Meet the digital disruptors bringing glam to the grind

Stepping into their comfort zones, these content creators are bringing out the joy in cleaning. In character, mop in hand, aprons on, they are redefining what it means to care for your space thanks to Cleanipedia's Bakhombise campaign — one hilarious and passion-filled moment at a time.

Neo Ndemande

When Neo shows up in front of the camera, fully styled — even for cleaning — he says he wants people to know he puts effort into his look, “I want it to be known that I look good and smell great, which makes me happier and more confident. This is something that the audience picks up when watching you.” As a fashion-forward creator, he says the Bakhombise campaign is about showing that although cleaning may not be all that glamorous, the end result often is. “To get a glamorous result, you need to do the dirty work.”

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Capturing Cleanipedia's attention with his well-curated and aesthetically- pleasing content, Neo asserts that content about cleaning doesn’t need to be aesthetically coordinated and technical to be impactful. “You can talk about cleaning and offer people cleaning tips instead of the regular ‘clean the house with me.’”

As seen in Neo's takes, the campaign highlights and affirms that looking good and doing good are complementary of one another: “With every interview I conduct, I realise people’s confidence and the way they look and smell go hand in hand. It’s proven time and again that if you look good, you feel good. And I feel it’s important to look clean, even if you don’t feel great. When you look clean you are more confident, and confidence is key in this industry. The more confident you are, the further you will get.”

As someone with an eye for visuals, the storytelling behind his content is filled with intention. “I deal with fashion and glamour — I must always have an eye for the most visually appealing areas of an event with the best lighting, sound and people. This is because, when you talk of glamour and luxury, you must look the part. I want to show people that it’s possible — hard work and consistency really do pay off!” The campaign has also shown Neo the power of social media as a broadcasting network. He notes that the people he interacts with online and during interviews tend to take him more seriously when he is more stylish, more sassy. This has helped him reflect on what will gain the most attraction from viewers.

From humble beginnings — where he was stopping people in the street and asking them about their outfits — to a few months later, rubbing shoulders with celebrities he looked up to, Neo says, “I want to show the audience that if you put time and intelligent effort into a project, the sky is the limit.”

Robyn-Leigh Mentor

“Hey world, this is me, robyn- leigh — a little chaotic, sometimes confused, but always real,” shares Robyn-Leigh. “When I was first approached for this campaign, I ran to Google Translate to find out what ‘bakhombise’ meant. When I saw it meant ‘they showed them’, it hit home. Because that’s exactly what this moment is.”

Expanding on what attracted Cleanipedia to her content, Robyn-Leigh says her authenticity was a key deciding factor. “Honestly, who does get things done on time all the time? Life happens. I think Cleanipedia saw the value in that realness. There’s something refreshing about content that doesn’t pretend, and I believe they appreciated that.” For Robyn-Leigh, this looks like filming as life happens. She enlightens that some days she’s solo in the kitchen, having to prep, cook and clean, “So I pop the camera on and let it roll. It motivates me to get things done. Unless my mom calls, then it's done ‘now-now’! My goal is to make people feel. Whether it’s laughter, comfort or just the sense of being understood, I want my content to connect with my audience. Life is already serious, so I want my space to feel positive and light-hearted.”

Good news for many, Robyn-Leigh believes it’s important for procrastinators to feel seen by the campaign. She shares that when she started creating, she noticed how perfectly curated every influencer's page looked. “But it didn’t feel inclusive, you know? I remember taking foodie pics on a white board just because I didn't want to show my mom's grey kitchen counters. Now? Who cares! I've built a space where we could meet in gowns and rollers and still feel seen. Just because we said we’d do it ‘now-now’ doesn’t mean we’re lazy. We show up even if it takes a while.”

Go-to product for that last-minute clean:

As much as I love the comfort trick [below], I’m definitely a sparkling toilet girlie. I grab the Domestos right before guests arrive because, let’s be honest, using someone else’s bathroom is a make-or-break experience. It has to sparkle and smell clean. No negotiations.

How Robyn keeps a fresh scent:

Spritzing diluted comfort fabric softener in a spray bottle all over pillows, curtains and carpets. It’s my go-to when I need the house to smell like fresh linen — and fast. gamechanger!

Elated to be taking her audience on the journey with her, she says, “This is our moment. None of this would be possible without the OGs who’ve followed me from the start. This feature is a celebration of them, too.” Looking back at her early career and speaking to the moment, she says, “In 2020, I was working a government healthcare job. I told my parents I wanted to go into content creation, and they were (understandably) nervous, like, ‘How do you earn a salary from that?’ But I took the risk, and by standing in this moment now, I can proudly say so far, so good.”

Robyn-Leigh believes we all have a higher purpose... As for that little voice in your head telling you to dream big? “Listen to it. Not everyone will get it and that’s okay! Just don’t lose yourself tryingtobeunderstood.”

