Adapting to market trends while remaining committed to core values is an ongoing challenge. The greatest leaders don’t merely respond to change, they mold it, transforming it into a chance for development. In sectors such as healthcare and wellness, where fresh trends arise daily, the most effective leaders understand how to harmonize innovation with the principles that define their identity.
Kristina Edvinsson’s journey as an Owner with Gelpell AG is a perfect example of this. With a strong family legacy in the supplement and pharma industries, she grew up watching her ancestors build something meaningful from the ground up. But Kristina’s leadership style goes beyond tradition. She consistently looks forward, adjusting to the evolving demands of the market while remaining anchored in the fundamental principles that have contributed to Gelpell AG’s success. When she assumed control of the company, she didn’t merely adhere to the trends—she established them.
With Kristina’s leadership, Gelpell AG launched revolutionary innovations such as the Gelpell® beadlet technology, improving the bioavailability of active ingredients in previously unimaginable ways. Simultaneously, she urged the company to adopt sustainability, integrating plant-based solutions as a central element of their future. Kristina’s leadership stems from a strong dedication to quality and a steadfast conviction that by adhering to their principles, Gelpell AG can not only adjust to the market but also lead it.
Get a closer look at Kristina’s journey in the interview below!
As a fourth-generation entrepreneur in the food supplement and pharma industry, how has your family’s legacy shaped your approach to leadership at Gelpell AG?
My family’s legacy is one of building and creating, from the ground up. My great-grandfather, Dr. Med Greither, founded Salus Haus, setting the foundation for holistic health solutions. My grandfather, Otto Greither, expanded Salus Haus into an international brand, and my father established Swiss Caps, revolutionizing capsule manufacturing. Each generation wasn’t just about growth but building something entirely new—designing processes, standing on the factory floor, evaluating and buying machines, writing contracts, and pushing boundaries.
This legacy of being “makers” has deeply shaped my approach to leadership. For me, being a leader means going the extra mile, supporting my team tirelessly, and never losing sight of our goals—both for the business and personally. Like the generations before me, I value strong partnerships that are willing to go the extra mile, and I am fortunate to have these in every aspect of my life: my family, my team at Gelpell, and with our external collaborators. Acknowledging and honoring these partnerships is crucial but so is challenging them to grow and evolve alongside us.
Gelpell AG has been growing steadily since its founding in 2005. What key strategies have you implemented to ensure this consistent growth in a competitive market?
Our consistent growth stems from our core strength: the flexibility we offer and our solution-oriented approach. At Gelpell AG, we pride ourselves on understanding and adapting to the unique needs of our customers, providing tailored solutions that drive mutual success.
Our patented Gelpell® beadlet technology is a key differentiator, delivering enhanced bioavailability and stability for active ingredients, setting us apart in the competitive market. Additionally, we’ve introduced innovative products like vegan soft capsules, staying aligned with consumer demand for plant-based and sustainable options. By combining flexibility, cutting-edge technology, and a commitment to partnership, we’ve created a strong foundation for continued growth.
How is Gelpell AG adapting to the increasing demand for plant-based and sustainable products in the nutritional supplement industry?
We are fully committed to meeting the growing demand for plant-based and sustainable solutions. Our introduction of vegan soft capsules is a testament to this commitment, providing an innovative alternative for customers seeking high-quality, plant-based delivery systems.
Can you share an example of a recent innovation at Gelpell AG that you believe will significantly impact the future of healthcare and nutrition?
One of our most exciting innovations is the development of Ubiquinol-based Gelpell® formulations, designed for enhanced absorption and efficacy. This technology not only meets the increasing consumer demand for longevity products but also addresses the scientific need for effective delivery of critical nutrients. Such innovations position us as leaders in the longevity and wellness space.
As an influential healthcare executive, what do you see as the biggest challenges facing the European healthcare and supplement industry in the next 5-10 years?
One of the biggest challenges is navigating the complex regulatory landscape while keeping up with rapid scientific advancements. Additionally, the industry must address sustainability, transparency, and personalized healthcare demands. Building trust through science-backed claims and ensuring access to high-quality supplements will be critical.
Gelpell AG emphasizes Swiss quality and state-of-the-art technologies. How do you balance maintaining high standards with the need for rapid innovation and flexibility?
Swiss quality and innovation go hand in hand. We ensure this balance by fostering a culture of continuous improvement, leveraging agile methodologies, and staying close to our customers’ evolving needs. Our investments in cutting-edge technology and R&D enable us to deliver flexibility without compromising on excellence.
You’ve been recognized for your leadership in the industry. What advice would you give to aspiring healthcare executives, particularly women, looking to make an impact in this field?
My advice is to remain curious and committed to lifelong learning. Build a strong network of mentors and peers and never underestimate the power of resilience. For women, it’s important to trust your instincts, embrace opportunities, and lead authentically. Diverse perspectives are invaluable in shaping the future of healthcare.
Looking ahead, what is your vision for Gelpell AG’s role in shaping the future of healthcare and nutritional supplements in Europe and beyond?
Our vision is to lead the evolution of healthcare and nutrition by pioneering science-backed, sustainable solutions that enhance well-being. Gelpell AG will continue to drive innovation, focus on personalized health solutions, and expand our global presence to set new benchmarks in quality and efficacy.
