Beate Hjeltnes CEO Norwex Appointment

Norwex Appoints Beate Hjeltnes as New CEO

Norwex, a pioneer in sustainable innovation, has officially named Beate Hjeltnes as its new CEO. As the daughter of Norwex founder, Bjørn Nicolaisen, Beate brings an unparalleled depth of experience, with nearly three decades of dedication to the company. With a strong background in the financial sector, Hjeltnes is committed to Norwex’s Consultant-first business model and its mission of helping people live cleaner, safer, and more sustainable lives.

Building on Norwex’s Legacy and Mission

In her new role, Hjeltnes is focused on continuing Norwex’s success by expanding and supporting its global family of Consultants. As the direct selling industry undergoes rapid changes, she remains confident in the power of consultants to build a community founded on kindness, integrity, trust, and respect, values that align with Norwex’s long-standing mission.

“It’s an honor to step into the role of CEO and continue growing a company that has been part of my family’s story for decades,” Hjeltnes said.

A Focus on Sustainability and Empowering Consultants

Hjeltnes’ appointment comes at a time when sustainability and responsibility are more critical than ever. With Norwex’s deep roots in environmental stewardship, Hjeltnes shares her father’s passion for nature and the company’s commitment to sustainability. As CEO, her focus will be on making decisions that empower the Consultants—the true custodians of Norwex’s mission—and ensure they continue working toward a cleaner and more sustainable world.

Commitment to Innovation and Environmental Responsibility

Founded in 1994, Norwex has remained debt-free and family-owned, leading the way in sustainable living through its pioneering “No-No List,” which bans over 2,700 harmful ingredients from its products. The company has further strengthened its environmental commitment by partnering with the Environmental Working Group (EWG) to bring the EWG Verified™ mark to an expanding collection of its products.

A Legacy of Leadership and Vision

“Beate and I have shared a journey that spans decades,” said Debbie Bolton, Co-Founder of Norwex. “She shares her father’s vision for a cleaner, more sustainable world which aligns beautifully with everything Norwex stands for. I couldn’t be more excited to see where her leadership takes us next.”

About Norwex

Founded in Norway in 1994, Norwex is a direct selling company specializing in home, personal, and family care products. Norwex is committed to reducing harmful chemicals in everyday life by banning over 2,700 substances from its product development process. From all-purpose microfiber cloths to plant-based skincare, Norwex’s innovative solutions continue to set the standard for a cleaner, safer, and better way of living.

For more details on Norwex, visit their official website or follow them on social media platforms like Facebook, Instagram, X, Pinterest, LinkedIn, and YouTube.

Disclaimer

At BFH, we strive to keep all content—articles, press releases, and data—as accurate and current as possible. However, treat this content as a guide, not as definitive authority for business decisions. Publishing a press release does not imply Business For Home BV endorses a company or individual, nor guarantees its claims. Always fact-check and conduct your own due diligence.

For more information, click here

Amway Ranked as the #1 Direct Selling Company in Ukraine

DSU Spring 2025: A Premier Event for Direct Selling Executives | March 25-27

Reviews:

There are no reviews yet. Be the first one to write one.