Are you a bathfluencer? Probably not, but you might want to be aware of their existence, not least because The New Yorker has just published an article about them.

A quick recap. You know about Instagram, the place where you post pictures of your perfect life? And you know determined Instagrammers become influencers on the basis that the pictures they post make Instagram types drool? Well, bathrooms – the right sort of bathrooms, with stacks of fluffy white towels and tongue-and-groove walls – are the drool jackpot.

[Their retro wedding kept Instagram feeds buzzing]

People love to perv on other people’s bathrooms, apparently more than they like to lifestyle ogle any other aspect of their lives. Not any old bathroom – can’t stress that enough – but the sort of bathroom that Meghan Markle might own.

There’s a formula to bathfluence as there is to parkfluence (pictures of autumn in the park). It’s never the picture of the adorable toddler kicking leaves with white-haired granny in her waterproof poncho and misted up specs. Oh, no!

It’s always the adorable toddler in his adorable yellow mac, and a star-print scarf and speccy granny is well out of shot.

Granny is never turning up on your Instagram, by the way, unless she looks like Twiggy on a good day. Neither is your teenager with spots and difficult hair. Your bicycle is (if it’s a Lady Pashley with a basket). There are no mobility scooters on Instagram. No abandoned crisp packets. All the tracksuits are cashmere with a rainbow stripe.

The same situations – the influencers’ money shots, if you like – crop up all the time. Here’s what’s currently in the influence chart:


In this bathroom, there will be expensive products on view, if not antique glass display bottles. There will be stacks of towels, like you get in hotels and his ‘n’ hers dressing gowns. What a bathfluencer’s bathroom is not going to feature, ever, is a loo brush, a pedestal mat, a chrome pedal bin, a clothes drier or an air vent. You can’t be a bathfluencer with an internal bathroom, sorry to say.


This bedroom has probably got a bath in it – seriously – with a sheepskin instead of a bathmat, a pointless pretty eiderdown and an equally pointless Welsh blanket. To be a bedfluencer, you probably need minimum six pillows, and you are paying a lot of attention to the stuff dotted around, eg books with attractive block-print covers.


Just about level pegging with bedfluence, but it’s a lot harder to pull off a convincing bit of kitchenfluence. If you don’t cook, it will show and count against you (big clue: lots of copper pans hanging from butcher’s hooks). Also, a pink fridge lets you down.


With dogfluencing, you either have a beautiful dog, eg a whippet, and photograph it lounging elegantly on eau de nil velvet furniture, or you have any old dog and a very well-known owner.

The Daily Telegraph