How Mrs Hinch earned £2.8m last year – despite Tesco flogging her posh mugs and bowls for pennies
MRS Hinch raked in a whopping £2.8 million last year thanks to flogging cleaning products, running Instagram ads and book deals.
The mega-influencer, famed for her cleaning tutorials and home organisation tips, is sitting on a pile of cash and assets worth £4 million in her firm Mrs Hinch Ltd, according to Companies House.
And despite Tesco slashing the price of its Mrs Hinch merchandise, her 2023 fortune is still up by £2 million on her 2022 figures.
The 33-year-old domestic queen, whose real name is Sophie Hinchliffe, quit her job as a saleswoman in 2018 to pursue being an influencer.
The decision made her handsomely rich, with her now raking in an average of £77,000-a-week thanks to fans buying her products, books and endorsements.
She pocketed £2,789,729 in the year to April 2023, Companies House annual records show.
Her cash in the bank sat at £3 million, while she upped her employee count from two to four over the year.
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.
She was listed as the highest-paid ‘homefluencer’ or ‘cleanfluencer’ in the UK – and the second highest worldwide – by ratings site GoCompare in March 2021.
The influencer created her Instagram account, @mrshinchhome, in March 2018 and accumulated a whopping two million followers within one year.
Her fans became known as Hinchers and connected with the influencer through the hashtag #HinchArmy.
And despite fans loving her collections with Tesco, Mrs Hinch cut ties early last year to “focus on other exciting projects”.
The collaboration launched in January 2021 with items including bed linen, loungewear, heart-shaped bowls and candles.
Fans noticed something was up in February when Tesco started reducing merchandise, with mugs going for 75p, bowls going for 85p and bedding sets slashed to £6.
And despite the deal helping her earn £1.4 million in 2022, ending the relationship hasn’t stopped her fortune from growing.
Here, Fabulous takes a look at Mrs Hinch’s bumper 2023.
Cleaning Product Partnerships
She may have stopped producing homeware with Tesco, but Mrs Hinch’s products are still lining supermarket shelves.
She became a brand ambassador for Joy Of Clean in 2023, the mother company behind Flash, Febreze, Viakal, Fairy, Bold, Lenor, Ariel, Fairy Non Bio and Daz.
I am proud to be the crazy cleaning woman
Mrs Hinch
She has produced “Mrs Hinch recommended” Lenor, Bold and Fairy products – including fabric conditioners, detergents, washing up liquids and scent boosters.
Among the scents are Frosted Rose Wonderland and Pink Tulips & White Jasmine, which she said made her “proud to be the crazy cleaning woman”.
Before her partnership with Joy Of Clean, Proctor and Gamble signed Mrs Hinch as their key ambassador in 2019.
Destination Europe
Across the financial year, Mrs Hinch took some trips to mainland Europe to soak up the sun.
Among these is a family holiday to Mallorca and a jolly to Malta for her cousin’s wedding.
She also treated her sons, Ronnie, four, and Lennie, two, to a staycation at Center Parcs, where an average stay for a family costs £1,274.
In May last year, she jetted off to Portugal for a friend’s hen do and shared a video of her belting Christina Aguilera into a mic.
In July, the Hinchliffe clan jetted off to Spain for some fun in the sun, with the mum-of-two saying it “was everything they needed and more”.
Book Deals Galore
The home influencer tried her hand at children’s writing in February by releasing “Welcome To Hinch Farm”, which is based on her two sons in their huge farmhouse.
“This is by far the most sentimental and heart warming project I have ever had the joy of working on,” she said at the time. “My heart is literally bursting with pride.”
This is by far the most sentimental and heart warming project I have ever had the joy of working on
Mrs Hinch
It’s not her first rodeo in the work of literature, though.
In 2018, 11 publishing houses bid to join the Mrs Hinch gold mine and it was rumoured that a six figure deal was brokered for her first book “Hinch Yourself Happy”.
The self-help book sold 160,000 copies in its first three days of release in April 2019 and it became a Sunday Times Bestseller.
Her subsequent titles, which have sold a collective two million, were “Mrs Hinch: The Activity Journal”, “Mrs Hinch: The Little Book of Lists” and of course the life memoir, “This Is Me.”
ASA Trouble
In March 2023, Mrs Hinch’s Instagram posts were banned after the she failed to inform fans that she received royalties on items sold through her Tesco collaboration.
The ban came after the tidying whizz failed to make clear that she was advertising her own products in two separate posts in January 2022.
She used a link directing fans to buy her list book from Amazon and promoted heart-shaped bowls from the Tesco X Mrs Hinch collection.
The Advertising Standards Authority (ASA), which regulates influencer marketing, weighed in on both posts and banned them from being shared again.
When it came to the notebook, the ASA said the money-making intent of the post was “ambiguous”.
Regarding the bowls, the regulator said that “it was not clear that she received royalties from their sale”.
“As such, we considered that it needed to be made explicitly clear when content such as this, where she offered advice to her followers, was linked to a commercial deal that benefited her financially,” the ASA added.
Project Hinch Farm
The mum-of-two spent the year renovating her £1.1 million Essex farmhouse, which she shares with husband Jamie, 42, and sons Ronnie and Lennie.
The five-bedroom property is set on a plot of land with sprawling lawns for the family’s three alpacas and collection of chickens.
Across 2022 into 2023, Mrs Hinch transformed utility rooms, bathrooms and the kitchen in her farmhouse – joking that she was “excited to clean” them once finished.
She’s also a regular customer at British & Essex Wedding Florist of the Year, Stock Florist, to create wreaths, garlands and displays throughout her home.