What Artasan does

Artasan is an Icelandic sales and marketing company that represents, distributes, and provides regulatory and logistics services for over-the-counter (OTC) medicines and health products in Iceland. Founded in 2007 and headquartered in Garðabær, the company operates as an authorized representative for 38 international brands across categories including oral care, pain relief, digestive health, vitamins and supplements, skincare, intimate health, infant care, medical devices, foot care, smoking cessation, and hair removal. Notable brand partners include Durex, Nurofen, Voltaren, Sensodyne, Panodil, Strepsils, Scholl, Bio-Oil, Alflorex, BetterYou, and Parodontax. Artasan is part of the Veritas group of companies, alongside Distica, MEDOR, Vistor, Stoð, and the online retail platform Velvera, with Jón Björnsson (CEO of Veritas) serving as Chairman of Artasan's board.

The company operates as a B2B intermediary for international healthcare brands seeking a route into the Icelandic market, providing end-to-end services covering import, regulatory affairs, pharmacovigilance (via Vistor), distribution, sales, and marketing. Products reach Icelandic consumers through pharmacies, major retail chains across the country, and the online Velvera storefront. Artasan is led by General Manager Brynjálfur Guðmundsson and employs 13 staff, including a dedicated sales team, marketing and brand managers, a health and nutrition specialist, and procurement and customer service personnel. The company participates in industry events including Læknadagar (Medical Days) to engage healthcare professionals. Artasan is privately held under the Veritas conglomerate, with no external institutional investors or venture funding disclosed.

Name

Artasan

Legal name

Artasan

Website

https://artasan.is

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Artasan is a 13-person Icelandic sales, marketing, and distribution company representing 38 international OTC medicine and health product brands for distribution through pharmacies, retail chains, and the Velvera online store across Iceland, as part of the Veritas group.

Ownership category

akta.pro rank

Product category

OTC Pharmaceutical and Health Product Distribution

NAICS

Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Surgical & Medical Instruments & Apparatus (3841)

akta.pro primary industry

OTC Pain Relief & Fever (Analgesics, Anti-inflammatory, Topical Pain Relief) (CRADAMAC)

akta.pro secondary industries

Eye, Ear & Nasal Care (HLAIADAF), Feminine & Sexual Wellness OTC (Yeast Infection OTC, Lubricants, Condoms, Pregnancy Tests) (CRADAMAH), Dermatology OTC & Skin Health (Acne Treatments, Eczema/Psoriasis OTC, Antifungals, Wart Removal) (CRADAMAF)

Keywords

• OTC medicine distribution
• Health products marketing
• Pharmaceutical brand representation
• Pharmacy distribution services
• Consumer healthcare products

Headquarters

HQ city

Garðabær

HQ country

Iceland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Supply Chain, Marketing or Sales, Operations

Revenue model

1. Sales and marketing of OTC medicines and health products: Artasan generates revenue by representing and distributing healthcare brands in Iceland. They provide end-to-end services including import, regulatory affairs, distribution, sales, and marketing for pharmaceutical and health product manufacturers.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels3 records

Core offering

Artasan is a sales and marketing partner for OTC medicine and health product brands in Iceland. The company represents 38 international brands across oral care, pain relief, digestive health, vitamins and supplements, skincare, intimate health, infant care, medical devices, and foot care, providing end-to-end services including import, regulatory affairs, distribution, sales, and marketing to its manufacturer partners. Products are made available to Icelandic consumers through pharmacies and major retail chains nationwide, with an additional online channel via sister company Velvera.

Product overview

Artasan is a sales and marketing company for over-the-counter medicines and healthcare products in Iceland. The company represents 38 distinct international brands across multiple health product categories including oral care (Aftamed, GUM, Parodontax, Sensodyne, Be Confident), pain relief (Voltaren, Nurofen, Panodil, Strefen, Strepsils, Sore No More), digestive health (Alflorex, Bio-Kult, Enzymedica, Nutrilenk, Probi, AminoJern), vitamins and supplements (BetterYou, New Nordic, Natures Aid, Femarelle), skincare (Bio-Oil, Frezyderm, Dr. Organic, Perspi Guard), intimate health (Durex), breastfeeding and infant care (Lansinoh, Medela, BIBS, Otricare), medical devices (Microlife), foot care (Scholl, Hero), smoking cessation (Nicotinell), and hair removal (Veet). Artasan collaborates with manufacturers providing end-to-end services in import, regulatory affairs, distribution, sales, and marketing, with products available in pharmacies and major retail chains nationwide.

