Social media content creator Auri Kananen has turned his initiative, which started with the slogan "cleaning the dirtiest houses in the world for free," into a digital commerce empire worth millions of euros.
According to Milli.Az, the phenomenon known as "Aurikatariina" has created a new generation business model by combining traditional cleaning services with the modern "content economy."
Kananen's business system does not require any payment from homeowners. However, this "free" model transforms into huge advertising and sponsorship revenue thanks to the globally millions of views that the shared videos accumulate.
According to data from 2026, his total follower count on YouTube, TikTok, and Instagram has surpassed 25 million.
This vast audience forms the basis of annual multi-million euro contracts with cleaning product manufacturers.
The media company founded by Kananen surpassed a turnover threshold of 1 million euros (approximately 1.8 million AZN) in the 2025 fiscal year through advertising revenues, brand collaborations, and sales of its own products.
The funds obtained cover the costs of professional shooting crews, international travel expenses, and furniture and item assistance provided to homeowners in need.
In his videos, Kananen does not only show cleaning techniques. He also draws attention to the stories of people who have difficulty managing their living spaces due to severe depression, physical disabilities, or hoarding disorder. In this way, he instills both cleaning motivation and psychological support in his followers.