Luke Arnell-Cameron is the founder of Yass Clean, one of the UK’s fastest-growing cleaning brands born from social media. What began as light-hearted product reviews on TikTok under the name Lopwert quickly captured the attention of millions, turning a passion for cleaning into a viral movement.

In just three years, Luke built an audience of over one million followers and generated more than 500 million views. That momentum led to the launch of Yass Clean — a brand on a mission to bring fun, fabulous energy to everyday cleaning while delivering products that genuinely perform.

Since launching in November 2024, Yass Clean has sold over 750,000 units, powered by a creator-led community and viral live shopping on TikTok.

Today, Luke combines social media expertise, community-driven marketing and product innovation to transform a traditionally dull category into something vibrant, engaging and highly shareable.