Mattias Josander
Chief Executive Officer
Mattias Josander is a seasoned leader with over 25 years of experience in global FMCG companies, including Red Bull, L'Oréal, and Swedish Match. With a deep understanding of the nicotine and consumer goods industries, Mattias brings strategic clarity, commercial acumen, and a proven track record of building high-performing brands and teams in competitive markets.
About Mattias
Known for his strategic vision and ability to challenge the status quo, Mattias excels at leading diverse teams and driving transformational change. His experience spans brand development, market expansion, and delivering measurable business results. With a sharp focus on growth and innovation, he is dedicated to building Emplicure into a leading nicotine pouch company.
Mattias's leadership style is grounded in unlocking potential—aligning people, strategy, and execution to create sustainable success. He draws on nearly a decade of experience in marketing and sales leadership roles at Swedish Match, where he developed deep expertise in oral tobacco and nicotine pouches. At Emplicure, he focuses on realizing the full potential of the game-changing Seratek technology and shaping the future of nicotine consumption. By combining industry knowledge, a strong network, and a passion for progress, Mattias is driving Emplicure forward to set new standards in the market.
Meet our people
Founded by a world leader in bioceramics, our management team and board combines experience from across the biotechnology, pharmaceutical, nicotine pouch and FMCG industries.
Led by an experienced management team
Håkan Engqvist
Founder and Chief Science Officer
Professor Håkan Engqvist, the founder of Emplicure, is a globally recognised authority in Applied Materials Science.
Steering the vision: Our board of directors
Gisela Sitbon
Chair of the Board
With a PhD in Molecular and Microbiology, Dr Gisela Sitbon is an expert in building successful, groundbreaking life science companies.