Differentiator

Problem solved

Functional benefit

Brands

• Aftamed: Product for mouth sores and toothache relief, containing hyaluronic acid.
• Alflorex
• AminoJern
• Be Confident
• BetterYou
• BIBS
• Bio-Kult
• Bio-Oil
• Dr. Organic
• Durex
• Enzymedica
• Femarelle
• Frezyderm
• GUM
• Hero
• Lansinoh
• Medela
• Microlife
• Natures Aid
• New Nordic
• Nicotinell
• Nurofen
• Nutrilenk
• Otricare
• Otrivin
• Panodil
• Parodontax
• Perspi Guard
• Probi
• Scholl
• Sensodyne
• Sore No More
• Strefen
• Strepsils
• Veet
• Voltaren

Products and services

• OTC medicine and health product sales and marketing representation services End-to-end service for international OTC and health product manufacturers covering import, regulatory affairs, distribution, sales, and marketing of their brands in Iceland. Designed for manufacturers seeking a local partner to enter and operate in the Icelandic market without building their own infrastructure.
• Voltaren (diclofenac) pain relief line Pain-relieving and anti-inflammatory products for muscle and joint pain. Contains active ingredient diclofenac and is available in various forms such as cream, gel, or patches providing localized pain relief and improved mobility. Distributed to Icelandic consumers through pharmacies and retail chains.
• Nurofen (ibuprofen) pain relief line Pain-relieving and anti-inflammatory medication containing ibuprofen, used to reduce pain, fever, and inflammation such as headaches, toothaches, back pain, or muscle pain. Distributed to Icelandic consumers through pharmacies and retail chains.
• Panodil (paracetamol) pain and fever relief line Pain-relieving and fever-reducing medication containing paracetamol for mild to moderate pain (headaches, toothaches, muscle pain) and fever reduction from colds or flu. Distributed to Icelandic consumers through pharmacies and retail chains.
• Strepsils throat lozenges Throat lozenges providing temporary pain relief and soothing of throat inflammation, containing dichlorobenzyl alcohol and amylmetacresol with disinfectant effects. Distributed to Icelandic consumers through pharmacies and retail chains.
• Strefen throat lozenges (flurbiprofen) Lozenges for pain relief from throat inflammation containing the active ingredient flurbiprofen, which is anti-inflammatory and helps reduce swelling, pain, and ease swallowing. Distributed to Icelandic consumers through pharmacies and retail chains.
• Sensodyne sensitive-teeth toothpaste Toothpaste specially developed for sensitive teeth, providing protection against tooth decay. Distributed to Icelandic consumers through pharmacies and retail chains.
• Parodontax toothpaste (GSK) Toothpaste brand produced by GSK pharmaceutical company, known among dentists worldwide for reducing gum bleeding and preventing dental decay. Distributed to Icelandic consumers through pharmacies and retail chains.
• GUM oral and dental health products High-quality oral and dental health products developed with decades of experience and collaboration with dentists, periodontists, and specialists. Offers specialized product lines for gum disease, tooth decay, canker sores, and dry mouth. Distributed to Icelandic consumers through pharmacies and retail chains.
• Aftamed oral care product Oral health product for mouth ulcers, teething pain, and general oral sores, containing hyaluronic acid that accelerates cell division, reduces inflammation, and improves hydration of skin and mucous membranes. Distributed to Icelandic consumers through pharmacies and retail chains.
• Be Confident teeth whitening Swedish brand offering high-quality teeth whitening solutions. Distributed to Icelandic consumers through pharmacies and retail chains.
• Alflorex (Bifidobacterium longum 35624) IBS probiotic Probiotic capsules for irritable bowel syndrome (IBS) containing the proprietary Bifidobacterium longum 35624 bacterial strain that reaches the intestines alive and forms a soothing protective barrier. Distributed to Icelandic consumers through pharmacies and retail chains.
• Bio-Kult probiotics Best-selling probiotics in Britain with over 30 years of research by doctors, nutritionists, and microbiologists, aimed at supporting digestive health and overall wellbeing. Distributed to Icelandic consumers through pharmacies and retail chains.
• Enzymedica digestive enzyme supplements Digestive enzyme supplements tailored to different needs including general digestion support, food intolerance, and post-meal wellbeing. The Digest line is 100% natural, without fillers or additives. Distributed to Icelandic consumers through pharmacies and retail chains.
