Norwex

Norwex started in 1994 in Norway. Founder Bjørn Nicolaisen built the company around microfiber cloths that clean with water, and the name is short for “Norwegian Experience.” Debbie Bolton, whom Norwex lists as its co-founder, brought the business to North America, where it grew mainly through home parties. The US company, Norwex USA, is based in Coppell, Texas, and Norwex also sells in Canada, among other markets. The official site is norwex.com.

Norwex is still a family business. In June 2025 the company named Beate Hjeltnes, the founder's daughter, as CEO. She has worked at Norwex for nearly 30 years and already appeared in its catalogs as global CEO and chair of the board. According to the company, Norwex has stayed debt-free and family-owned since 1994.

Together, we can create a community more people want to be a part of.

Beate Hjeltnes, CEO and Chairperson of the Board — Norwex Bright Start brochure, August 2026

Products. The company's stated mission is “to help families around the world reduce chemicals and single-use waste through our people-friendly, earth-friendly products.” The core is microfiber: the EnviroCloth, Window Cloth, kitchen cloths and towels, dusters, mitts and mop systems. Most of the cloths contain BacLock, a silver-based agent. Norwex's own catalog notes that BacLock's only job is to protect the cloth itself from odor-causing bacteria, mold and mildew. It is not a surface disinfectant, which is worth explaining honestly to customers.

Around the cloths there are body and bath towels, kids' hooded towels and blankets, laundry detergent, wool dryer balls, dish soap and dishwasher products, and the Lysere personal care line with deodorant and toothpaste. The company describes many of its cleaning formulas as plant-based and USDA Certified Biobased, and some textiles as OEKO-TEX Standard 100 tested. Prices sit above supermarket brands. In the 2024 US catalog the EnviroCloth listed at $22.99, a bath towel at $51.99 and the XL Mop System at $162.99. Norwex backs its products with a 60-day satisfaction guarantee.

How it is sold. Parties are still the heart of the business. A Consultant shows the cloths at work (the butter demo, wiping butter off a surface with a damp cloth, is a classic), and hosts earn free products when their party hits sales goals. Weekly online “Mega Parties” and a Consultant Facebook group support the same model online.

Norwex calls its starter package a join kit. When you enroll as an Independent Consultant you pick the kit you want. As of August 2026, the main option in the US and Canada is The Norwegian Way Join Kit Plus. It costs nothing up front except $9.95 shipping and tax if you reach $1,500 in personal retail sales in your first 45 days; miss the goal and Norwex bills $250. If you'd rather not chase a goal, The Norwegian Way Join Kit is $125 plus $9.95 shipping. If you miss that goal, you are billed $250 USD or $300 CDN, plus tax. Kits that are paid for at enrollment come with no sales requirement.

The first 45 days also run on the Bright Start program. You earn a limited-edition gift at $500 in sales in 15 days, $1,000 in 30 days and $1,500 in 45 days, plus extra host gifts for your first three qualifying parties. Kit contents and prices change, so check the current enrollment page before you sign up.

The base of the plan is simple. Every Consultant gets a 35% retail discount on personal retail sales, which means you keep about $35 of every $100 you sell. To stay active you need at least $250 in personal retail sales over a rolling three-month period. If you miss that for six months in a row your account goes dormant and a reactivation fee applies. After 12 months with no sales at all, you are removed.

If you build a team, the titles run from Team Coordinator (3 active personal recruits, 3% on their sales) to Sales Leader (5% on group sales) and on up through Executive, Senior Executive and several Vice President levels. Higher titles add 0.5% to 2% on deeper leader levels, a monthly car bonus of $250 at Senior Executive Sales Leader and $500 from Vice President Sales Leader, recruiting rewards in Norwex product credit, and trips to Norway or to the company's manufacturing plant. Each title has its own monthly sales and team minimums.

These figures come from Norwex's Success Builder plan document (July 2025) and Bright Start brochure (August 2026). Treat them as a guide and check the company's current compensation plan and income disclosure statement before you join.

PROS

• A 30-year-old, family-owned company with a single, easy-to-demonstrate flagship product
• Reusable products give customers a real reason to reorder and add on
• 35% on personal sales from day one, and the join kit can be earned free
• Party demos are visual and easy to learn
• 60-day satisfaction guarantee helps with hesitant first-time buyers

CONS

• Prices are well above store-bought cloths and cleaners, so every sale takes some explaining
• Sales minimums to stay active, and a $250 bill if you take the free join kit and miss the 45-day goal
• Cloths last a long time, so customers do not need to rebuy them often
• Health and antibacterial claims have drawn criticism over the years, so Consultants must describe BacLock and cleaning results carefully
• Team commissions are modest (mostly 1% to 5%) compared with personal sales