Norwex Welcomes Beate Hjeltnes as New CEO to Lead Sustainable Innovations

Norwex Appoints New CEO Beate Hjeltnes

Norwex, a frontrunner in sustainable solutions, has made a significant leadership change with the appointment of Beate Hjeltnes as its new CEO. This transition, announced on May 29, 2025, marks a pivotal moment for the family-owned company that has championed environmentally-friendly practices since its inception in 1994.

Hjeltnes is not new to the Norwex family; she is the daughter of the founder, Bjørn Nicolaisen, and has nearly three decades of experience working within the company. Her deep understanding of both its operations and commitment to sustainability positions her uniquely to carry forward the company's mission. In her words, “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.” This ambition and continuity highlight the brand's dedication to upholding its values through multiple generations.

Expanding on a Legacy

As she assumes her new role, Hjeltnes intends to uphold Norwex’s Consultant-first model, ensuring that the company’s network of independent consultants remains robust and well-supported. In a time when the direct selling industry faces challenges, she emphasizes the importance of community – built on trust, integrity, and kindness – which aligns seamlessly with the brand’s core values.

Norwex is committed to promoting a cleaner, safer world while focusing on the well-being of its customers and consultants. Hjeltnes plans to ensure that every decision made at the executive level uplifts those involved in the company, retreating back to the heart of Norwex’s operations. “As I begin this next chapter, my focus is on uplifting our Consultants – the custodians of our mission,” she stated, demonstrating her commitment to this cause.

Pioneering Sustainable Innovation

Under Hjeltnes' leadership, Norwex aims to maintain its position as a leader in sustainable innovation. The brand is recognized for its rigorous product development processes, banning over 2,700 harmful substances from its offerings through its proprietary