Why Mrs Hinch and the 'cleanfluencers' are sweeping up the book charts

Sophie Hinchliffe, a hairdresser who dispenses cleaning advice to 2.3m Instagram followers, has sold more than 160,000 copies of her first book in three days. What’s going on?

In 1861, the original domestic goddess Mrs Beeton warned her readers: “not only health but life may be said to depend on the cleanliness of culinary utensils.” More than a century and a half later, more than 150,000 people have rushed to snap up a copy of Instagram “cleanfluencer” Mrs Hinch’s guide to a spotless home, Hinch Yourself Happy, which promises to reveal “how a spot of cleaning is the perfect way to cleanse the soul”.

Mrs Hinch, AKA Sophie Hinchliffe, is a hairdresser from Essex who dispenses regular cleaning advice to her 2.3 million Instagram followers: how to make a bed “‘bedgasm’ ready for the week ahead”, her favourite cleaning gloves, dousing her bathroom in disinfectant and karate-chopping cushions. Her book, a mix of memoir and advice, promises that cleaning (which she calls “hinching”) “can soothe anxiety and stress”, according to her publisher Michael Joseph, which bought the rights to the book in a “heated” 11-way auction in December. Published on 4 April, the book sold sold 160,302 copies in three days – making it the second fastest-selling non-fiction title of all time, just behind Kate Allinson and Kay Featherstone’s recipe collection Pinch of Nom, which broke the record just last month by selling 210,506 copies in three days.

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