Norwex completes first rebrand in 30 years as it expands from cleaning cloths into personal care
By
Abbey Bamford
A good honest bake. Not flashy, but you'll finish the whole bagel.
Summary
Norwex, a Norwegian family-owned direct-selling company known for its chemical-free cleaning cloths, has undergone its first full rebrand in 30 years. The rebrand, led by London consultancy The Workroom, positions the company to expand from home cleaning into premium personal care and skincare while strengthening its sustainability focus. The brand refresh aims to modernize Norwex's Nordic heritage and purpose-led identity as it evolves beyond its flagship Envirocloth product.
Key quotes
· 3 pulledNorwex is a direct-selling company best known for its chemical-free cleaning cloths, but it had ambitions to expand beyond home care into personal care and skincare, all while sharpening its sustainability credentials.
The family-owned business underwent its first full rebrand in its 30-year history, led by London-based consultancy The Workroom, to prepare for this significant shift in direction.
Founded on the success of its pioneering Envirocloth, Norwex built a global following by promising effective cleaning with nothing more than cloth and water.
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