The Pink Stuff was named Product of the Year 2025 in the USA and has won over millions of people thanks to viral marketing on TikTok and other social media platforms. The famous pink paste shows up in “satisfying cleaning” videos, where greasy surfaces are transformed into spotless shine with just a few scrubs. But is it really that effective? 

For a long time, deep cleaning was seen as an “extra,” something for special occasions or when dirt had already gotten out of control. But today, the conversation has changed. In 2025, families, professionals, and even short-term rental hosts see detailed cleaning as a priority, an essential care for health, well-being, and home preservation.

Have you seen those mesmerizing cleaning videos with buckets overflowing with foam, layers upon layers of products, and colorful mixtures that look more like lab experiments?  They go viral easily, capturing attention, generating shares, and often converting into sales or visibility for the creator. This phenomenon on social media, especially TikTok, is informally called cleantok, and while it seems harmless, it brings real risks.