Our story

Pioneering work for over half a century

Heilsa was founded in 1973 by Örn Svavarsson, one of Iceland’s pioneers in health and wellbeing. At the time, health products were little known in Iceland and both selection and availability were limited.

In the company’s early years, partnerships were forged with pioneers such as Bioforce and Biotta. Through steady work on its product range and distribution, Heilsa helped open the way for health products in supermarkets, pharmacies and speciality stores across the country.

Over the following decades Heilsa built a strong wholesale operation and became the partner of many international brands in vitamins and supplements, food, skin and beauty care and healthcare products. The company also founded Heilsuhúsið, Iceland’s first speciality health-product store, which later grew into a leading chain in its field.

In 2005 Lyfja acquired Heilsa, and in 2024 both companies became part of Festi. Heilsa now operates as an independent company within the group, and the business has continued to evolve with a stronger focus on own brands, product development, pharmaceuticals and new healthcare solutions alongside import and distribution.

More than half a century on, Heilsa still draws on the pioneering mindset that laid the foundations of the company: to spot new opportunities, move forward, and make high-quality health and wellbeing products and solutions accessible to Icelandic consumers.