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January 20.2026

2 Minutes Read

Norwex Launches Historic Rebrand: A New Era for Sustainable Living

Norwex Reimagines Its Brand for a Sustainable Future

In a significant milestone for Norwex, the Norwegian family-owned company has unveiled its first full rebrand in over 30 years, signaling a transformative step as it moves beyond its historic focus on chemical-free cleaning. This rebrand comes as a response to an evolving market and heightened consumer awareness regarding sustainability and eco-friendly products.

Revitalizing Nordic Heritage

Partnering with London consultancy The Workroom, Norwex aimed to breathe new life into its brand aligned with its Nordic roots. The rebranding process emphasized maintaining the original mission while sharpening its modern identity. Norwex, famed for its Envirocloth, which revolutionized home cleaning by promoting the use of cloth and water alone, is now addressing a broader spectrum of consumer needs including personal and skincare products.

Empowerment Through Rebranding

The brand’s new identity is designed not just as a facelift but as a revitalization of core values that resonate deeply with its consultant network—predominantly composed of full-time mothers across North America. The rebrand, encapsulated by the new slogan "Live cleaner, safer, better," emphasizes a positive shift in language that invites all consumers to adopt a lifestyle centered around well-being and sustainability.

A Commitment to Sustainability

As part of the rebranding, Norwex has reaffirmed its commitment to sustainability, pioneering efforts to reduce toxic chemicals and plastic waste. This aligns with the company's vision highlighted during Earth Month activities, where they offered special bundles aimed at minimizing single-use waste. By donating a portion of sales to organizations like Washed Ashore, Norwex illustrates its dedication to environmental impact that goes beyond product sales.

Looking Forward

The rebrand is not just cosmetic; it promises potential growth within an expanding market emphasizing eco-friendly products. With research indicating a growing consumer preference for sustainable living, Norwex is strategically positioned to leverage its innovative products while staying true to its foundational philosophy.

Final Thoughts

With the launch of its new identity and product lines, Norwex demonstrates that a legacy brand can evolve without compromising its core values. This rebranding initiative could signify a new era for Norwex, reinforcing its role as an eco-pioneer in the direct-selling industry.

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Norwex Launches Historic Rebrand: A New Era for Sustainable Living

Norwex Reimagines Its Brand for a Sustainable Future

Revitalizing Nordic Heritage

Empowerment Through Rebranding

A Commitment to Sustainability

Looking Forward

Final Thoughts

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