About The Owner

Meet Elizabeth Buchanan

Founder & President, and a True Pioneer in Nontoxic Cleaning

Elizabeth Buchanan isn’t your average entrepreneur—she’s a lifelong cleaning enthusiast with an unmatched passion for healthier, safer spaces. She launched her first cleaning business, Maid to Shine, at just 19 in Portland, Oregon, and turned a childhood obsession with order and cleanliness into a career dedicated to transforming how we clean.

In 2014, Elizabeth expanded into Central Oregon with Cleaner Living NW, where her commitment to quality and care quickly earned the trust—and praise—of the local community. But she didn’t stop at delivering exceptional service. Driven by a desire to protect both her team and the families they served, Elizabeth set out to solve a major industry problem: the lack of truly effective, nontoxic cleaning solutions.

That mission led to the creation of Nurturals—a game-changing line of 100% naturally derived cleaning concentrates that are as safe as they are powerful. Hypoallergenic, non-toxic, and tough on dirt, Nurturals has redefined what it means to clean responsibly. Today, Elizabeth’s expertise in safe cleaning practices is second to none, and her products are setting a new standard for the industry.

With every home cleaned and every bottle sold, Elizabeth is proving that you don’t need harsh chemicals to get exceptional results—you just need the right formula, and a whole lot of passion.