MRS Hinch made a whopping £4.4 million last year before taking a step back to grieve the sudden loss of her dad.
The mum-fluencer, whose real name is Sophie Hinchliffe, nearly doubled her earnings from 2023 before she took a hiatus from the spotlight.
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The mum-of-two, who is currently pregnant with her third child, was left heartbroken when her dad Alan passed away “suddenly but peacefully” in April 2024.
She was left in “deep, unimaginable pain”, and went on a social media break while navigating grief.
The 34-year-old was able to do so with multi-millions in the bank, new Companies House documents show.
In the financial year to April 5, 2024, Mrs Hinch experienced her most profitable year since bursting onto the social media scene in 2018.
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The bumper earnings represent her first financial year after cutting ties with Tesco in April 2023 to focus on “other exciting projects”.
Tesco’s Mrs Hinch collection launched in January 2021 with items like bedlinen, loungewear, heart-shaped bowls and candles.
But her main focus for 2024 was designing brand new cleaning product scents for household brands, such as Lenor and Bold.
As a result, she made an eye-watering £4,364,134 profit, compared to £2,789,729 in 2023.
Her company reported cash at bank and in hand at £4,179,283 for 2024, while she was still due £748,130 and had tangible assets at £81,123.
“People assume I am obsessed with cleaning, but the truth is I’m not,” she revealed in February last year.
“I clean because it’s my therapy.
“It helps me feel in control.
“I feel I have accomplished something each day, and it frees my mind from over thinking and over worrying.
“In fact, cleaning changed my life.”
Highest Paid Homefluencer
Mrs Hinch amped up her partnership with cleaning parent company Joy of Clean last year to produce her signature laundry scent, Frosted Rose Wonderland.
Joy of Clean is the parent company of brands like Bold, Lenor, Flash and Fairy.
Among Mrs Hinch’s other products with the cleaning giant were the £3.50 Flash Spray Wipe Hinched Antibac Cleaning Spray in ‘wild berries’ and Bold White Musk & Golden Maple detergent pods, fabric conditioner and laundry gel.
There was also the Vacay Vibes collection of Febreeze Air Mist, Fairy Max Power, Flash All Purpose Cleaner and Fairy dishwasher tablets.
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All of these products were put up for sale in Home Bargains, which led to her being honoured with a truck of the brand reading ‘Hinch Bargains’ on the side.
“If you’ve followed my crazy journey from the start, you’ll know just how much this means to me,” she shared on Instagram at the time.
“My mind is blown.”
Research has revealed Mrs Hinch rakes in an average of £5,900 each time she posts on social media – including ads for her cleaning products and other brand deals.
If you’ve followed my crazy journey from the start, you’ll know just how much this means to me
Mrs Hinch
She was listed as the highest paid ‘homefluencer’ or ‘cleanfluencer’ in the UK – and the second highest worldwide – by ratings site GoCompare.
The mum created her Instagram account, @mrshinchhome, in March 2018 and accumulated a whopping two million followers within one year.
She now has 4.8 million followers hanging on to her every home and cleaning tip.
Before her partnership with Joy Of Clean, Proctor and Gamble signed Mrs Hinch as their key ambassador in 2019.
‘A question I am asked daily’
Alongside being candid about her struggle with grief following the death of her dad, Mrs Hinch also used 2024 to get more candid about family life.
She gained over 100,000 more followers after revealing that she and her eldest son Ronnie, five, had both been diagnosed with autism.
“A question I am asked daily: ‘Mrs Hinch, is Ronnie autistic?’” she bravely penned on Instagram in December 2023, during her latest financial year. “Yes, our wonderful Ronnie is autistic. In fact, I am too.
“Both Ron and I have had confirmation for a while now. We decided as a family to take our time to process, to learn, to grow and to find our way together before we shared.
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“So, that’s exactly what we did and are continuing to do each day.
“Ronnie, thank you for being ours, for being so precious and simply incredible. Because of you everything finally made sense to me after 33 years.
“You are my absolute inspiration in life. Mummy is right here with you, in this together, forever.”
Mrs Hinch also shares a three-year-old son named Lennie with her husband Jamie.
Baby Joy
Being open and honest has been a winning strategy for Mrs Hinch cementing herself as a household name and woman of inspiration among millions of Brits.
So, it makes sense that her fans were overjoyed when she revealed that she was pregnant with her third child in November last year.
She paid tribute to her dad Alan when announcing the news, writing on social media: “Heaven was too far to visit, so you sent us a special gift from up above.
“I have no doubt you sent him to us Dad, to fill our hearts with so much love.”
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Mrs Hinch added: “I love you, Dad.”
The mum-of-two beamed that baby number three will join the Hinch clan in 2025, dubbing her children “the three musketeers”.
“Bring on the absolute carnage boys,” she joked.
Celebrities and fans alike were quick to flood the comments of her Instagram post with well wishes and congratulations, including Stacey Solomon and Molly-Mae Hague.
Read more on the Scottish Sun
By being open and vulnerable with her fans throughout the year, Mrs Hinch was able to raise the profile of important issues.
She was also able to boost her personal profile, resulting in better brand deals, more sales and ultimately, more fans looking to learn how to clean their homes the Hinch way.
