For decades, the standard cleaning routine involved a cabinet full of harsh chemicals, disposable wipes, and a lingering sense of worry about what we were actually exposing our families to. Then, a company emerged from the fjords of Norway with a revolutionary concept: what if you could clean your entire home with nothing more than a cloth and water?
This is the essence of Norwex. More than just a brand, Norwex represents a global movement toward a safer, healthier, and more sustainable way of living. If you’ve been searching for a comprehensive answer to “What is Norwex?”, you’ve come to the right place.
As an Independent Norwex Consultant since 2012, I’ve seen firsthand how these products transform homes and cleaning habits. This definitive guide will cut through the noise, explain the science behind the technology, explore the full range of products, and address the common questions about the company’s value and business model, proving why Norwex is the undisputed gold standard in the microfiber cleaning industry.
The Norwex Philosophy: A Safe Haven
The core mission of Norwex is simple yet profound: improving quality of life by radically reducing chemicals in our homes.
The company’s philosophy, rooted in its Norwegian heritage, centers on creating a “Safe Haven” in every home. This means eliminating the need for traditional cleaning products that often contain toxic ingredients, volatile organic compounds (VOCs), and other harmful substances. By leveraging advanced microfiber technology and water, Norwex empowers consumers to achieve a truly deep clean without the health risks or environmental cost associated with conventional methods.
This commitment extends beyond the product to the planet, promoting a lifestyle that reduces waste, conserves resources, and minimizes our ecological footprint.
The Science of Clean: Understanding Norwex Microfiber Technology
The most common misconception about Norwex is that it’s “just a microfiber cloth.” This couldn’t be further from the truth. Norwex Microfiber is a proprietary, engineered textile that sets it apart from every other cleaning cloth on the market.
1. The Ultra-Fine Fiber Density
The key to Norwex’s superior cleaning power lies in the density and fineness of its fibers. To be classified as microfiber, a fiber must be less than one denier in diameter (about 1/20th the diameter of a human hair). Norwex takes this a step further.
A single Norwex EnviroCloth contains nearly 10 million feet of microfiber—enough to stretch from Canada to the Gulf of Mexico. When you dampen this cloth and wipe a surface, the massive surface area created by these ultra-fine fibers generates a powerful capillary action. This action physically lifts and absorbs dirt, grime, grease, and even bacteria into the cloth’s weave, holding it until the cloth is rinsed.
2. BacLock®: The Self-Purifying Agent
The most significant differentiator is Norwex’s exclusive BacLock® technology. BacLock is a micro-silver agent embedded within the cloth fibers. Silver has been used for centuries for its natural antibacterial properties.
How it Works: Once the cloth is heavily soiled and rinsed, the BacLock agent goes to work. It self-purifies the cloth by inhibiting the growth of mold, mildew, and bacterial odors within the cloth itself.
The Benefit: This means the cloth stays fresher for longer, significantly reducing the need to wash it after every use, which saves water, energy, and time. It’s important to note that BacLock is designed to clean the cloth—it does not transfer to and clean the surface you are wiping. The physical removal of up to 99% of bacteria with water alone is achieved by the superior microfiber, not the silver.
3. Proven Efficacy
Norwex Microfiber is scientifically proven to physically remove up to 99% of bacteria from a surface using only water, when following proper care and use instructions. This level of performance is what allows users to eliminate chemical sprays entirely, relying on the mechanical action of the microfiber instead.
Norwex Product Categories: Beyond the Cloth
While the EnviroCloth is the flagship product, Norwex offers a comprehensive range of solutions designed to address every cleaning and personal care need in the home.
1. Microfiber Cleaning Essentials
This is the heart of the Norwex line, built on the foundation of the EnviroCloth and Window Cloth.
| Product Category | Key Products | Primary Function | Unique Benefit |
|---|---|---|---|
| General Cleaning | EnviroCloth, Dusting Mitt | All-purpose cleaning, dusting, and scrubbing. | Physically removes up to 99% of bacteria with water; BacLock® self-purifies the cloth. |
| Polishing/Finishing | Window Cloth, Optic Scarf | Streak-free cleaning of glass, mirrors, and stainless steel. | Leaves a perfect, lint-free shine using only water. |
| Kitchen & Bath | Kitchen Cloths, Spirinett, Bathroom Scrub Mitt | Tackling tough grease, food residue, and soap scum. | Highly absorbent, durable, and designed for specific heavy-duty tasks. |
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2. The Superior Mop System
The Norwex Mop System is a game-changer for floor care, offering superior cleaning to traditional mops, which often just push dirty water around.
Telescopic Handle: Adjustable handle for ergonomic cleaning.
Mop Base: Lightweight and maneuverable, designed to swivel easily.
Dry Mop Pad: Uses static electricity and the ultra-fine microfiber to pick up and hold dust, pet hair, and dry debris.
Wet Mop Pad: Dampened with water, this pad uses the same 99% bacteria removal technology as the EnviroCloth to deep clean hard floors.
3. Laundry and Household Care
Norwex’s commitment to chemical reduction extends to laundry, where many conventional detergents contain harsh fillers, phosphates, and synthetic fragrances.
Ultra Power Plus™ (UPP) Laundry Detergent: A highly concentrated, enzyme-based powder that is free of fillers, phosphates, and sulfates. It is designed to be gentle on fabrics and the environment while being highly effective, even in cold water. Crucially, it is the recommended detergent for washing Norwex Microfiber to ensure the fibers are not clogged by fillers.
Descaler and Cleaning Paste: These products are examples of Norwex’s safe, yet powerful cleaning aids. The Cleaning Paste is a non-toxic, marble-based paste that acts as a heavy-duty scrubber for tough stains, scuff marks, and burnt-on residue.
