Yass Clean: the inside story on the TikTok famous cleaning biz
TikTok has given us a huge array of new entrepreneurs – influencers who manage to transform an online following into a fully fledged brand.
Among the latest success stories is Luke Arnel-Cameron, known as Lopwert on TikTok who has launched Yass Clean.
This is a fun, affordable cleaning brand already disrupting the £1 billion UK home care market.
We had a chat with Luke to get the lowdown on his unique start and the latest cleaning business to watch…
An unconventional journey
His journey has been anything but conventional, though.
Luke explains: “I became a TikTok creator by accident, creating an account to test the platform in my previous role as a marketing manager.
“I started watching lots of videos and especially enjoyed the #TikTokmademebuyit content, I myself was influenced a bought a carpet scraper.
“I made an unboxing video and it went viral overnight, gaining me 10,000 followers in less than 12 hours.”
What began as product reviews then evolved into a business ambition.
“I first became a TikTok shop creator/affiliate and was one of the first in the UK.
“I then became one of TikTok shop’s top sellers on the platform, and as I had always wanted my on brand and had gained over one million followers with a loyal audience, I decided to use the money I had made as a creator and launch Yass Clean.” Luke explains.
Fresh and new
From the outset, Yass Clean positioned itself as different from legacy brands.
Luke adds: “I wanted to create a brand that had consumable products, but also something everyone could love and use at an affordable price.
“The cleaning market is dominated by a few large brands and I wanted to bring something, new, exciting and fresh to the table…so Yass Clean was born.”
An instant success
The vision resonated immediately, and on launch day Yass Clean sold out half of its stock – 70,000 worth – in just 24 hours.
Luke explains: “Overwhelming is the best word to use. Launch day we sold out all of our bundles, 50% of our stock, and the rest over the following 2 weeks.
“I listened to feedback and ideas and began creating new products within a month of launch.
“We also launched new scents based on customer feedback, too.”
The brand’s identity is clear and unapologetic.
“Our tagline is fun, fabulous and affordable cleaning.
“For me, it’s the scents and the formulas, they work well and smell amazing, all while being super affordable.”
TikTok support
Partnership with TikTok shop itself has been key to the company’s fast start.
“They were super helpful in our launch.
“Giving support through the process of launch (giving us access to their warehouse to film) through to us using FBT (fulfilled by TikTok) with out picking, packing and logistics, which has been a huge and key role in our growth.”
Enjoying the journey
Success isn’t without it’s challenges though.
Luke shares: “Fast growth at this scale has many challenges. Hindsight is a wonderful thing but my biggest lesson is learning not to be so critical of myself and enjoy the journey more.”
He’s quick to advise other creators eyeing the same path: “I wholeheartedly encourage it, but it’s tough and it’s a retail business.
“The important thing is to take your time, get it right, listen to your audience, and be true to yourself.”
The future of Yass Clean is ambitious: new markets, expanded scent ranges, and external certifications for vegan and cruelty-free standards.
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