This time one year ago, the name Mrs Hinch wouldn’t have rung any bells in most UK households. But in 2019, Sophie Hinchliffe is an internet cleaning phenomenon with a staggering 2.2 million Instagram followers and a YOU cover shoot under her belt – and now she can add bestselling author to her list of accolades too.
The 29-year-old’s book, Hinch Yourself Happy: All The Best Cleaning Tips To Shine Your Sink And Soothe Your Soul, is officially available in stores and online today, but it’s already topped the charts, having been an Amazon bestseller since December 2018, when she first announced that’s she was working on the title. That’s four straight months of amazing pre-orders – talk about making a debut…
In the book, Sophie ‘invites you into her home and while inside you’ll discover how a spot of cleaning is the perfect way to cleanse the soul.’ Along with all of the affordable household tricks she’s made her name on, she’s also opened up about her personal life, including how cleaning helped her to soothe her anxiety.
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Hello my Hinchers , I’m not sure if I’ve just walked out from my first day at school with a new book or just left ITV studios 😂 but either way I’m sure you can see the pure relief on on my face 🤣 We did it guys 💪🏼 Thank you @thismorning for having me on the show today! This Hinch journey is one that I can’t even begin to describe. But without my Hinchers it wouldn’t be happening. I’m so so proud of you all, and cannot thank you all enough. And honestly guys if I can do this … anyone can! We are all in this together 💜 My family , friends, Hinchers , Jamie , Henry and baby Hinch to be … you all mean the world to me. All the best 🧡 xxxx #hinchyourselfhappy #bragate 😂 Hair: @carlbembridgehair Makeup: @makeupbymikey Nails: @tracylousnails Outfit: @inthestyle HYH: @penguinrandomhouse Picture Credit: WENN
However, if you’ve somehow managed to miss the social media madness and aren’t already on the Hinching bandwagon, you might find yourself wondering what all of the fuss is about, so we’ve collated everything you need know.
From her husband to her favourite cleaning products, read on for your quickfire guide to all things Mrs Hinch – consider it an appetiser before you read all 250 pages of Hinch Yourself Happy…
Who is Mrs Hinch?
Mrs Hinch, despite her online alias, does not actually have the surname Hinch, but actually Hinchcliffe, and her full name is Sophie Hinchliffe. The former hairdresser has become famous in the social media world for sharing her top cleaning hacks, tips and product recommendations.
She first built her reputation on Instagram, but her popularity soared even further when she first appeared on This Morning in September 2018 (a staggering 12 thousand people followed her account while her segment was on TV).
What is Hinching?
The primary reason people on social media and beyond love Mrs Hinch is because of the seemingly never-ending cleaning hacks. Hinchcliffe’s followers love to become involved with ‘Hinch Cleaning’ or ‘Hinching’ – cleaning techniques and rules followed by Sophie herself.
She tries to make cleaning as fun as possible, often naming her favourite products and tools, but told YOU magazine during her recent interview that also cleaning helps her to navigate her struggles with anxiety and panic attacks. ‘When I’m at home, and I start to feel a bit of panic in my chest, I will grab a mop or a cloth and put on some good music. It really helps me relax,’ she explained.
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Hello my beautiful Hinchers!! Why do I have baskets on my landing? 🤣 well … if you know you know! That’s hinching for ya!! As you may have seen on my story today I’ve literally strolled around my house all afternoon with my baskets , hinching my heart out , absolutely loving life (are you ok Hun) YES I AM MATE 🤣 I will do some final finishing touches tomorrow but tonight I’m off out with my girls for a Mexican meal and I can’t wait! I hope you’ve all had a wonderful Saturday! And I can’t thank you all enough for your love on my account day in and day out ❤️ ps: 3 sleeps to go 🎅🏼 ALL THE BEST 💫 love you all #imahincher #hinching #hinched #mrshinch #hinchmas (also the baskets are from pound stretchers £2.99 each , barg! And my beautiful white wall heart is from @charlestedinteriors)
The star is also beloved for her interiors posts, which not only show off her immaculately clean house, but also offer inspo for decorating a home.
What is the Hinch Army?
Put simply, the Hinch Army are followers of Hinchcliffe’s, who enjoy sharing their positive experiences using Hinch-approved tips and products. They are also loyal fans who enjoy celebrating the successes of the social media star, be it the launch of her book or TV interviews. Just search #HinchArmy on Instagram and you’ll see what we mean.
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An amazing experience, thank you for having me on the show @itv @hollywilloughby @schofe ! Happy hinching everyone and thank you to my army for making this happen .. forever grateful #hincharmy #itvthismorning 💖 and thank you to my @makeupbygeorgiax for my make up and @tracylousnails for my nails .. As always xxx
Which products are Hinch approved?
Mrs Hinch has featured a multitude of household cleaning products on her Instagram account, but there are some standout items that have caused more of a stir than most:
Minky antibacterial cleaning cloth: Nicknamed ‘Minkeh’ by Sophie and fans, the £2.45 cloth has often sold out due to demand from Hinchers. And when supermarket Morrisons finally got it back in, they had to limit customers to two each.
Zolflora: Mrs Hinch has single-handedly revived this classic disinfectant, often sharing snaps of her stash, which can be used for a variety of tasks, such as mopping floors. Staff at the factory where it is made needed to double production after she endorsed it, working overtime and weekends to meet demand.
The Pink Stuff cleaning paste: The budget formula can be used on metal, glass and tiles, and from her videos, appears to be another favourite of Sophie’s. When stocks inevitably depleted, the 89p cleaning paste could be found selling for up to £100 on eBay.
Where is Mrs Hinch from?
Sophie hails from a small village called Maldon, which is in Essex.
Is Mrs Hinch married?
Sophie married sales manager husband Jamie in 2018, and the couple have been together for five years. They have a dog, Henry, and are currently expecting their first child, a baby boy.
Does Mrs Hinch have a job?
As mentioned above, Mrs Hinch is a trained hairdresser, but heath concerns mean that she can no longer do the job full time. She explained to YOU that she has a protein deficiency and Factor VLeiden, which causes an increased risk of blood clots, so she’s not able to stand up for hours. ‘Though deep down, I’m still a hairdresser,’ she says.