Vision and Values

Vision

Quality of life

We offer a wide selection of natural products with scientific foundation to help our customers overcome mild diseases and live the best life possible.

Growth 

We will grow our business with innovation, trustworthy brand and top quality products. We will act responsibly to both people and nature.

Trust

We are building a Nordic brand that people trust and look for when they are suffering from mild diseases. Our customers and health care professionals will be devoted to the brand and love to spread our message.

Values

Quality of life, trust and collaboration are our core values.  They will 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.

Quality of life  – Trust – Collaboration

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

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

Regulatory Manager

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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Margrét Bessadóttir

Quality Manager

M.Sc. Pharmacy & Ph.D. Biomedical Sciences

Margrét holds a M.Sc. degree in Pharmacy and a Ph.D. degree in Biomedical Sciences from the University of Iceland. In her previous role as a Qualified Person at Actavis, she gained valuable experience in the pharma industry. For the last few years Margrét has been part of the academic field both as a scientist and as a Research manager at the School of Health Sciences at the University of Iceland.

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Daði Hannesson

CFO

M.Sc. Finance & M.Acc

Daði is an experienced accounting and finance professional, with background in investment banking and corporate finance in different sectors. He holds an M.Sc. degree in Finance from Copenhagen Business School/National University of Singapore, and M.acc. degree from the University of Iceland.

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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.

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Sandra Mjöll Jónsdóttir Buch

Product Manager

Ph.D. Biomedical Science

Sandra Mjöll is an innovation driven professional with a Ph.D. degree in Biomedical Science. Before joining Florealis she co-founded and ran a biotech company for several years. Her experience with combining science and business provides her with a unique skillset that gives her great insight into the product lifecycle.

Board of Directors

Our Board of Directors has four 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 a board member on several companies and investment funds. He was the CFO of global orthopeadics company Ossur.

Huld Magnúsdóttir – Board Member

Ms Magnúsdóttir is the CEO of the investment fund NSA ventures and has extensive business knowledge and experience in innovation, strategy and international operations after working world wide.

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.