4. Personal Care and Wellness
The company also offers a line of personal care products, including the popular Body Cloths and Makeup Removal Cloths. These products allow users to clean their skin with just water, eliminating the need for soaps, cleansers, and harsh chemicals that can strip the skin of its natural oils.
Addressing the Common Questions and Criticisms
To be the definitive guide on Norwex, we must address the two most common questions that arise during a search for “What is Norwex?”: the price point and the business model.
The Price Question: Is Norwex Too Expensive?
It is true that a Norwex EnviroCloth costs more than a pack of generic microfiber cloths from a big-box store. This is often the first point of criticism. However, this comparison is fundamentally flawed because it ignores the factors of quality, longevity, and total cost of ownership.
| Feature | Norwex Microfiber (e.g., EnviroCloth) | Generic Microfiber Cloth |
|---|---|---|
| Fiber Density | Ultra-fine, engineered to remove up to 99% of bacteria. | Standard, lower density; often just pushes dirt. |
| Proprietary Technology | Includes BacLock® micro-silver agent for self-purification. | None. |
| Cleaning Method | Cleans effectively with water only, eliminating chemical costs. | Requires chemical sprays or detergents for effective cleaning. |
| Lifespan | Guaranteed for two years (under normal use); often lasts 5+ years. | Typically lasts a few months before losing effectiveness. |
| Total Cost of Ownership | High initial cost, but zero ongoing cost for chemicals. | Low initial cost, but high ongoing cost for cleaning solutions. |
The Pro-Norwex Argument: As an independent Norwex consultant since 2012, I can attest that the higher price is a direct reflection of the superior engineering and quality. The Norwex cloth is an investment that replaces hundreds of dollars in chemical cleaners, paper towels, and disposable wipes over its lifespan. You are paying for a premium, high-performance tool that delivers a deeper clean, not a disposable commodity. As the saying goes, “You get what you pay for,” and with Norwex, you are paying for quality and a chemical-free lifestyle.
The Business Model: Direct Sales vs. MLM
Norwex operates using a Direct Sales model, which is often grouped under the umbrella of Multi-Level Marketing (MLM). This structure is frequently scrutinized, leading to questions like “Is Norwex a scam?”
The Simple Answer: Norwex is absolutely not a scam. It is a legitimate, mission-driven company that sells high-quality, in-demand retail products.
The Consultant Experience (My Perspective): The core of the Norwex model is the personal demonstration and education provided by Independent Consultants. This method is the most effective way to showcase the “water-only” cleaning power.
While the company offers incentives for building a team (the “multi-level” component), my experience, and that of many long-term consultants, is that the business is overwhelmingly driven by direct product sales to customers. The focus is on sharing the mission and the product’s effectiveness, not on constant recruitment. In fact, as I’ve found, the financial incentive to recruit is often minor compared to the effort, leading many consultants to focus almost entirely on building a strong customer base and product knowledge.
Norwex is a highly ethical company that provides a genuine opportunity for individuals to earn income by selling a product they believe in, all while promoting a healthier home and planet. Any criticisms about the business model are minor compared to the overwhelmingly positive impact of the products themselves.
How to Start Your Norwex Journey: The Essential Kit
For anyone new to Norwex, the best way to begin is with a foundational set of products that showcase the technology’s power.
| Product | Why It's Essential | How to Use |
|---|---|---|
EnviroCloth |
The all-purpose cleaner; replaces chemical sprays and sponges. | Dampen with water, wring out well, and wipe surfaces. Rinse and hang to dry. |
Window Cloth |
The perfect finisher; replaces glass cleaner and paper towels. | Use dry on a surface pre-cleaned with the EnviroCloth for a streak-free shine. |
Dusting Mitt |
The ultimate duster; replaces chemical dusting sprays. | Use dry. The microfiber attracts and holds dust like a magnet. Shake out outdoors or wash when needed. |
Laundry Detergent (UPP) |
Essential for proper care of your microfiber cloths. | Use a small amount (about a tablespoon) per load to wash your Norwex cloths and other laundry. |
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The Environmental and Health Impact
The decision to switch to Norwex is not just about cleaning; it’s a powerful choice for the environment and for personal health.
1. Reducing Chemical Load
The average household uses dozens of different chemical cleaners, many of which contribute to indoor air pollution, skin irritation, and respiratory issues. By using Norwex, you immediately reduce the chemical burden on your family and pets. This is especially critical for households with young children, the elderly, or those with chemical sensitivities.
2. Waste Reduction
Norwex products are designed for durability and longevity.
Eliminating Paper Towels: The EnviroCloth and Window Cloth replace countless rolls of paper towels.
Reducing Plastic Waste: By replacing multiple bottles of chemical cleaners, you significantly reduce the amount of single-use plastic entering landfills and recycling streams.
Long-Lasting Products: With a two-year guarantee and a much longer practical lifespan, Norwex products minimize the constant need for replacement.
Conclusion: Norwex is the Future of Clean
In a world increasingly concerned with health and sustainability, Norwex stands out as a true innovator. Answering the question, “What is Norwex?” requires looking past the simple cloth and seeing the comprehensive system it represents: a fusion of Norwegian ingenuity, cutting-edge textile science, and a deep commitment to a chemical-free lifestyle.
From the proprietary, bacteria-removing microfiber to the self-purifying BacLock® technology, Norwex offers a level of cleanliness and peace of mind that no generic product can match. While the initial investment may be higher, the long-term savings on chemicals, paper towels, and the invaluable benefit of a healthier home make it one of the smartest decisions you can make for your family and the planet.
If you are ready to stop cleaning with chemicals and start cleaning with confidence, Norwex is the proven, high-performance solution that will redefine your entire cleaning routine.
