Meet the content creators making a living by cleaning and reorganizing their homes, one purse tower, acrylic plastic container, and egg organizer at a time.
— translation: they’re neatly arranged in acrylic clear stacking boxes or neutral-toned storage containers — and they look like they could belong to Khloé KardashianTouchland hand sanitizers in every color, single-use travel spoolies, miniature perfumes, a year’s supply of Tide-to-Go sticks. Seemingly every possible laundry product is neatly labeled and in prettier containers than they came in.
Rochelle Stewart of @operation_niki and Catherine Benson of @_catben_ have similar origin stories: mothers stuck at home during the pandemic who were able to successfully monetize their genuine passion for cleanliness and organization and become full-time content creators. For them, tidiness is a philosophy. “I always say ‘messy home, messy mind,’” Stewart, who lives in Nashville with her husband and three children, explains over email.
Duvall, who posts daily vlogs on YouTube and has a growing following of 760,000 on TikTok, begins his videos with a friendly “What’s up, girlie,” narrating whatever it is he’s doing, whether it’s pushing around a cart at Home Goods or meticulously decorating and stocking his pink double-wide home in Louisville, Kentucky, with all things aesthetically cute, pink, Barbie, or Hello Kitty.
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