Mission and Values


Our mission is to help improve the health and well–being of people by providing herbal medicines of the highest quality.


Our core values quality, safety and efficacy ensure successful and trustworthy relationship with our stakeholders, and are the foundation for our strategy and success. The values permeate our goals, our products and our way of working.


Our vision is to become leading provider of high quality herbal medicines for the Nordic market by:

  • Improving life of our customers
  • Creating trust and reliability with our stakeholders
  • Driving quality, safety and efficacy
  • Innovation and new technology
  • Passion, energy and care for the individual

Management Team

The Flo­re­alis’ man­age­ment team con­sists of indi­vid­u­als with var­ied back­grounds who all share a com­mon pas­sion for increas­ing pro­fes­sion­al­ism and qual­ity within the herbal medicine indus­try.

The team’s expe­ri­ence within the phar­ma­ceu­ti­cal and medical indus­try cov­ers most facets of the process of bringing product from the lab to the market.

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Kolbrún Hrafnkelsdóttir

CEO and Co–Founder

M.Sc. Pharmacy & MBA

Kol­brún has a solid back­ground within the phar­ma­ceu­ti­cal indus­try and has an extensive knowledge of drug development. Her experience in business strategy and international business development are essential part of her contribution to the team. She believes that key success factors in business are clear goals, good planning and effective teamwork.

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Karl Guðmundsson

VP of Sales & Marketing

B.Sc. Phys. Therapy & MBA

Karl has extensive experience in sales, marketing, product management and brand building within the medical field. In recent years he has been an executive in international medical device companies such as Ossur, Biomet and Ekso Bionics. Karl has lead several successful efforts in bringing new medical technologies and products to the markets, both in Europe and the US.

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Elsa Steinunn Halldórsdóttir

VP of Research and Development

Ph.D. Pharmacy

Elsa holds a M.Sc. degree in Pharmacy and Ph.D. degree in Natural Product Chemistry from the University of Iceland. She has experience from both the academy and pharmaceutical industry. Before joining Florealis she worked in the R&D department of Actavis as a clinical scientist, with earlier experience as a project manager and stability scientist.

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Ásta Rut Jónasdóttir

VP of Regulatory and Quality

M.Sc. Strategic Management

Ásta holds a Master´s degree in Strategic Management from the University of Iceland. She was with Actavis for 8 years and has extensive experience in collaboration with authorities and strong background in pharmaceutical regulatory procedures.

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Louise Sävström

Nordic Business Lead

IHM Marketing & Business Economics

Louise has over twenty years of sales and marketing experience in the Nordic pharmaceutical market as well as category management in pharmacy chains.

Board of Directors

Our Board of Directors has three experienced veterans of the pharmaceutical, biotech and venture industries.

Guðbjörg Edda Eggertsdóttir — Chairman

Mrs Eggertsdóttir is an experienced executive in pharmaceuticals who served on the executive team of Actavis for decades and is now on the board of several healthcare and pharmaceutical companies.

Hjörleifur Pálsson — Board Member

Mr. Pálsson is a CPA and was the CFO of Ossur for 12 years. He is currently on the board of another pharmaceutical company as well as investment funds.

Skúli Valberg Ólafsson — Board Member

Mr. Ólafsson is the managing director and founder of Arcticus.vc. He has been involved in the development and funding of innovation companies for more than 20 years.