• Probi probiotic supplements Probiotic produced by Probi AB in Sweden based on decades of research, containing the proprietary lactic acid bacterium Lactobacillus plantarum 299v. Distributed to Icelandic consumers through pharmacies and retail chains.
• Nutrilenk joint supplement Best-selling joint supplement in Iceland from Danish company Mezina, providing effective and natural support for joints and cartilage for an active and healthy lifestyle. Distributed to Icelandic consumers through pharmacies and retail chains.
• BetterYou vitamin oral sprays and magnesium products Pioneering natural supplements focused on innovative, scientifically developed approaches to improve nutrient absorption. Specializes in vitamin oral sprays and magnesium products (bath flakes, oils, creams) that ensure faster and more efficient absorption than traditional supplements. Distributed to Icelandic consumers through pharmacies and retail chains.
• New Nordic natural dietary supplements Leading Scandinavian brand specializing in natural food supplements, vitamins, beauty, and hair products with over 30 years of research and development, creating unique herbal blends that support better wellbeing. Distributed to Icelandic consumers through pharmacies and retail chains.
• Natures Aid dietary supplements High-quality food supplements produced for over three decades. Founded in 1981, one of Britain's most popular vitamin, supplement, and herbal product brands, manufactured in Preston, Lancashire. Distributed to Icelandic consumers through pharmacies and retail chains.
• AminoJern iron supplement Iron supplement that builds iron stores efficiently, absorbed up to four times better than traditional iron supplements without common side effects like nausea or constipation. Distributed to Icelandic consumers through pharmacies and retail chains.
• Femarelle menopause support Hormone-free solution for women experiencing menopausal symptoms, containing the proprietary compound DT56a that stimulates estrogen in local tissues without negative effects. Recommended by many European gynecologists as first-line treatment. Distributed to Icelandic consumers through pharmacies and retail chains.
• Bio-Oil skincare oil 100% natural skin oil, one of the best-selling skin oils in Britain, designed for scars and skin dryness, helping improve appearance of both old and new scars and reducing possibility of stretch marks. Distributed to Icelandic consumers through pharmacies and retail chains.
• Frezyderm skincare line Skincare line with revolutionary second skin technology that creates an invisible extra layer to better protect skin, providing safe and effective protection against sun while protecting against premature aging. Distributed to Icelandic consumers through pharmacies and retail chains.
• Dr. Organic natural skincare Skincare products made from natural ingredients without parabens or other harmful substances. Distributed to Icelandic consumers through pharmacies and retail chains.
• Perspi Guard antiperspirant skincare Quality skincare products for excessive sweating. Distributed to Icelandic consumers through pharmacies and retail chains.
• Durex intimacy products Intimacy products brand with over 90 years of experience creating products designed to provide better experiences. Distributed to Icelandic consumers through pharmacies and retail chains.
• Lansinoh breastfeeding products Products for mothers and children supporting breastfeeding with over 35 years of development, carefully crafted and safe, containing no parabens, BPA, or BPS. Distributed to Icelandic consumers through pharmacies and retail chains.
• Medela breastfeeding products Safe and effective products based on decades of research on breastfeeding. All products that come into contact with breast milk are made from BPA-free plastic. Distributed to Icelandic consumers through pharmacies and retail chains.
• BIBS pacifiers and infant accessories Danish brand producing high-quality pacifiers and accessories for infants, made from 100% safe food-grade plastic and all fabric products from 100% organic muslin cotton. Distributed to Icelandic consumers through pharmacies and retail chains.
• Otricare saline nasal spray for children Saline nasal spray for children that cleanses, moisturizes, and soothes the nose, specially designed for newborns from 2 weeks of age and young children. Distributed to Icelandic consumers through pharmacies and retail chains.
• Otrivin nasal decongestant sprays and drops Nasal sprays and drops that help relieve nasal congestion from colds, allergies, or sinusitis, working quickly by reducing inflammation in the nasal mucosa. Distributed to Icelandic consumers through pharmacies and retail chains.
