MRS Hinch has cut ties with Tesco after just two years of working with the supermarket giant.
Sources close to Sophie Hinchliffe say she has bid farewell to the lucrative partnership to focus on "other exciting projects".
The 33-year-old goes by Mrs Hinch online and has made a lucrative career as an influencer showcasing her home and uploading cleaning videos.
Tesco's Mrs Hinch collection launched in January 2021 with items including bedlinen, loungewear, heart-shaped bowls and candles.
The items were famed for their grey and silver tomes – like the first home she began uploading social media content in.
But Mrs Hinch products have been reduced in Tesco since February this year, signally the beginning of the end.
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The range has been totally removed from the supermarket’s website and some shoppers have picked up bits through clearance sales for as little as 25p in store.
A source said: “Seeing Hinch Homeware line the shelves of Tesco was a real pinch me moment for Sophie.
“She’s made the difficult decision to bring the incredibly successful partnership to a close as she moves to develop other exciting projects of her own which was not possible whilst working exclusively with Tesco."
The last time Hinchliffe mentioned her Tesco range on her Instagram profile was in September last year.
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Her social media empire is 4.7 million Instagram followers strong, with her profile now centering around her new country home – dubbed the Hinch Farm.
The mum-of-two has totted up brand deals with big cleaning names like Lenor, Flash and Zoflora.
At the end of December, Hinchliffe as the director of Mrs Hinch Limited filed accounts ending in April 2022 to Companies House.
Documents show she coined around £2.1 million in earnings over the twelve month period.
The accounts also showed she had pocketed a whopping £5 million in just two years.
Arguably Britain’s most popular influencer, she pumped her earnings into a five-bedroom Essex home to share with husband Jamie, 42, and their two sons Ronnie, three, and Lennie, two.
Hinch Farm sits on 1.7 acres and boasts a gated driveway, grand wooden staircase, stables, brand new kitchen and outdoor space to host the menagerie of animals including chickens, pigs and alpacas.
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