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Our Story

Eco-Friendly Maid Service (EFMS) was founded in 2008 by Alex Sherman when he was 19 years old. He helped care for his elderly aunt, who suffered from COPD. The disease encouraged Alex to do some deep research on the causes of COPD, and what makes it worse. Through his study, he found that the chemicals used in most commercial cleaning products were very detrimental to the upper respiratory system, and it motivated him to replace his aunt's cleaning company at the time and to use more simple and organic ingredients in her home. Over time, Alex began to experiment with making his own cleaning products. The simple act sparked an interest for him in the environmental sustainability movement that is currently making a huge impact on our culture and views towards Mother Earth. 


Alex Sherman always had an innate entrepreneurial drive, and with his newfound information, he decided to not only make this type of cleaning available to friends and family, but whomever else was interested in having a green-cleaned home. Alex started EFMS and the Green Life Pages, which is a database of green news, resources, remedies and much more! His passion for education and awareness is apparent in both businesses and continues to be one of his biggest goals. EFMS believes in the health and happiness of their clients, and well-being of each one of the team members. 


In 2012, childhood best friends, Charlene Hammersen and Kathleen Harvin came on board to help grow the business. With like-minded values, dedication, and loyalty, it was meant to be. The company has grown rapidly and has continued to spread its roots. In 2013, EFMS began to franchise and created a sister company called Timshel Apothecary


Our approach to business is very different from most companies. The happiness of our team members is just as important as the happiness of our clients, all while removing the risks often involved with hiring cleaning companies. 




The health of our organization, our team, and our clients is extremely important to all of us at EFMS. We value each team member, we make decisions together, & we share in the profits that we yield. Each team member is trained to work efficiently and with great detail to ensure that we remain a healthy company. We also show our support and appreciation for our team members by offering reimbursements for chiropractic, massage, and yoga sessions! We believe in maintaining a healthy relationship with our clients by creating an environment for them to feel comfortable to come to us about their services with EFMS. We understand that we are in your sanctuary and will always treat it with the utmost respect and detail in cleaning.


We live in a world that is completely out of balance with nature, and for this reason, we make it possible to provide our clients with a simple and organic cleaning process.


At EFMS, we believe that a gradual and organic growth is the healthiest model for us. We never want to lose sight or fall short of providing superior and outstanding service by giving our clients the attention they need. We want to grow our company, all the while maintaining the happiness of our team members and clients. 


Environmental sustainability is extremely important to us, not as a company but as individual members of this planet. All of our products are made by Timshel Apothecary, our sister company. All ingredients are handcrafted with organic, aromatherapeutic, and disinfecting ingredients that are 100% harmless to our homes and our planet. We also strive to constantly remain aware of our routes and our drive times to ensure that we are reducing our carbon footprint while in our cars.

We constantly strive to be efficient in everything we do, thus sustaining our organization, our resources and our environment!



  • Treating others as we would like to be treated.

  • Listening with the intent to understand what is being said and acknowledging that what is said is important to the speaker.

  • Responding in a timely fashion.

  • Speaking calmly and respectfully, without profanity or sarcasm.

  • Acknowledging everyone as right from their own perspective.


  • Making only agreements we are willing, able, and intend to keep.

  • Communicating any potentially broken agreements at the first appropriate opportunity to all parties concerned.

  • Looking to the system for correction and proposing all possible solutions if something is not working.

  • Operating in a responsible manner. “always above the bar”

  • Communicating honestly and with purpose.

  • Asking clarifying questions with respect if we disagree or do not understand.

  • Never saying anything about anyone that we would not say to him or her.


  • Continuously striving to maximize internal and external client loyalty.

  • Making our best effort to understand and appreciate the client’s need in every situation.

  • Respond to situations with speed, accuracy, and 100% dedication to client’s happiness.


Headshot of Alex Sherman

Alex Sherman


Alex Sherman was born and raised in the small valley of Sautee-Nacoochee, near the southern tip of the Appalachian Mountains. Growing up, he had a passion for books, the outdoors, animals, and business. At an early age, Alex was already delving into business ventures. He even ran businesses out of his backpack in elementary school!

After graduating high school in 2007, Alex gave college a try. He decided rather quickly that the experience was not for him. Instead, Alex created Eco-Friendly Maid Service in Gainesville, Georgia in August of 2008. His passions for individual freedom and the environment, paired with superior customer service and above industry standards are at the core of everything they do. The company quickly found it's new home in the heart of Atlanta, Georgia.

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