Mrs Hinch, 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”.
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