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The Clorox Brand Partners with Vox Creative to Launch Popsugar Series Demonstrating the Transformative Power of Clean

“Start clean,” hosted by Queen of Cleaning on TikTok, Vanesa Amaro highlights the link between a clean environment and one’s physical and emotional wellbeing


In partnership with Popsugar and Vox Media’s award-winning brand studio, Vox Creative, the Clorox brand launches “Start clean,” a content series that offers a fresh take on the act of cleaning, emphasizing that it’s more than creating a clean space or disinfecting a surface – it’s about using those moments to inspire fresh starts both physically and emotionally.

The video series is hosted by Vanesa Amaro, Clorox spokesperson and the Queen of Cleaning on TikTok, and is rooted in the brand’s purpose to champion a cleaner world where everyone thrives. Live today on Popsugar, each episode features Amaro guiding real people through a free cleaning, discussing how a clean space improves their lives.

“At Clorox, we know cleaning can mean so much more than just physically tidying up a space,” said Rita Gorenberg, Senior Director of Brand Engagement at The Clorox Company. “After launching Start clean as the brand’s creative platform last fall, we saw an opportunity to bring our ethos to life by helping individuals who are working hard to support their family and communities and just needed a little support evolving their physical space to help them achieve their goals. We hope viewers will hear these stories and take away that it’s more than just creating a clean space – it’s about using those moments to inspire fresh starts both physically and emotionally.”

Through the series, we follow Austin, Texas residents and local organizations including:

  • Kuwanna Jones, a single mother of three and a small business owner who struggles to define her living and home office space and keep her house clean. As Kuwanna works to grow her small business, Majestic - Bath, Body & Home, Vanesa helps her create distinct and more manageable, clean spaces where her business—and family—can thrive.
  • Bryan Garcia, a program manager at allgo – a nonprofit that celebrates and nurtures queer people of color – looking for support in creating a cleaner, inviting space for its community members. With a small team and limited financial funding, cleaning has taken a back seat, and Vanesa shows Bryan how to maintain the space on a day-to-day basis.
  • Katie Stahl & Lucy Gross, co-founders of SAGE Studio & Gallery, a nonprofit that provides artists with intellectual and developmental disabilities the resources needed to produce, exhibit and sell their artwork. With Vanesa’s help, SAGE Studio & Gallery gets a fresh start and Katie and Lucy learn how to choose the right cleaning tools and methods for their unique space.

Each episode shares serviceable cleaning tips that viewers can put into action within their own living spaces. In addition, Vox Creative has amplified the custom content series through an Instagram Reels series and short-form TikTok extensions.

“The Vox Creative team saw this partnership as an opportunity to speak about cleaning in a new way—full of empathy, connected to wellbeing and steeped in complete understanding,” said Laura Delrato, Creative Director at Vox Creative. “We know there’s a link between a clean space and a clear mind. Each story supports this notion while bringing Start clean to life through real people centered around themes of family, creativity and new beginnings.”

To view the Start clean video series, visit

About Popsugar

Popsugar is the #1 most-engaged with women’s lifestyle site in the U.S. [source: ComScore, November 2021]. The brand reaches young women through its positive and purpose-driven content across multiple platforms, spanning entertainment, fitness, style, and shopping. Popsugar is part of Vox Media, the leading modern media company.

About Vox Creative

Vox Creative is Vox Media’s award-winning brand studio. Vox Creative’s team of strategists, writers, storytellers, and analysts create original content and experiences that connect brands with influential audiences across Vox Media’s editorial networks and beyond. Vox Creative’s work spans short and long-form video, podcasts, explainers, experiential, shoppable content and more. They’ve built houses, invented cocktails, produced documentaries, traveled inside companies to uncover untold stories, and, on rare occasions, have gone to the moon.

About The Clorox Company

The Clorox Company (NYSE: CLX) champions people to be well and thrive every single day. Its trusted brands, which include Brita®, Burt’s Bees®, Clorox®, Fresh Step®, Glad®, Hidden Valley®, Kingsford®, Liquid-Plumr®, Pine-Sol® and Rainbow Light®, can be found in about nine of 10 U.S. homes and internationally with brands such as Ajudin®, Clorinda®, Chux® and Poett®. Headquartered in Oakland, California, since 1913, Clorox was one of the first U.S. companies to integrate ESG into its business reporting, with commitments in three areas: Healthy Lives, Clean World and Thriving Communities. Visit to learn more.

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