As people looked for ways to stay calm and self-soothe during the pandemic, a new love for cleaning emerged. But while ‘CleanTok’ videos may be going viral, it’s green cleaning that’s really got people talking. But what do they expect from brands and products in this growing household segment?

Armed with an internet connection and a laundry list of jobs, home hackers are connecting globally to share cleaning tips. But what drives people to come up with DIY solutions when there are so many specialised products out there? And how can brands show their value to these individuals?

While watching someone pull hair from a drain may not be everyone's go-to entertainment, for the devoted fans of CleanTok, it's all in a day's work. These extreme cleaning videos speak to Americans' increased fixation on their home environments – and their desire for calming, satisfying media.

Safely is the cleaning brainchild of celebrities Kris Jenner, Chrissy Teigen, and Emma Grede. The brand is transforming green cleaning within the premium sphere through a savvy aesthetic at a time when DTC is thriving and consumers are happy to pay a premium for their hygiene goods.