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.
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.
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.
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.
Elsa has over 20 years experience in sales and marketing from the retail, telecommunications and IT sector. Elsa was Director of Retail and Marketing at Lyfja, Iceland´s biggest pharmacy chains and Managing Director of retail at Origo. She has a Bachelor of Business Administration (BBA) and a PRINCE2 Practitioner certification.
Lára Kristín has extensive experience in the field of copy writing, marketing and design. In the recent years she has worked as a copywriter, creative manager, marketing manager and produced marketing and promotional material for websites, social media as well as traditional advertising media.
Our Board of Directors has five experienced veterans of the pharmaceutical, biotech and venture industries.
Linda Björk joined the board of Florealis in May 2019. She is the Managing director of Tennin investments and one of the owner of Johan Rönning. She serves on the board of several retail and startup companies including AKSO, Wasabi Iceland, IceMedico and Klappir.
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.
Huld has been a board member since March 2018. She is the CEO of the New Business Venture Fund and serves on the board of many companies and funds including Frumtak Ventures, eTactica and Icelandic startup.