Driven by science, we empower people to live long and healthy lives. We use the remedial power of nature to bring pure, effective and sustainable solutions to a healthier tomorrow.

Treat yourself, naturally!

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 products in the last  years in both Iceland and Sweden. The products have approved registration and are certified by medical authorities in all the Nordic countries.

Growth

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.

Values

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.

Man­age­ment team

 

 

 

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.

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Karl Guðmundsson

CEO

MBA from the Rady School of Management at UCSD

Karl served as VP of Sales and Marketing at Florealis 2014-2018. He was at Business Iceland for three years until he returned to Florealis as CEO.
He has served in leadership positions at medtech companies like Ossur, Biomet and Ekso Bionics in the USA. He has B.Sc. in Physical Therapy and MBA from the Rady School of Managment at UCSD.

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Agnes Gunnarsdóttir

VP of Sales and marketing

Over 20 years of leadership in sales and marketing roles in various industries and teaching sales, branding and other topics at Bifrost University.

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Páll Arnar Hauksson

VP of Product management

Ten years of product and business development experience in supplements. Has been with Florealis and its predecessors for almost a decade.

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Þórey Haraldsdóttir

VP of Research and Development

M.Sc. Pharmacy

Þórey has over 25 years of experience in the pharmaceutical industry. Prior to joining Florealis she held various management positions at Alvotech and Actavis Group where she was in charge of reconstructing a laboratory in Chennai in India.

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Dr. Elsa Steinunn Halldórsdóttir

CSO

M.Sc. Pharmacy & Ph.D. Pharmacy

Elsa has over 15 years of experience in drug development, both from the academy and the pharmaceutical industry. Prior joining Florealis she held various positions within R&D at Actavis Group. Elsa holds a Ph.D. degree in Natural Product Chemistry.