• by Colin Kirkland , June 23, 2023

Personal-care product care company Unilever and TikTok have announced a global #CleanTok partnership that aims to tap into a growing trend of “GenZs who see staying home and cleaning as the new going out.”

“Cleaning our homes took on new meaning during the pandemic, but it’s no longer just about killing germs and removing stains,” explains Unilever in a blog post. “It has increasingly become about satisfying experiences.”

TikTok’s #CleanTok trend and community has become hard to ignore since the start of the COVID-19 pandemic. Content creators also known as “cleanfluencers” have fueled over 79 billion views of #CleanTok, surpassing #BeautyTok which has 50 billion views.

Unilever believes TikTok’s growing cleaning trend leads to product sales, citing internal data showing that 54% of users bought a household product after seeing it on the platform, with 71% of these purchases being unplanned.

“Almost 70% say that TikTok played a role in their discovery of household products,” the company states, “and TikTokers are 1.5 times more likely to immediately go out and buy something they discovered compared to the users of other platforms.” 

The partnership, which includes several Unilever home-care brands like Dirt Is Good (DIG), Cif, Domestos, Sunlight and Comfort, will run through January 2024 in the UK, Vietnam, Turkey, Brazile, Philippines, Thailand, France, the Netherlands, Argentina and Indonesia.

Cleanipedia––Unilever’s website devoted to providing cleaning tips and advice––will be #CleanTok’s exclusive sponsor, alongside over 100 cleanfluencers. With millions of followers between them, these creators will be tasked with producing content about cleaning hacks and tips while pushing Unilever's home care portfolio.