Norwex announced the appointment of Beate Hjeltnes as CEO. Hjeltnes is the daughter of Norwex Founder Bjørn Nicolaisen, and she brings nearly 30 years of experience with the company and a deep expertise in the financial sector to the role.
As CEO, Beate Hjeltnes will continue to strengthen her commitment to Norwex’s direct selling model, expanding and supporting the brand’s family of Consultants across the globe. At a time of change in the direct selling industry, she firmly believes in the power of the Consultants to create a community of kindness, integrity, trust, and respect, all core values to Norwex’s 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,” said Hjeltnes. “Norwex was founded by my father on a deep love for nature, and that passion was instilled in me from a young age. As I begin this next chapter, I’m focused on ensuring every decision we make uplifts our Consultants – the true custodians of our mission – ensuring that we’re all moving toward a cleaner, more sustainable world.”
Since its founding in 1994, Norwex has remained debt-free and family owned.