• Microlife blood pressure monitors and thermometers Blood pressure monitors and thermometers that are easy and simple to use. Distributed to Icelandic consumers through pharmacies and retail chains.
• Scholl foot care solutions Global leader in foot care solutions based on scientific research, with 100 years of expertise providing solutions for healthier feet. Distributed to Icelandic consumers through pharmacies and retail chains.
• Hero Mighty Patch acne patches Acne patch products using hydrocolloid mild gel technology that draws out fluid and impurities from pimples, suitable for all skin types and safe for sensitive skin. Distributed to Icelandic consumers through pharmacies and retail chains.
• Nicotinell smoking cessation products Products to help people reduce or quit tobacco use, containing nicotine in various forms including patches, tablets, or gum. Distributed to Icelandic consumers through pharmacies and retail chains.
• Veet hair removal products Hair removal products for quick and easy hair removal in various forms suitable for different preferences. Distributed to Icelandic consumers through pharmacies and retail chains.
• Sore No More natural cooling/heating gel Natural cooling/heating gel for before and after intense exercise, providing temporary relief for muscle and joint discomfort pre/post exertion. Made with active plant ingredients in alcohol-free gel form without chemical additives. Distributed to Icelandic consumers through pharmacies and retail chains.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• VelveracoreChannel Partner/ Reseller/ DistributorVelvera is the online retail platform operated as a sister company to Artasan. Products from Artasan's portfolio are available for purchase through Velvera's online store, providing the e-commerce distribution channel for the brands Artasan represents.
• DisticacoreOthersDistica is a sister company within the Veritas group. Both Distica and Artasan are part of the same corporate umbrella, operating in the pharmaceutical and health products distribution space.
• VistorcoreStrategic or Co-development PartnerVistor is a sister company that handles adverse event reporting for Artasan products. For products where Artasan is the authorized representative, adverse events can be reported directly to Vistor at [email protected] or by phone 535-7000.
• Vistor (adverse event reporting)minorImplementation/ SI/ Consulting PartnerVistor handles pharmacovigilance services for Artasan, processing adverse event reports for products where Artasan holds authorization, ensuring regulatory compliance with Icelandic pharmaceutical reporting requirements.
• Veritas Group (Parent Company)coreOthersArtasan is part of Veritas, a pharmaceutical and healthcare group. The Veritas group includes companies such as Veritas, Distica, MEDOR, Vistor, and Stoð. The group provides shared services including corporate governance and data protection policies.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Tamro (PHOENIX Group): Finland's leading pharmaceutical wholesaler and pre-wholesaler, part of the PHOENIX Group; distributes OTC and consumer health products to pharmacies and retailers across the Nordics — closely analogous role to Artasan's in a larger Nordic market.
• PHOENIX Group: Europe's largest pharmaceutical distribution group, operating pharma wholesale, retail pharmacy (BENU), and pre-wholesale across ~30 countries. Most relevant broad incumbent for Artasan's distribution-and-retail-adjacent business model.
• Oriola Corporation: Nordic pharmaceutical distributor and dose-dispensing provider operating in Finland and Sweden. Comparable business model — distribution of pharma and consumer health products to retail pharmacies — at materially larger scale.
• Alliance Healthcare (Walgreens Boots Alliance): European pharmaceutical wholesaler and distributor serving pharmacies and retailers across multiple countries; directly comparable value-chain role of distributing OTC and consumer health brands to retail pharmacy customers.

Direct peers

• Distica: Icelandic pharmaceutical and health-products distributor operating under the same Veritas group umbrella. Closest direct peer — same geography, overlapping OTC/health-product distribution mandate, shared corporate services.

Regional players

• Lyfja hf. One of Iceland's largest pharmacy chains, operating retail OTC outlets across the country. Same Icelandic end-market for OTC medicines; functions as a downstream channel for Artasan rather than a distributor peer, but the most relevant in-country comparable.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/artasan

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Artasan