How Aurikatariina Turned Cleaning Videos into a $36K/Month Business

Background

In September 2020, a Finnish creator began uploading videos under the name “Aurikatariina.” Instead of polished tutorials, she filmed herself clearing out trash, scrubbing grimy kitchens, and tackling homes neglected for years. Her content tapped into the global “clean with me” trend: viewers find satisfaction watching someone transform chaos into order. Within a year, she amassed over 2.05 million subscribers and more than 200 million views, all without paid ads or celebrity guests.

Channel Growth and Strategy

Most of her early uploads focused on eye-catching before/after reveals. A video cleaning a house untouched for six years hit 16 million views alone. She analyzed which thumbnails, titles, and video lengths resonated, then doubled down on those formats. Despite being based in Finland, she targeted an English-speaking audience by using clear on-screen text labels and ambient voice-overs in English. Frequent drops—often 3–4 times per week—kept her algorithm ranking high on related video suggestions.

Monetization Tactics

Aurikatariina layered three revenue streams: YouTube ads, affiliate links, and branded merchandise. In video descriptions, she linked directly to the exact cleaning supplies she used—eco-friendly solutions sold in her own online stores in the US, UK, and Germany. No random third-party promos—each link aligned with her brand and video content. She launched a line of hoodies and tees priced around €36 each, featuring her signature channel logo. With targeted CTAs and time-stamped product demos, affiliate earnings and merch sales combined to push her monthly revenue toward $36K.

Social Media and Community

Beyond YouTube, Aurikatariina cultivated followers on Instagram (2.6M verified) and TikTok (3.1M+). Both profiles link visitors back to her Linktree page, consolidating merch, product, and sponsor links in one spot. She uses Instagram Stories to tease upcoming projects and host Q&A sessions on cleaning hacks. On TikTok, she posts short highlights, which funnel curious viewers back to her long-form YouTube content.

Key Results

From zero to over 2 million subscribers in under two years. Over 200 million YouTube views, multiple seven-figure annual revenue, and a loyal global fanbase excited to buy branded hoodies and cleaning products. All of it started from a simple concept: film yourself cleaning, add genuine personality, and connect products directly to content.