We’ve all got our go-to feel-good rituals: sipping Karak, some skincare, binge-watching Netflix, or eating ice cream at midnight. But what if the real feel-good hack was hiding in plain sight (under your kitchen sink)? Clorox just dropped a neuroscience study that’s about to change how you think about cleaning, and honestly, the results are wild.
Using EEG headsets to measure real-time brain activity, Clorox conducted an experiment in the UAE and KSA comparing how people felt whilst cleaning versus doing their favourite feel-good ritual. Participants included radio presenter and entrepreneur Kris Fade, Saudi influencer Joud Aziz, and others who were monitored as they mopped floors, wiped counters, or indulged in activities like gaming, drinking Karak, or watching videos. The results? Cleaning triggered a 20% higher “Feel Good Index” score than their chosen rituals. One participant experienced a 54% feeling good from mopping versus eating ice cream. Another felt 31% better cleaning than scrolling through their favourite content.
To back this up, Clorox partnered with Censuswide for a survey across the UAE and Saudi Arabia, and the numbers are staggering. A whopping 98% of respondents said cleaning helps people feel good, whilst 96% felt better after cleaning or even just walking into a freshly cleaned space. Nearly half (46%) said they always clean to feel better, more than double the U.S. average of 21%. And of those who clean themselves, 99% consider it emotional support or stress relief.
Participants described feeling joyful (74%), refreshed (68%), calm (62%), and even energised and proud after cleaning. In a region dealing with burnout, screen fatigue, and constant news cycles, these emotional payoffs matter more than ever.
“We’re not saying give up your Karak or your candles,” says George Rechdan, MENA Marketing Director at Clorox. “But don’t underestimate how good a clean home can feel.”
So next time you’re stressed, maybe skip the scroll and grab a mop instead. Your brain will thank you.