In 2026, seeing a man vacuum his apartment is nothing unusual. But when that man has a fit physique, a confident smile, and a camera rolling, TikTok’s algorithm transforms an ordinary chore into viral content.
Welcome to the world of CleanTok—a rapidly growing trend where cleaning is no longer just a daily task, but a visually appealing experience that attracts millions of views.
One of the most talked-about figures in this trend is Vancouver-based creator Drew Holgrimsson. With hundreds of thousands of followers, his cleaning videos consistently go viral. In one clip, he demonstrates just how spotless his home is by eating directly off the floor he has just cleaned—leaving viewers both shocked and impressed.
Reactions vary widely. Some viewers joke about wanting a partner like him, while others question why such content is so engaging. Yet, the numbers speak for themselves.
For a new generation of creators, cleaning has evolved beyond a chore. It has become part of a lifestyle, a form of discipline, and even a personal brand.
Another popular influencer has gained millions of followers through “weekend reset” videos—calming, aesthetically pleasing clips of home cleaning paired with relaxing music. These videos turn routine tasks into almost meditative rituals.
Experts suggest that CleanTok is more than just a trend—it is perfectly designed for social media algorithms.
On one hand, there is the novelty factor. Men doing household chores on camera still stand out as engaging content. On the other hand, there is the visual appeal: order, cleanliness, attractive presentation, and a sense of control—all elements that perform well online.
As a result, cleaning content is increasingly framed as self-improvement. It’s no longer just about maintaining a home, but about showcasing productivity, discipline, and personal success.
However, there is a paradox.
CleanTok appears to challenge traditional gender stereotypes by showing men actively cleaning and organizing their spaces. At the same time, it introduces a new standard—where cleanliness becomes part of an idealized image tied to attractiveness, aesthetics, and lifestyle branding.
Meanwhile, the everyday, often invisible household work that happens behind the scenes remains largely unnoticed.
The question is no longer whether men will continue to share cleaning content online—that shift has already happened.
The real question is whether this digital aesthetic will lead to meaningful changes in everyday life, or remain just another curated showcase where algorithms favor what looks best rather than what reflects reality.
One thing is certain: in the age of TikTok, even a vacuum cleaner can become a cultural symbol—and cleaning has turned into a new way to be seen.