Are you a Hincher? Do you Hinch around the home? Is Hinching your hobby? Then you'll know exactly who Mrs Hinch is - and will almost certainly be among her 4.1 million Instagram followers.
If you need a quick refresher, she's Sophie Hinchcliffe, 31, an ex-hairdresser turned Insta influencer - or rather, Cleanfluencer. She began her account to share cleaning tips and hacks, launching @mrshinchhome in March 2018. She now has a string of bestselling books, a podcast and TV spots and her branded homeware and recommended cleaning products regularly sell out.
It's fair to say she's a sensation. Being model-pretty doesn't hurt, but the real secret of her success is her openness. Along with her home hacks and furniture upcycling videos, Mrs Hinch shares her anxiety issues, her love for her small children, Lenny and Ronnie, and her happy relationship with husband, sales manager Jamie
She's even best friends with fellow influencer, presenter and singer Stacey Solomon, and the two often appear in others' updates.
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Rather than a memoir or a book of tips, like her first bestseller, Hinch Yourself Happy, it's a 'curated notebook' of lists for Hinchers to fill in, and an update on her last Little Book of Lists which aimed to help people organise their homes and their lives. Her books have now sold over 1.5 million copies combined, and this one is sure to break records too.
Introducing the new book, she wrote, "I am so overwhelmed by the amount of love I receive about The Little Book of Lists! I get messages every day about how useful you find it.
"I really wanted to help you get even more organised, so I've come up with some brand new lists alongside my fave Hinch Lists, Tadaas and Fresh'n Up Fridays. They'll not only help you to hinch your home, but also help you to factor in that all-important me time to take care of you.
"Whether it's sorting out your big spring clean, organising your dream holiday celebration or just getting ready for a new week, the original lists alongside my new Monthly and Seasonal Hinch Lists will be all you need to help you plan ahead. Inside you'll also find some Me Time Lists, Gratitude Lists and Make Your Dreams Come True pages."
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Fans love her truthful realism - rather than simply presenting the finished, shining show-home, Mrs Hinch reveals how she does it, step by step, and throws in parenting concerns, dog-owning anecdotes about their cocker spaniel, Henry, and describes herself as a “normal girl who loves to clean her house”.
Her first book, Hinch Yourself Happy, sold 160,302 copies in three days. Her second, The Activity Journal, hit number 1 on the Sunday Times Bestseller List.
Her next, The Little Book of Lists, became the number one bestseller in April 2020, and in October 2020, her memoir, This Is Me, also reached number one.
Clearly, she has the magic touch. Some criticise her for using products that aren't always eco-friendly, but it doesn't put her loyal fans off. Every product she recommends flies off the shelves and her home range, in subtle greys, whites and creams is a big seller at Tesco, with stylish, simple products priced from just £1.50.
Mrs Hinch's handy hints:
She has shared many tips on her every-growing Instagram channel. Here's our five favourites.
1 Keep your bathroom mat hygeinic between washes by spraying with Dettol all-in-one disinfectant spray, which kills 99.9% of bacteria and viruses. Very handy when there's children and a dog running in and out of the house.
2 Keep the shower limescale free by spraying with Viakal Limescale Remover Spray which gets rid of limescale and water marks. “Leave the Viakal to do its thing for up to five minutes!” she says. Then wipe off with a Minky sponge.
3 Mrs Hinch’s cleaning tips for radiators - she uses disinfectant Zoflora (£2.99) and a dust cloth. She advises using a diluted Zoflora mix, spraying it on a cloth, then wiping down the radiators.
4 To clean stainless steel fixtures like a shower rail, Mrs Hinch uses a Scrub Buddy Cleaning Pad (£7.99) with Cif Perfect Finish Stainless Steel Spray. To make stainless steel fixtures shine, Mrs Hinch uses her Kermit cloth – a green Minky Microfibre Cloth for Glass & Windows.
5 Mrs Hinch groups her linen sets together in the matching pillow case. She wrote, “Where do I keep my fresh bedding? I store the whole fresh bed set into the matching pillow case!”