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

Harpatinum

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. She serves on the board of the Icelandic Chamber of Commerce.

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Teitur Þór Ingvarsson

CFO

M.Sc. Corporate Finance & Certified Stockbroker

Teitur is an experienced finance professional with background in corporate finance, investment banking and accounting. Before joining Florealis he worked for Arion bank, Icebank and Deloitte.

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Ólöf Þórhallsdóttir

VP of Sales and Marketing

M.Sc. Pharmacy, MBA candidate

Ólöf has 20 years of extensive experience in sales, marketing and business management in the pharma industry. She has years of experience as an executive at Actavis and associated organizations, mainly in Iceland and the Nordic countries.

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Dr. Sandra Mjöll Jónsdóttir Buch

Product Marketing 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.

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Dr. Elsa Steinunn Halldórsdóttir

VP of Research and Development

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.

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Dr. Margrét Bessadóttir

Quality Manager

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

Margrét has a valuable experience in the pharma industry and has a Qualified Person certification. For the last few years Margrét has been part of the academic field both as a scientist and as a Research manager at the the University of Iceland.

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Louise Sävström

Nordic Business Lead

IHM Marketing & Business Economics, Licensed nurse

Louise has valuable experience and over twenty years of sales and marketing experience in the Nordic pharmaceutical market as KAM, Product Manager, and Sales Manager. After the deregulation did Louise take part as category manager for Rx at Apotek1.

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Petra Wendelin

Market Communicator

M.Sc. Business Administration

Petra has extensive experience in marketing and communication since her years as product manager for Sweden and Norway within the international corporation L’Oréal and also from her years at an entrepreneurial company. This combination gives her a solid platform in her work as marketing communicator at Florealis.

Board of Directors

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

 

 

 

Finnur Oddsson

Finnur joined the board of Florealis in May 2019. He is the CEO at the software company Origo and served as a the Managing Director of the Icelandic Chamber of Commerce and was an assistant professor at the University of Reykjavik for several years. He serves on the board of the Icelandic Chamber of Commerce, Tempo Software and Applicon Sweden among others.

Linda Björk Ólafsdóttir

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 Eggertsdóttir

Chairman

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.

Henriette Nielsen

Henriette joined the board of Florealis in May 2019. She is the EVP, Business Operations at Hikma Pharmaceuticals and former senior roles at Teva Pharmaceuticals, Actavis Group, Alpharma, Netdoktor and Kromann Reumert. She serves on the board of Think Equal USA.

Huld Magnúsdóttir

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.