She’s the former Essex hairdresser whose infectious enthusiasm for cleaning and down-to-earth personality have made her an Instagram — and publishing — star. Mrs Hinch, real name Sophie Hinchliffe, started posting about her cleaning routines on social media after discovering that setting to with a mop and bucket or cloths and disinfectant helped to calm her anxiety. But people loved her tips — as well as her habit of giving her favourite tools and products their own nicknames — so much she now has 3.2 million Instagram followers, called ‘Hinchers’, and her books are huge best-sellers.