The Cinderella Story

Over 25 years ago, Norwegian entrepreneur Odd Kjell Sjøvik, part of the long-established Sjøvik family business, recognised a growing challenge: how to provide safe, hygienic sanitation in remote areas without access to water or sewage systems. Inspired by the need for practical solutions for cabins and off-grid living, he developed the first prototype of what would become the Cinderella Incineration Toilet.  

This pioneering concept introduced a simple yet revolutionary idea, a completely water-free toilet that uses high heat to incinerate waste into a small amount of sterile ash. Designed for reliability in harsh Nordic conditions, it provided an environmentally responsible alternative to traditional waste systems. 

The first Cinderella toilets entered the market in the late 1990s and quickly gained popularity across Norway and Scandinavia, particularly among cabin owners and off-grid households.  

For many years, the product remained focused on this niche, where access to plumbing infrastructure was limited. By 2012, more than tens of thousands of units had been installed throughout the region, firmly establishing Cinderella as a trusted and market-leading solution in the Nordic leisure sector.  

The company, now known as Cinderella Eco Group, remained family-owned and headquartered in Midsund, Norway, maintaining a strong connection to its origins and values.  

A major turning point came in the early 2010s, when Cinderella began expanding beyond Scandinavia into international markets. From 2012 onward, the company introduced its technology to Europe, North America, Australia, and New Zealand, supported by a growing network of distributors and partners.  

At the same time, the product range evolved to meet a broader set of needs: 

• Electric and gas-powered models for both on-grid and off-grid use
• Mobile solutions for caravans, motorhomes, and marine applications 
• Industrial and commercial installations, including mining, construction, aquaculture, and rail 
• Emerging applications in humanitarian and sanitation-challenged regions 

This expansion marked Cinderella’s transition from a niche Nordic solution into a globally recognised brand in sustainable sanitation. 

Today, the company manufactures all of its products in Norway, including at its modern production facilities above the Arctic Circle, reinforcing its commitment to quality, durability, and environmental responsibility.  

At its core, Cinderella Eco Group has always been driven by a clear mission: 
to deliver clean, efficient, and environmentally friendly sanitation without relying on water or infrastructure. 

As global challenges around water scarcity, urbanisation, and sanitation continue to grow, the relevance of this technology has only increased. Cinderella’s solutions help reduce water consumption, prevent pollution, and provide safe waste management in areas where traditional systems are impractical or unavailable.  

With products now used across all continents and in both private and professional settings, Cinderella continues to innovate while staying true to its Norwegian heritage, combining engineering excellence with a deep respect for nature.  

From a single idea born in rural Norway to a global leader in incineration technology, Cinderella Eco Group represents what Scandinavian innovation does best: simple, sustainable solutions designed for real-world challenges.