Why ‘cleanfluencers’ are going green
5 Apr 2021
Why ‘cleanfluencers’ are going green

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?

Becky Rapinchuk

Becky Rapinchuk is a natural cleaning and housekeeping expert. She owns the Clean Mama site and has written four books on cleaning, the latest being Clean Mama’s Guide to a Peaceful Home.

Sarah Paiji Yoo

Sarah Paiji Yoo is the CEO and co-founder of Blueland. Passionate about sustainability and innovation, she attended Harvard Business School before launching a number of businesses including Snapette. She lives in NYC with her husband and two young children.

Jo Peters

Jo Peters spent 20 years in international agencies working for brands such as Nike and Playstation. Having set up her trend consultancy, Jo volunteered with Samaritans. In 2020, she trained as a coach with the Co-Active Training Institute, helping clients make positive changes in their professional and personal lives. Jo recently studied with Climate Change Coaches, partnering with those wanting to take action on this vital systemic issue. Together with writing on consumer trends and design, Jo loves the big outdoors, from the beach in Shoreham-by-Sea where she lives to MTB on the South Downs.