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The digital phenomenon known as #CleanTok has transformed mundane household chores into a multi-million-dollar industry, captivating millions of viewers worldwide and establishing a new breed of online entrepreneurs. This interview series, #TradesTok, delves into the intricate business models and creative processes of content creators who have successfully merged design-related activities with robust online and real-world ventures. At the forefront of this movement is Rochelle Stewart, universally recognized as @operation_niki, whose meticulously produced cleaning and organizing videos have garnered hundreds of millions of views, fundamentally reshaping perceptions of domesticity in the digital age.
Stewart’s signature content often originates from a routine trip to Costco, which for her, culminates in an exhaustive overhaul of her refrigerator. This process involves the meticulous removal and sanitization of every item, thorough cleaning of glass shelves, and often, the steaming and vacuuming of every corner and drawer. No item returns to the fridge without undergoing its own purification ritual: produce is washed and carefully arranged in clear, uniform containers; juices are decanted into elegant carafes and labeled; and deli meats and cheeses are repackaged into aesthetically pleasing trays. The final result is not merely a restocked refrigerator but a display that rivals a gourmet grocer, an embodiment of aspirational domestic order. Each step of this elaborate ritual is diligently filmed, edited into succinct "Costco haul" clips typically lasting one minute and 30 seconds, and subsequently uploaded to TikTok, where they routinely attract between 10 and 50 million views.
Stewart operates within the vibrant #CleanTok community, a dynamic segment of social media that masterfully blends the calming, vicarious experience of ASMR tidying with practical janitorial education, often punctuated by dramatic and deeply satisfying before-and-after transformations. A former IT analyst based in Nashville, Stewart embarked on her TikTok journey in 2021, initially as a hobby during a period of remote work and virtual schooling for her children. "It was a hobby initially, something to maybe connect with other people that were interested in the same things," she reflects. The rapid growth of her audience quickly transcended the realm of leisure; in less than a year, Stewart transitioned from her corporate role to become a full-time content creator, expanding her repertoire to include cooking and self-care alongside her signature cleaning and organizing videos. Today, her digital empire boasts over 16 million followers across TikTok, Instagram, Facebook, and YouTube, attracting partnerships with major household brands such as Ninja, Shark, Swiffer, and Tide.
The Genesis and Evolution of CleanTok
The rise of #CleanTok as a social media staple in the 2020s coincided with a global shift in domestic habits and an increased focus on home environments, largely influenced by the COVID-19 pandemic. With more people spending unprecedented time at home, the desire for organized, clean, and aesthetically pleasing living spaces intensified, creating a fertile ground for content that offered both inspiration and instruction. The genre itself is remarkably diverse, mirroring the myriad spaces within a home and the endless approaches to tackling them.
Some creators specialize in visually appealing ASMR clips, featuring extreme close-ups of sudsy scrubdowns or the satisfying hiss of surface steam cleans, often accompanied by playful bios like "Your ASMArtha Stewart." Others focus on organizational inspiration, sharing "restocks" and "resets" in a vlog-style format that details the process of decluttering and arranging. A significant subset includes professional house cleaners who film their daily processes, offering insights into industry best practices. There are even "cleanfluencers" who undertake dramatic overhauls of hoarding environments, showcasing profound transformations. Across the board, a common thread is the integration of product marketing, with creators frequently featuring and endorsing cleaning supplies through sponsored posts or direct-to-consumer links.
Diverse Voices in the Cleaning Community
The #CleanTok ecosystem is characterized by a rich tapestry of personalities and content styles. Carly Castro, known as @cleanwcarly, offers a refreshingly candid perspective, describing herself as "the Wendy Williams of cleaning." Castro’s upbringing profoundly shaped her approach; her parents were cleaners, and while she briefly ran her own cleaning business, she transitioned to full-time content creation in late 2025. Her videos, filmed from her Denver home, are known for their blunt honesty, ranging from reactions to viral cleaning hacks and sharing gossip while tidying, to comedic skits that depict the often-unvarnished reality of professional cleaning. "The main comment I get is, ‘Finally, a cleaner that’s honest,’" says Castro, who commands a following of over 600,000 across social media and serves as a spokesperson for OdoBan cleaning products. Her work often challenges the idealized, performative aspects of #CleanTok, advocating for a more authentic portrayal of domestic work and the people who perform it.
Brandon Pleshek, the Wisconsin-based creator behind @cleanthatup, also hails from a lineage of janitors, representing the third generation to embrace the trade. He began creating videos in 2020 while still managing his family’s cleaning business. "I hit a wave on TikTok where there were not only a ton of people watching because of the pandemic but so many people were conscious about keeping things clean," he recounts. His initial foray into content creation, a satisfying video of vacuuming a rug that garnered 30,000 views, quickly escalated into a massive following of seven million across platforms. Pleshek’s content is rooted in practical, professional expertise, transforming cleaning into an accessible skill for his audience.
