keep my mind off what was worrying me, I would clean and organise something, and love the end result... It helps me control my panic attacks, too.
“Since I’ve started the [Instagram] account, others have messaged me saying I’ve changed their lives and helped them with their mental health which, to me, is simply amazing.”
Along with the followers who are glued to watching her cleaning “hauls”, the “Hinch effect” is making its presence felt across the aisles, too. Discount stores have dedicated shelf space to her favourite products, which are often sold out or placed on ebay for ten times their retail price. And the “Hinch effect” shows no signs of slowing down. So, if you’re about to embark on a spring clean, or simply want a few extra tips, take inspiration from Mrs Hinch’s genius hacks to turn your home from drab to fab.