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Begoña Pérez Díez de los Ríos stands out as the author of the fast-sellling non-fiction title ‘Bego, La Ordenatriz’ in recent weeks.
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Although never a professional cleaner, Pérez picked up practical tips during the pandemic and built a sizable audience on Instagram.
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Earlier, he worked as a “professional organizer” for homes, earning around 50 euros per hour at times.
Begoña Pérez Díez de los Ríos, known simply as Bego, has become the latest publishing sensation in Spain. The book, Cleanliness, Order and Happiness, published by Planeta, has been on sale since September 7 and has topped the nonfiction charts. The industry has been surprised by its rapid ascent. The author himself acknowledged the unpredictability of the phenomenon, noting that a similar wave occurred in the United Kingdom with a rival title that sold tens of thousands of copies in a few days. Both titles emerged from social media fame, where organizers and cleaning experts shared tips with large audiences. The orders and overviews of their at-home, customized approaches have now reached millions of copies worldwide.
As of the moment of writing, sales data compiled by a major Spanish newspaper show that La Ordenatriz has moved around 15,000 copies and remains firmly in the weekly nonfiction top tier. The week analyzed highlighted the broader market, with a well-known psychiatrist’s work leading in that period. The landscape includes best-selling self-help figures who have accumulated broad audiences and substantial book sales, often exceeding half a million copies across their catalog. In comparison, the best selling fiction titles of that period also reached impressive figures, underscoring a strong reader appetite for personal transformation narratives and practical guides.
Based on sales data and public reports, Bego’s title is projected to reach tens of thousands of copies in short order. The book is priced around 16 euros, with the author’s earnings estimated at roughly 1.6 euros per copy, a standard royalty rate in the market. With early data in hand, the earnings are projected to reach well into the tens of thousands in under two months. The content includes guidance on cleaning products—from vinegar and baking soda mixtures to descaling lacquers—along with a stain dictionary (mud, blood, wax, sweat, oil, and more) and a detailed section showing how to clean every room in a home.
Two years earlier, Pérez appeared on the Montealto School’s Association of Former Students’ blog, a node connected to a prominent religious-education network in Madrid. In that interview, he described a moment when others urged him to pursue book publishing, a path he initially resisted. A later phone conversation clarified that several editors reached out, and a publishing offer from Planeta arrived in September of the previous year. He recalls a reluctance to go it alone, then recognizing the potential when the invitation materialized.
“I have a restless energy and realized there was no need to reinvent the wheel; most material existed on Instagram,” he explained. When Planeta called, he thought editors might have some familiarity with the topics, and that’s how it unfolded. He also noted that the early success was rooted in the appreciation shown by readers, emphasizing gratitude and living in the moment as guiding principles.
From home organization to stain removal
Perez was born in Madrid about 48 years ago. His family once ran a franchise in Ciudad Real, and current business records show ownership of a small real estate asset management firm. He studied Advertising and Public Relations and, with his spouse, operated an architecture and interior design studio before fame arrived. He has been described as a professional organizer and a mother of seven, with a youngest child aged eight and an older child in his early twenties. The tipping point came after the loss of his father, which prompted a deeper look at his own chaos and a decision to study the craft of organization, inspired by Marie Kondo’s methods that he later adopted and adapted for his own audience.
Following his discovery of Marie Kondo, his social persona, Vanesa Travieso, began sharing organization tips with others and attending events as a motivational speaker in Galicia. He viewed professional organizing as a global trend that had already matured in the United States for decades, and saw Spain catching up. He compared the emergence of organized spaces to the American home makeover shows on streaming platforms, noting that certain clients require a high degree of trust because personal belongings touch sensitive nerves. Word of mouth remains a powerful driver in this field, where many clients seek practical, lasting solutions rather than quick fixes.
The world of home organization is typically more lucrative than cleaning, with price structures reflecting the expertise and the confidentiality involved in reorganizing living spaces. Different rates exist for organizers, and earnings depend on experience, reputation, and the ability to work efficiently. Pérez has observed that appearance and notoriety can influence pricing, but the professional model relies on consistent hours and responsibilities, including self-employment considerations and social-security obligations.
La Ordenatriz marks a turning point for Pérez, who began his Instagram journey in 2019 while still organizing homes, but truly surged during the lockdown. A weekly radio feature later expanded his platform to broader audiences, and the content pivoted toward tackling stains and practical housekeeping. The success of the book tracks the appeal of simple, actionable tips that readers can apply at home, transforming clutter and chaos into organized spaces—an idea that resonates across cultures.
“All my success comes from stain removal, so to speak. People ask for straightforward solutions. These are the tricks I tried myself, and I began sharing them publicly,” he explained. The project grew to include layout advice so readers could replicate an orderly approach at home. The stains and cleaning techniques that made him recognizable created a strong foundation for the book, and the pandemic served as a catalyst that accelerated his reach.
Content that resonates with readers
Perez is not the first or only personality in Spain to turn cleaning and stain removal into popular content. The niche has long attracted media interest and social media engagement, much like cooking or DIY content, which tends to perform well in search and social feeds. Various accounts highlight practical “cheats” and demonstrate how a disciplined approach can translate into tangible results. Some prominent figures in the field operate in Spanish-speaking communities across the United States and Spain, broadening the audience for this genre. Other well-known organizers have built audiences by sharing domestic tips and strategies for maintaining clean, organized homes.
One influencer, a cleaner based in Texas who creates Spanish-language content, and another who shares household-cleaning workflows have gained notable followings. Journalists and writers in the space discuss how a professional tone can elevate the craft and end-connect with readers who seek reliable, practical guidance. The broader conversation points to a shift in perception: organizing and cleaning are skilled professions deserving recognition and fair compensation. The industry argues for standardized pay, formal training, and clear working hours, especially for self-employed organizers who manage their own quotas and social-security contributions.
Industry observers note the sector remains fragmented, with uneven information transfer across practitioners. Yet many people view organizing as a viable path to improving mental clarity and daily life, provided there is proper support, experience, and a stable professional framework. The overarching takeaway is that organization and cleaning are complementary skills, each with its own professional merit and potential for growth in today’s market.
Note: The above synthesis reflects publicly reported information about Pérez and related industry discussions and does not rely on confidential sources. Attribution is based on widely circulated reports and industry commentary.