The World of Direct Selling

Leadership Unplugged: Beate Hjeltnes, CEO of Norwex

Beate Hjeltnes, after nearly three decades with Norwex, stepped into the CEO role in May 2025. Drawing on a finance‑and‑audit background, she emphasizes a people‑first, sustainability‑driven leadership style. Under her watch Norwex launched a clean‑beauty skincare line, completed a post‑COVID rebrand, and shifted top‑leader events to a historic family farm. Hjeltnes cites effective communication and educating consultants on chemical‑reduction as her biggest current challenges.