Happi: Tell me about your background. What were your roles at Stella & Dot and OneHope Wine and how did they prepare you for Norwex?

Kelly Newcomer: My experience at both Stella & Dot and OneHope Wine gave me a strong foundation in strategically growing mission-driven companies and a passion for purpose-led work. At Stella & Dot, as director of field development, I worked closely with independent consultants, helping them build their businesses by fostering strong customer relationships and sharing product knowledge. At OneHope Wine, as chief sales officer, I led a team that combined sales success with social impact, where every product sold supported a cause. These experiences have fully prepared me to jump into the chief sales officer role at Norwex, where our focus on helping people live cleaner, healthier lives is a mission I’m deeply passionate about.

Happi: What attracted you to Norwex? What do you like about the company and is there anything that you would like to change?

Newcomer: What really attracted me to Norwex is its strong, mission-driven focus. During my time at OneHope Wine and Stella & Dot, I discovered how powerful it can be when a company’s mission aligns with its products and values, creating a deeper, more personal connection to the work. That’s exactly what I see in Norwex.

With over 30 years of commitment to helping people live cleaner, greener, healthier lives—whether through the cleaning products we use at home or the personal care items we trust on our bodies—Norwex is making a meaningful impact. I’m excited to be a part of a company that’s truly helping people and the planet.

Happi: What is your year-one strategy for expanding Norwex’s footprint, especially in the personal care category? What about home care?

Newcomer: Our year-one strategy for expanding Norwex’s footprint really comes down to our mission: reducing harmful chemicals in everyday life so we can share a cleaner, safer way of living—for our homes, families, and the planet. When it comes to home care, we’ll keep focusing on what we do best, like our microfiber cloths that clean effectively without relying on harmful substances. For personal care, we’re committed to showing people how our products can help them live healthier lives. By staying true to our mission and sharing our story, we plan to grow in both categories.

Happi: Detail three strategic ways you’re growing Norwex’s Millennial consultant base?

Newcomer: To grow Norwex’s Millennial consultant base, we’re leveraging digital tools and social media to empower consultants. By emphasizing our mission of sustainability and healthier living, we offer a flexible, inclusive business model that aligns with Millennials’ values of authenticity, purpose and work-life balance, ultimately, making Norwex an appealing opportunity.

Happi: Why is Norwex further investing in the direct selling format during a time of industry change, with many brands now shifting away from this format?

Newcomer: At Norwex, we are deeply committed to the values that have always guided our business: empowering people and building strong communities. The direct selling format aligns perfectly with these values, allowing us to create meaningful, personal connections with our customers and provide life-changing opportunities for our consultants. Even as the industry evolves, we believe direct selling is more relevant than ever because it fosters genuine relationships and trust. Our model also gives people the freedom to build their businesses, which is particularly powerful in today’s changing economic landscape. While many brands may be shifting away from this format, Norwex remains dedicated to it because we believe in the power of people, personal interaction and the ripple effect of positive community impact. Our investment in this model reflects our long-term vision of sustainability and purpose, which extends far beyond just selling products.

Happi: What homecare products are driving Norwex’s growth?

Newcomer: One of our standout products is the Safe Haven 5 Kit, and it’s truly the perfect entry point for anyone new to Norwex. It’s a simple yet powerful way to transform your home into a safer, cleaner space, using five of our most essential products that eliminate harmful chemicals and replace them with better-for-you alternatives. We see so many people gravitate toward this kit because it’s not just an introduction to the brand, but it is a simple way to streamline the process of cleaning the most used areas of your home.

Happi: What are one or two new home care products that will launch in the new year, and what benefits do they bring to the consumer?

Newcomer: I’m incredibly excited about what’s coming next year, but unfortunately, I can’t share specific details just yet. What I can say is that our upcoming home care products will continue to align with our mission of reducing harmful chemicals and making it easier for consumers to create cleaner, safer homes. We’re focused on innovation that not only enhances performance but also supports healthier living for families and the planet. Stay tuned—there’s a lot to look forward to!