Mrs Hinch aka Sophie Hinchliffe has given a whole new meaning to cleaning. She has amassed a loyal following of 3.2m, prompted a 25% surge in sales of her go-to disinfectant Zoflora, and sold 160k copies of her book Hinch Yourself Happy within a week of its launch. Her book poses a simple philosophy that much of the nation has adopted: cleaning eases anxiety. Sophie theorises that following familiar rituals such as hoovering and polishing brings about a sense of control and accomplishment, as well as taking your mind off daily stressors – and science backs up her claims.
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A 2015 study from the University of Connecticut found that people gravitate towards repetitive behaviours during times of stress since it gives you feelings of control, while a 2010 study published in the Personality and Social Psychology Bulletin found that females living in a cluttered home showed higher levels of the stress hormone cortisol, proving that ‘tidy space, tidy mind’ is a totally legit concept.
It’s not hard to see why, or how, people are finding peace in housework. The idea, dubbed the Hinch Effect by Mrs Hinch, makes for an accessible escape in an age of coronavirus, Brexit and climate change concerns; where the nation’s problems are out of our hands, the cleanliness of our homes is not. Some members of Mrs Hinch’s Hinch Army even bill a methodical cleaning session as meditative.
Happy Good Friday my Hinchers! Are you all having a lovely day? 💛🐰 Now .. where do I even begin with this caption 🙈 First of all I’ve always known the strong power of you all when you come together! You’re such an amazing loyal community helping each other, but never in a million years did I think a milestone like this could ever be reached! I never thought I (Soph) would ever become the Sunday Times Best Selling Author!! A book chart that I didn’t even know existed if I’m honest let alone make it to the top. So I wanted to dedicate this post to thank every single one of my Hinchers from the bottom of my heart. I need you all to know that if I can be on a journey like this , you can too, anything is possible! I want you ALL to be so proud of your homes and show them off , every home tells its own story , and if you’ve read my book already you’ll know just how much that means to me. I don’t know about you guys but I used to see a lot of makeup , diets , hair , squats , designer wear on my insta feed daily ... but now not so much! If you’re anything like me (as much as I love lashes hair and make up 🤣) my home comes first, and now I feel like this community of just loving the simple things in life (a grey Minkeh 🤣) has grown at a phenomenal rate on Instagram and I’m so grateful to be a part of this huge insta family. So please please my Hinchers believe in yourself , it’s ok to love your “boring life” , I certainly love mine! And I’m so proud you’re all in it! Have a wonderful evening hinching or no hinching , I’m excited to get the wax melts on , my Easter egg out the cupboard , the blanket on the sofa and a TV night with my Jamie , Handsomes and bump. Gretel might even make another appearance 🙄 who knows 😂 all the best my darlings! I owe my journey to you ❤ xxxx #mrshinch #hinchyourselfhappy #hinching #imahincher #hincharmy
As for Mrs Hinch herself, she credits cleaning as her coping mechanism for panic attacks. “I was never cleaning because I was panicking about my house not looking perfect,” she said. “I just found that by cleaning I could calm myself down if I felt a panic attack coming on.”
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How does this work? Psychologist Iris Martin tells us panic attacks originate from the unknown, while housework and cleaning offers comfort in familiar ground.
To surmise, if you’re feeling anxious or stressed, put aside some time to detox your home and you’re guaranteed to feel better. Hinch yourself happy.
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