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Cleaning up: the social media stars making housework cool

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October 11, 2020 at 09:15AM

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Donning the Marigolds need not be a chore, according to a new breed of influencers who say cleaning is fun and aspirational

There were fears that this autumn’s bumper crop of books would see some titles overlooked – but one volume definitely didn’t get brushed under the carpet. This Is Me by Sophie Hinchliffe, better known as the Instagram cleaning sensation Mrs Hinch, was the runaway hit of Super Thursday on 1 October, fighting stiff competition from almost 800 other hardbacks published that day to top the UK charts and shift more than 90,000 copies in its first week.

It’s no surprise: Mrs Hinch’s three previous books have been bestsellers, and the 30-year-old comes with a readymade audience thanks to her “Hinch Army” of 3.8 million Instagram followers.

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