Based | 1994
US Headquarters | Coppell, TX
High Executives:
Beate Hjeltnes | CEO
Amy Cadora | Chief Model & Mission Officer
Product Class | Residence & Private Care
For over thirty years, Norwex has helped folks reside more healthy, happier lives by decreasing publicity to dangerous chemical substances of their cleansing and private care merchandise. Based in Norway by Bjørn Nicolaisen, Norwex is the union of two phrases: “Norwegian” and “expertise,” which uniquely captures the clear simplicity the corporate strives to deliver into houses world wide. Immediately, Bjørn’s daughter, Beate Hjeltnes, serves as Chief Government Officer, persevering with her household’s ardour for nature, sustainability and deep, lasting relationships within the firm’s subsequent chapter.
The Norwegian Approach
Whereas Beate Hjeltnes could also be new to her function as Chief Government Officer at Norwex, the corporate’s story is concurrently her previous, current and future.
“Norwex means all the pieces—I really don’t know the place my household ends and the corporate begins,” she shared. “It’s a privilege to be working the corporate my father based, and I always take into consideration the legacy I’ll depart for our Consultants. However I’m additionally targeted on future generations and the shoppers who purchase our merchandise—who care about ‘cleaner, safer, higher’.”
Beate took the helm of Norwex in Might 2025, greater than thirty years after her father based the corporate when she was nonetheless a young person. Bjørn Nicolaisen was busy constructing his legislation enterprise when a consumer launched him to a cleansing fabric that may change the trajectory of his life—a fabric that represented a chemical-free future aligned along with his deep love of nature. Microfiber was invented in Sweden within the early ’90s, simply earlier than Bjørn’s introduction to the material that sparked his imaginative and prescient.
Launching his enterprise in 1994 with microfiber as the muse, Bjørn grew to become a pioneer in microfiber options for cleansing. Immediately, Norwex stays that microfiber pioneer, thoughtfully increasing its product assortment over time to incorporate a spread of cleansing cloths, cleansing merchandise for each nook of the house and private care that meet the corporate’s excessive requirements for non-toxic substances.
In 1999, Norwex started to increase past its Norwegian house when Bjørn partnered with Gerd Doroshuk and Debbie Bolton to open Norwex in Canada, opening the door to North America and past. Norwex USA formally launched in 2011, following Latvia, Lithuania, Estonia, Australia and Malta. Immediately, Norwex operates in additional than 20 nations. World wide, Norwex continues to guide with its values, bringing the Norwegian lifestyle to houses in all places.
“Our core values are rooted within the Norwegian tradition: integrity, belief, respect and kindness,” shared Beate. “Our enterprise depends wholeheartedly on having robust relationships, and I care deeply in regards to the individuals who promote our merchandise. Annually, I invite Consultants from North America to remain in my house somewhat than at a lodge, to allow them to expertise the Norwegian lifestyle firsthand.”
Amy Cadora, Norwex Chief Model and Mission Officer, defined that each product is designed with this signature “Norwegian Approach” in thoughts—the philosophy that guided Bjørn within the very starting and continues to form product growth at Norwex at the moment.
“We’re not targeted on creating extra merchandise,” she mentioned. “We’re about bringing that Norwegian life-style—a a lot easier lifestyle—to our merchandise. We work to develop merchandise that do loads of various things, as a result of that’s the Norwegian approach. Norwegians are extra involved about shopping for top quality and shopping for it as soon as. That’s the mentality that we’re bringing into our product innovation and techniques—we’re not going to construct one thing if it could’t be of the very best high quality.”
Ardour Meets Objective
Since its inception, Norwex has labored to share not solely its Norwegian values, however a clearer understanding of the affect family chemical substances have on our our bodies and the environment. The corporate attracts and empowers like-minded entrepreneurs to share its mission: to scale back dangerous chemical substances within the house. The Norwex Envirocloth, a signature product, works with simply water but removes 99 % of micro organism, eliminating the necessity for poisonous chemical substances.
“What excites me is that progressively, individuals are beginning to perceive the significance of what we’re making an attempt to attain via our mission of serving to cut back dangerous chemical substances within the house,” defined Beate. “When my father was main Norwex, that dialog was a lot tougher. Fewer folks had been conscious of this concern. Our Consultants lead this dialog with delight about residing cleaner, safer, higher.”
At Norwex, the dialog round chemical substances has at all times taken place in particular person, as the corporate embraced the celebration plan mannequin within the very starting and has by no means wavered. Consultants really feel linked to the mission; they’re desirous to share what they’ve realized at events and of their on a regular basis relationships. Norwex works to teach Consultants and clients in regards to the affect of chemical substances, sustainability and the atmosphere they steward.
“We’re a Guide-led enterprise; we’re a celebration plan enterprise,” mentioned Amy. “We’re not deviating from that. It’s such an essential a part of who we’re. A big a part of what I do is across the training and consciousness of chemical substances in our world and their affect on us. And finest approach to do this is person-to-person.”
One demographic of each Guide and buyer that significantly resonates with the Norwex mission is the 50-plus group, a gaggle that hasn’t acquired a lot consideration in a time when most firms are fixated on Millennials, Gen Z and even Gen Alpha. These powerhouse Consultants are educated about chemical substances and their affect on us and our world and desirous to leverage Norwex to design a significant second act.
“We see only a few manufacturers speaking on to the 50-plus group, embracing and taking good care of them, and asking what THEY want,” shared Beate. “The price of residing is growing, however on the identical time, this era has extra time to present. And it desires to be a part of a group the place they will proceed rising in all areas of life. They’re eager about their well being as they transfer into a unique part of life, and so they’re very invested of their kids and-grandchildren.”
Companions in Advocacy
Norwex lately introduced its partnership with The Environmental Working Group (EWG) to label choose Norwex merchandise with its extremely regarded EWG Verified mark. EWG is a non-profit group dedicated to analysis that helps shoppers make knowledgeable decisions and reside more healthy lives. This partnership captures Norwex’s want to carry itself and its merchandise to the very best normal, in addition to the corporate’s want to teach shoppers in regards to the substances they permit into their houses.
“After we noticed the EWG Verified program and talked with them, it grew to become clear that we now had a really good alliance with what each of us had been doing,” defined Amy. “For our Consultants, it’s an ‘straightforward button’—a easy approach to discuss how stringent we’re in our course of and ingredient choice. They discuss EWG Verified and share the hyperlink, which tells clients in regards to the transparency and analysis course of these product undergo.”
Norwex at present gives twelve merchandise with the EWG Verified mark, together with each house cleansing and private care merchandise. This partnership is simply one other instance of the dedication to wholesome households, wholesome enterprise practices and the Norwegian Approach that Beate and her household have devoted their lives to sharing with the world.
“I believe our merchandise are extra related than ever, given the atmosphere we’re in, one the place individuals are involved for his or her well being and wellbeing,” mentioned Beate. “Decreasing the presence of dangerous chemical substances in our on a regular basis lives is the answer the world wants proper now. What our Consultants do day by day is essential, related and impactful—not only for us, however for future generations as nicely.”
From the January/February 2026 concern of Direct Promoting Information journal.