The Mechanics of Content Creation: Time, Effort, and Investment
The polished, effortless appearance of #CleanTok videos belies the significant time and effort invested by creators. Rochelle Stewart’s "Costco haul" videos, for instance, demand approximately three hours of filming, meticulously capturing various angles with frequent starts and stops. The subsequent editing process adds several more hours, culminating in an estimated 12 hours of total production per video. Stewart, who has handled all aspects of production herself, admits to experiencing burnout and is actively seeking an editor to manage the demanding workload. Her content planning, however, remains organic: "I’m just doing me on camera. It’s not like I have to think that hard about, what’s the next video gonna be? I’m just gonna do what I would do anyway."
In terms of overhead, Stewart notes the accessibility of this content niche. "Is there a ton of overhead? No. That’s the beautiful thing about this type of content: You can make do with what you have." While basic equipment like a $20 tripod suffices for many, the landscape has evolved. Brandon Pleshek’s journey illustrates this evolution, starting with just an iPhone and no tripod, then progressing to involving family members, and eventually hiring a dedicated videographer, Noah, and a full-time YouTube editor. This shift reflects the professionalization of content creation, where scaling up requires investment in skilled personnel to maintain quality and consistency across multiple platforms.
Carly Castro emphasizes the intellectual labor involved in her content. While filming takes 35-45 minutes, crafting a script to avoid repetition can consume up to three hours. Her editing, performed on the free TikTok app, takes only about 30 minutes, highlighting how different creators prioritize various stages of the production pipeline based on their unique style and message.
The Allure and Critiques of #CleanTok
The pervasive appeal of #CleanTok stems from a complex interplay of psychological and aesthetic factors. For many, watching something transform from messy to pristine provides a deep sense of satisfaction, a phenomenon often linked to ASMR, which is believed to induce relaxation. Christy B (@christyytiktok), who enjoys an anonymous presence with 176.2K followers on TikTok and 134K subscribers on YouTube, notes, "Watching something go from completely messy and dirty to clean and tidy scratches an itch in people’s brains. Mine included." Jess Keep Cleaning (@jesskeepcleaning), another anonymous creator with a viral video exceeding a million views, focuses on natural cleaning sounds, stating, "My content has never really been about me: it’s about cleaning, satisfying ASMR, and the transformations." This emphasis on the process and outcome, rather than the personality, resonates with an audience seeking calm and order.
However, #CleanTok is not without its critics. A common concern revolves around its performative nature, suggesting that much of the content prioritizes aesthetics over genuine functionality. Critics argue that it promotes a highly consumerist vision of cleanliness, pushing an idealized, often unrealistic, standard of domestic bliss. "A lot of CleanTok is not real," Castro asserts. "People do the aesthetic of a new home—but that’s not real life for a lot of us. The other half is rage bait, where you know it’s a manufactured mess." This critique highlights the tension between aspirational content and the messy realities of everyday life, as well as the potential for content to be manufactured for viral engagement rather than practical advice.
The economic implications are also significant. The global market for household cleaning products was valued at approximately $200 billion in 2023 and is projected to grow substantially. CleanTok influencers have tapped into this market, becoming powerful conduits for brands to reach consumers. Through sponsored posts, product reviews, and affiliate links, creators monetize their content, effectively blurring the lines between entertainment, education, and advertising.
Beyond the Suds: Social Commentary and Community
Some #CleanTok creators leverage their platforms for more than just cleaning tips. Carly Castro, for instance, openly discusses political and social issues, particularly those affecting immigrant communities. Her parents’ experiences as cleaners profoundly inform her perspective, leading her to share stories about the dangers faced by immigrant workers in the cleaning industry. She recalls a poignant incident where a Guatemalan immigrant cleaner was tragically shot after being given the wrong address, and the subsequent shift in public empathy once the victim’s immigration status was revealed. "I will lose followers, I will lose brand deals. I don’t care. There are so many things much more important than cutesy little TikTok videos and aesthetics," Castro states, demonstrating a commitment to using her platform for advocacy.
The community aspect is also a driving force. Rochelle Stewart initially sought connection, and the comments sections of these videos often become forums for shared tips, struggles, and encouragement. Brandon Pleshek found that his audience actively sought advice on specific cleaning challenges, turning his platform into a Q&A hub for domestic dilemmas. This interactive element fosters a sense of belonging and mutual support, transforming solitary chores into a shared digital experience.
The Future of Digital Domesticity
As #CleanTok continues to evolve, it reflects broader trends in the creator economy: the professionalization of content, the diversification of revenue streams, and the increasing demand for authentic, relatable voices. While concerns about performativity and consumerism persist, the genre’s ability to entertain, educate, and even advocate ensures its continued relevance. The meticulous refrigerator restocks, the ASMR scrubbing sounds, and the candid discussions about the realities of cleaning all contribute to a dynamic online ecosystem that is much more than just tidying up; it’s a testament to the power of digital platforms to turn everyday life into compelling, profitable content. The journey of these creators, from hobbyists to digital moguls, underscores a fundamental shift in how we perceive and engage with domestic labor, proving that even the most mundane tasks can become the foundation for a thriving online business.
