Our mission is to help people treat common diseases with effective, accessible, and safe herbal medicines and medical products based on active natural ingredients. We offer a unique range of registered products that treat diseases like anxiety, sleep disorders, migraines and arthritic pain, which affect millions globally but are currently underserved by the health care community.
We have launched nine products in the last two years in both Iceland and Sweden. The products have approved registration and are certified by medical authorities in all the Nordic countries.
Our company has seen rapid growth and sevenfold its sales channels in a few months. Our products are currently sold through 1200 pharmacies in Iceland and Sweden.
We value accountability, passion, courage and collaboration. Our values will ensure a 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.
Florealis was founded in 2013 by Kolbrún Hrafnkelsdóttir and executive people from the pharmaceutical industry with extensive experience in the development and marketing of pharmaceuticals.
The 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 board of directors consists of experienced individuals with industry know-how, led by the chairman, Guðbjörg Edda Eggertsdóttir, former president of Actavis in Iceland.
The experience of the team from the pharmaceutical and medical industry covers most facets of the process of bringing a product from the lab to the market.
Our Board of Directors has four experienced veterans of the pharmaceutical, biotech and venture industries.
Guðbjörg Edda 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.
Linda Björk joined the board of Florealis in May 2019. She is the Managing director of Tennin investments and one of the owner of Fagkaup. She serves on the board of several retail and startup companies including Fagkaup, Snjallgagna, Genki og Framvís.
Hrönn has been a board member since August 2022. She is the CEO of the New Business Venture Fund and serves on the board of many companies and funds including Kara Connect, Meniga, Icelandia og Klak.
Kolbrún has been a board member since August 2022. She is the founder of Florealis and was the CEO until 2022. Kolbrún has extensive experience in pharmaceutical development, internationa business development and strategic planning. She has served on the board of numerous companies, association and committees and has a seat on the boards of the Icelandic Chamber of Commerce, the Association of Startups (SSP) and Plaio.