As she releases her first children's book, we explore MrsHinch's extraordinary rise to fame, from struggling hairdresser to the UK’s richest cleanfluencer
Sophie Hinchliffe, aka Mrs Hinch, has 4.6 million Instagram followers, the cleaning products she shares instantly sell out, and she has four best-selling books to her name, with her first children’s book, Welcome To Hinch Farm, out this week.
“Hinch Farm”, as it’s known, boasts a grand wooden staircase, stables and extensive grounds with a treehouse. It’s also home to their alpacas Roy, Rodney and Raymond, and chickens Peggy, Pam and Pat. The emotional departure from their modest detached home in Maldon, Essex, where her Instagram account was born inspired the narrative of her first children’s book, published by Puffin.
The cleanfluencer had previously sworn that she would never leave their original house, but revealed how their privacy had been violated and they needed to take action. In March 2017, she created another public account called @MrsHinchHome, where she initially posted interior inspiration and cleaning tips, sharing snaps of her famously grey aesthetic. “I was worried I might be boring friends and family who might not want to see my karate cushions, so I set up one purely dedicated to my home.” It took off like a rocket and saw brands queuing up to work with her – but Sophie wasn’t always “Mrs Hinch”.
She added, “Body shaming angers me, because even if you lose the weight you never forget the comments. I’m still not 100% confident with my body but I’m getting there.” The couple welcomed their sons Ronnie in June 2019 and Lennie in May 2021. Her 2020 memoir, This Is Me, is a gut-wrenching account of the highs and lows of fame, and significantly the trolling of her looks, her parenting and her kids.
Her biggest fear, she said, is that fame will alter her everyday life. “I was so happy before Instagram. I don’t want my life to change. I’ve had many opportunities – regular slots on daytime TV and all that – but that’s not me. Maybe in the future, but not now,” she said.
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