Sabelo Elkah

Affectionately known as “the sunday Guy” Sabelo’s audience looks forward to his Sunday vlogs that feature soothing cleaning and cooking content. Bringing his expertise, confidence and clarity to the Bakhombise campaign, he shares that he has mastered cleaning hacks and tricks. If you’re one of the adoring followers who camp on his feed, you’ll agree that his content feels like a guidebook-meets- meditation. How does he balance the educational and emotional aspects? “The most important aspect of my work is storytelling. I am very intentional about my music choices, the visuals I use and my editing style to make my content more meditative. Music and cleaning have always been part of our culture — especially when we're growing up. Our mothers cleaned on Sundays while R&B played in the background... This has inspired my content and storytelling. I then use the text in the videos and captions to educate.”

As a trusted voice in the cleaning space, he shares that the main purpose behind his content is to show people that you can take pride in yourself and your space, no matter what stage of life you’re in. “Keeping your home tidy can be therapeutic. The less clutter I have around, the more my mind feels calm. We all deserve that calmness in our lives and I want people to feel lighter after engaging with my content. I want them to connect with me on a human level... This is why I do not aim for perfection, I am just me.”

For most creators, a shift happens when brands start paying attention, and there are campaigns that not only shift how you view life but also, how you see yourself. This was the case for Sabelo, who shares that the Bakhombise campaign didn’t just amplify his voice—

it deepened his ‘why’. “Before, I saw myself as a creator sharing practical tools and inspiring aesthetics. But through this campaign, I’ve come to realise I’m not just in the business of content — I’m in the business of culture-shifting. I’m helping redefine what it means to take care of your home, especially in our communities where that kind of pride hasn’t always been celebrated or seen as powerful.”

For young creators, Sabelo represents opportunity and permission, as he describes, “For young creators to see someone like me — someone who looks like them, speaks like them, comes from similar spaces — doing this work with intention, it gives permission. Permission to dream differently. Permission to take up space in places we weren’t always told we belonged. This is especially true in the home and lifestyle space, which hasn’t always reflected us authentically. It says: You don’t have to change who you are to be impactful. You can lead with heart, with culture, with care.”

He affirms that you can turn what you know, what you’ve lived, into something meaningful. And maybe most importantly, it shows them that even something as “ordinary” as cleaning can be a platform for healing, for storytelling, for influence. “When they see me do it with pride and purpose, it reminds them that there’s power in intentionality. That success isn’t just about going viral — it’s about standing for something. So, if my presence in this space sparks even one young creative to say, ‘Wait, maybe my story matters too’, then I know I’m walking in purpose.”

“As a creator, especially in the cleaning and home space, there’s pressure to always have the ‘right’ method, the perfect product, the expert voice. But what I was missing was a central, trusted source — somewhere I could turn to not just for tips, but for reliable, culturally relevant and practical solutions that work for real people in real homes,” says Sabelo. “Cleanipedia gave me that foundation. It became more than just a resource — it became a partner in purpose. It helped me sharpen my own knowledge, simplify complex routines and offer my audience answers they can trust. Whether it’s how to tackle stubborn stains or create a mindful cleaning schedule, it gave me the confidence to say, ‘Here’s not just what I do, but here’s why it works.’”

Sabelo's Cleanipedia dream come true:

The one thing I needed to solve for — and what cleanipedia really helped me figure out — was clarity in the chaos.

Smangele Dudle

If joy had a spokesperson, it would be smangele, aka thick Dudle. Her signature blend of humour, movement and heart, reminds us that cleaning can be electric. “This campaign feels like it was created with people like me in mind,” she says. “It’s about being your full self while making cleaning fun and expressive.” And Smangele's content didn’t start as a strategy — it was a lifestyle. “I’ve always been that person who finds joy in the small things,” she shares. “Dancing while cleaning became jokes, then skits and it just took off from there.”

Smangele's go-to product:

Handy andy multipurpose Spray. It’s my secret weapon for everything — counters, shoes, bags... It's fresh and reliable!

Her vibrant energy is what attracted Cleanipedia. “Being real stands out and I show up fully every time. I think they saw the creativity and joy in that,” she says. With over 1.3M TikTok followers, her hope for viewers is simple but powerful: “I want people to feel joy. Like they can be themselves and still have fun doing ordinary things.” In her lowest moments, Smangele finds upliftment in the joy she brings to viewers. She emphasises this as the heart of Bakhombise.

When Smangele's dancing with a mop, it’s more than just entertainment, it’s empowerment. “I’m showing [people] that you don’t need a stage to shine. Your kitchen floor can be your spotlight.”

Her love for music, comedy and movement have been instrumental in her success. Her formula, as she calls it: “Music sets the tone, comedy keeps it fun, and movement brings the story to life.” Smangele states that brands should embrace bold personalities, because realness is what helps people feel connected. “When people see themselves in content, they feel validated. Loud, funny, soft, quiet — it’s all valid.”