In recent years, cleaning has become a genre of its own on social media in which influencers show homes undergoing dramatic transformations using generous amounts of cleaning products, powerful jets of water and intensive scrubbing.
The results look great on camera: Everything is shiny, clean, organized and looks new. But is that really the right way to clean? It turns out that what looks good in a video is not necessarily good for the surfaces, furniture and appliances being cleaned.
(Photo: alphaspirit.it, Shutterstock)
The excessive-cleaning trend, known on social media platforms including TikTok and Instagram under hashtags such as #CleanTok and #Overcleaning, and in Israel also as #חולתניקיון, is a local and global viral phenomenon in which influencers film themselves cleaning their homes energetically and often excessively. The trend includes flooding rooms with large amounts of water using a hose or pressure washer, mixing huge quantities of cleaning products and scrubbing surfaces with a broom or brush, all while documenting the process for social media and adding a heavy dose of ASMR audio that emphasizes the various cleaning sounds. Whether it inspires envy or skepticism, we asked experts whether the trend is worth adopting.
“Water and wood boards do not go together,” says Kfir Avigad, owner of D-box Trade, which markets EGGER products for kitchens and closets. “If we are talking about natural wood, that is a different story, but when it comes to wood boards, it is important to understand that not every material marketed as water-resistant really is.”
According to Avigad, manufacturers in the past were more careful about the quality of plywood boards, while today, in some cases, the quality is lower than people assume and their resistance to liquids is therefore limited. He also notes that, because Israeli importers bring in wood boards from different sources around the world, it is difficult to give one sweeping recommendation that fits every surface and covering in the home.
Still, his basic rule is clear: Do not clean wood with water. Instead, he recommends using a mild cleaning product in a moderate amount, such as a little dish soap or a gentle window cleaner.
“Another point that is important to take into account is the glue: Not every carpenter uses water-resistant adhesive, and when water penetrates the board it can be absorbed, cause swelling and damage the structure of the material, including parquet flooring. So even if a wooden surface appears sealed and durable, it is best to avoid flooding it and clean it gently and in a controlled way,” he says.
Guy Natan, deputy CEO of Semel Kitchens, says excess water and aggressive cleaning agents can damage a kitchen over time.
“Most kitchen fronts and cabinets, except aluminum kitchens, are made from wood-based materials, so massive or prolonged exposure to water can over time cause swelling, warping and changes in the shape of the material. Brief, accidental contact with water should not cause damage, but direct spraying or regular use of large amounts definitely can damage the kitchen,” he explains.
Natan says there is no need for bleach, strong degreasers or aggressive cleaning products in a normal household cleaning routine.
“In most cases, a little dish soap or even a simple window-cleaning product will do the job very well. Clean gently and then dry, just as you would clean a window. The most important rule is to avoid flooding the surface and using strong substances unnecessarily.”
Porcelain surfaces are a different matter. Bar Gatnio, architect relations manager at Shish Gatnio, says porcelain surfaces are now used in a wide range of applications in the home, from kitchen worktops and islands to wall coverings, bathrooms and furniture.
“One of the major advantages of porcelain granite is its high durability and ease of maintenance: There is no concern about using a large amount of water or direct spraying with a hose, and even the joints are not a weak point thanks to the use of high-quality adhesives and precise installation,” Gatnio says.
“The surfaces are also resistant to cleaning and disinfecting products, including bleach, degreasers and acetone, although in most cases a damp cloth is enough for cleaning. People tend to worry that dirt will penetrate the texture because it looks and feels like natural stone, but in fact it is a sealed material that does not absorb dirt or cleaning substances.”
Michal Shemer Ohana, marketing manager and co-owner of Absoluto Stone and Marble, explains that natural stone is now used for many applications in the home beyond kitchen countertops.
“It is incorporated into flooring and wall coverings, bathrooms, stairs, fireplaces, carpentry and furniture, tables and decorative elements, and of course outdoors as well, on balconies and around swimming pools. This variety of uses actually illustrates why it is not accurate to say that natural stone is ‘afraid’ of water.
“Natural granite, for example, is one of the strongest and most durable natural stones, and travertine is formed in nature in environments of water and mineral springs. When the type of stone and finish are matched to the application and installation and sealing are done professionally, natural stone can cope very well with wet environments and exposure to outdoor conditions for years.
“The problem begins mainly when standing water remains for long periods on stone with high absorption, when sealing or joints are defective, or when maintenance is not appropriate for the type of stone.
“In fact, one of the mistakes we encounter more often is actually in cleaning: Using limescale removers, vinegar, acidic substances or aggressive cleaning products on marble and travertine can etch the surface of the stone and damage its finish, while excessively strong water pressure can damage grout, silicone and joints.
“Even when it comes to highly durable stones such as granite and quartzite, we recommend gentle cleaning with a pH-neutral product suitable for natural stone. Stone is a material meant to live with us and age beautifully, so the secret is not to be afraid of it but to understand it, match it properly to its use and maintain it accordingly,” she explains.
A jet of water for the whole house?
Alissa Keisar, a chemist and science writer at the Davidson Institute of Science Education, explains that the guiding principle in cleaning is that no single substance or method is right for every surface. It is all a matter of dosage, matching the method to the material and following the manufacturer’s instructions.
“I can give several clear examples of damage caused by using the wrong method or flooding,” Keisar says. “For example, flooding with water is wood’s sworn enemy. Washing the floor with large amounts of water without protecting furniture legs, such as with rubber caps or plastic covers that raise them off the floor, will eventually destroy the furniture.”
What about appliances such as an oven or refrigerator?
“Washing with running water without protecting electronic components, fans or heating elements, such as in a pop-up toaster, will cause a short circuit and destroy the appliance.”
Keisar stresses that it is important to use cleaning products designed for each electrical appliance, rather than simply using a hose or pressure washer.
“For example, a washing machine requires specific cleaning products. Using the wrong substance can eat away at and destroy the rubber seals inside it.”
She also emphasizes the risk of electric shock.
In the various cleaning videos, it seems the more cleaning product, the better. What do you think?
“My opinion is absolutely not. Excess cleaning products do not make the house cleaner. They simply leave residue and can damage the finish of surfaces and furniture, appliances, windows, doors and light fixtures, and worst of all, they can endanger health.
“Overexposure to or inhalation of bleach, meaning chlorine fumes, for example, can cause irritation and even damage to the respiratory system, eyes and skin, depending on the concentration and ventilation.
“The simplest rule is always to follow the instructions on the packaging, never mix cleaning products and do not forget gloves to protect your hands.”