Marie Kondo's cleanfluencers take social media storm

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Marie Kondo's cleanfluencers take social media storm

HELSINKI: Marie Kondo may have admitted defeat, but a new generation of cleanfluencers is taking social media by storm, with millions watching them scour filthy homes and dole out cleaning hacks.

Auri Kananen uncovered a rotten piece of pizza on the floor of a Helsinki flat, with insects devouring it, digging through a mountain of trash.

Finn, who has admitted to embracing the messier side of life since having her third child, said I love cleaning, I love dirt.

Kananen has become one of the world's most successful cleanfluencers, traveling all over the world looking for the dirtiest homes possible. I remember when I had 19 followers. Kananen, or aurikatariina, who has 9 million followers on TikTok, has 2 million followers on YouTube, said it felt really cool to have 19 strangers wanting to see me clean.

In her upbeat videos she dusts, scrubs and sorts, wearing her signature hot pink rubber gloves as zippy pop music plays in the background.

Her voiceovers often explain how the person she is helping ended up living in squalor.

Kananen told AFP that people usually have a mental health problem or other tragedy that has happened in their lives.

She explained that the flat in Helsinki is the home of a depressed young man whose brother suffers from multiple sclerosis.