The new "normal" way of life resulting from the global COVID-19 pandemic has given rise to various lifestyle trends. One that has swiftly picked up in Indonesia is a trend known as “quaranclean”. This refers to any activity where consumers undertake to preserve their mental and physical wellbeing through wellness-related products, cleaning routines and philanthropy activities during the long period of social restrictions.

According to a Mintel report, our mental state improves when our home is clean and organized. During the pandemic, we clean more out of necessity but also to maintain a sense of normalcy. There is an emotional toll when the state of our home deteriorates, especially as a result of spending more time at home due to the pandemic.