The Mrs Hinch Effect


So who here has been hinched?

For those that don’t know what this means, I made a little video over on my YouTube Channel. It is called Mrs Hinch Made me do it. It is all about who Mrs Hinch (a.k.a Sophie Hinchliffe) is and what she made me do, which, in a word is clean. The video itself is all about the cleaning products I bought and was excited to use, but the context is there also. Today. however, I thought I would mull over what it is about Mrs Hinch that makes us all (well, many of us) go so wild.

Me? I’ve been hinched. I love it. I confess to being a bandwagon lover but I am still choosy as to which bandwagons I jump on. It took me a long time to convert to skinny jeans, for example, but I got there eventually.

Mrs Hinch

Mrs Hinch? She has me hooked. I check out her Instagram at least once a day to see what she is up to. My favourite part is the tips, these are what stabbed me through the lip and reeled me in.

Don’t get me wrong, I am well aware there are many other factors in play when it comes to the Instagram queen. Mrs Hinch knows how to look her best, is funny, keeps an immaculate and tastefully decorated home, and has a cute dog. Not all of this is for all of us, but there seems to be something for everyone.

I’m not really fussed as to what Mrs Hinch looks like and I’m not one for enormous fluttery lashes. They’re just not for me. Similarly, as much as I love a couple of the items she has in her home and I enjoy taking a peek at her home décor, mostly her choices aren’t matched to mine. Whilst I am a fan of grey and white, most of the additional items she buys, shows and subsequently sells out, wouldn’t find there way into my home. But that is ok. If we all liked the same then the world would be a very boring place. And anyway, with items selling out within hours of appearing on her stories, it would seem that there are many that do share her particular homeware preferences.


So back to the Hinch effect. I think as I look back, cleaning was a bit of an unknown for me. By that, I mean that I didn’t really know what I was doing. I knew the basics but it was a chore. I always had better things to be doing and, as a result, I didn’t give it much time. As I got older I became a little more house proud but it wasn’t for the love of it. Not like it is now.

Way before Mrs Hinch’s Instagram rocketed to notoriety, I used to accept what I thought were inevitabilities. I assumed that my toilet would always have some limescale build up at the bottom as nothing I tried would remove it. Then, a colleague told me about some specific toilet cleaners. I tried them and was amazed at the results. But even then, whilst I had become aware products that can revolutionise the way I clean my loo, I still felt like other areas would forever be a certain way. I just wasn’t clued up on what works.

Mrs Hinch cleans for fun and loves it. That cleaning mojo is infinitely inspiring and seeing someone else so proud of their sparkling home sets off some kind of domino effect.

The Sweet Spot

As much as cleaning products can be inexpensive I was never someone who would just try a product to see if it work. I like real product recommendations, hence my love for blogs and YouTube. Mrs Hinch provides an abundance of recommendations but also shows you the before and after. For me, this is the sweet spot. Seeing it work and knowing you can do the same to your home makes you crave it. No, really.

Of course, there is much debate about the use of chemicals, how much plastic we are consuming and how much waste her 1.2 million hinchers are creating as a result, and I am certainly not trying to downplay the issue. I too share the concerns and would never condone the, in Sophie’s words, ‘completely pointless’ bedtime blast, for example. However, this post is about how Mrs Hinch has changed the way we feel about our homes and, as a result, about ourselves.

There are posts out there claiming that Sophie is dragging women back to the 1950’s but I can’t agree. Men are Hinchers too and it is the love for and sense of achievement gained that shines through. Just the other day my boyfriend proudly announced that he had used Zoflora and as a result, his home smelled fresh. Imagine my pride. I’m still grinning about it as I write this. But either way, hinchers are feeling empowered and proud, and that is what matters. As ridiculous as this could sound, hinching makes me feel like I am winning at life. I feel empowered by the accrued knowledge and capabilities. It’s funny how small things can lead to big changes in our perspective and mindset.


There will, of course, always be those who have to troll and spread negativity, but those few are outweighed by the enormity of the positivity and sense of community that has been created through her influence. Instagram, and facebook users have certainly come together to embrace their shared interests and it is a joy to be part of that community, to meet others, share tips and inspire eachother. If you haven’t come across it yet, seek them out and join in.

More hinching?

So, should you be interested, I made another Hinch-related video. Fancy some hinching

So what are your thoughts on the Hinch effect?