Norwex Names Founder's Daughter Beate Hjeltnes Chief Executive

DALLAS, May 29, 2025 --

Norwex said it has appointed Beate Hjeltnes as chief executive officer. Hjeltnes, the daughter of Norwex founder Bjorn Nicolaisen, has spent nearly 30 years with the company and has a background in finance.

Norwex was founded in Norway in 1994 and sells cleaning and personal care products through independent consultants. The company said it remains family-owned and debt-free, and pointed to its No-No List, which bans more than 2,700 ingredients from its products, and its EWG Verified partnership.

Co-founder Debbie Bolton welcomed the appointment, which the company said strengthens its executive leadership.