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 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.

Founders and the Florealis team

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.

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Karl Guðmundsson


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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Borghildur Sigurðardóttir


CFO M.Sc. Accounting and auditing

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Dr. Elsa Steinunn Halldórsdóttir


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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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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Lára Kristín Unnarsdóttir

Sales- and marketing representative

M.Sc. in Marketing

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 four experienced veterans of the pharmaceutical, biotech and venture industries.


Guðbjörg Edda Eggertsdóttir


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 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 Fagkaup. She serves on the board of several retail and startup companies including Fagkaup, Snjallgagna, Genki og Framvís.



Hrönn Greipsdóttir

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 Hrafnkelsdóttir

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.