Innovation Encapsulated: Tomas Edvinsson’s Vision for Transforming the Nutraceutical Industry
In the rapidly evolving world of health and wellness, where science meets consumer aspiration, Tomas Edvinsson stands at the forefront as a visionary redefining what innovation truly means in the nutraceutical industry. As Owner and General Manager, Tomas has built more than a successful company—he has cultivated a culture rooted in integrity, excellence, and transformative thinking. His mission transcends the traditional boundaries of business; it is a passionate pursuit to make health and nutrition smarter, cleaner, and more accessible to all.
For Tomas, innovation is not just a word—it’s a philosophy. It begins with curiosity and a willingness to challenge conventions that have long defined the supplement industry.
For Roula Youssef Halabi, Senior Vice President of Global Fertility Services at CooperSurgical, the pursuit of excellence in healthcare has been a lifelong mission.
Born and raised in Lebanon, her formative years were influenced by a culture that valued resilience, adaptability, and community—qualities that would later define her leadership style. Roula’s journey from a trained midwife to leadership roles in the fertility industry is not only a testament to her unwavering commitment to the health of women, babies, and families – the very mission she strives toward at CooperSurgical – but her dedication to excellence in everything she does.
CooperSurgical is a fertility & women’s health company rooted in a dedication to upholding the highest standards and reaching new heights as a leader in the industry: a guiding principle with which Roula found perfect harmony. Since 2023, she has led the global fertility services business, placing paramount importance on excellent quality care for customers and their patients, around the world.
Read on for excerpts from our interview with Roula where she brings to light how she inspires excellence in her teams through passionate leadership and empowering others.
The Path to Leadership
My journey began in the delivery rooms, where I witnessed firsthand the complexities and joys of bringing new life into the world. My education and training as a midwife gave me a deep understanding of the human side of healthcare. However, I felt a pull toward broader challenges in leadership, particularly in the domain of infertility—a field often fraught with emotional and physical hurdles for patients.
I’ve always been driven by the desire to create meaningful change and impact. Transitioning from midwifery to the infertility world having the opportunity to see the business from different lenses, the lens of a patient and the lens of a customer where I was the COO for the largest fertility network in the Middle East, and the lens of a supplier allowed me to address not only the clinical aspects, but also the emotional and social dynamics, of building families, along with the innovation and advanced technology that ensure access to care and improve outcomes.
After a few years in the field, I transitioned into business, combining clinical expertise with strategic acumen. I now bring 24 years of global healthcare expertise and leadership experience to my role, including managing a quarter-billion-dollar P&L and leading M&A endeavors. My journey has also been shaped by effective collaboration within complex organizations, strategic goal-setting, and international expansion initiatives. My multilingual skills (English, French, and Arabic) and dual nationalities (Lebanese and American) have enriched my ability to navigate diverse markets and cultures.
Staying Motivated in a Dynamic Role
For me, motivation stems from my dual focus: advancing medical innovation and making a real difference in patients’ lives. Every product we develop, every solution we deliver, has the potential to change someone’s story and help people achieve their dream of parenthood. That’s incredibly powerful.
Staying driven in a global leadership role requires balancing a demanding schedule with personal values. I credit my family for keeping me grounded; their support is my anchor. My commitment to a balanced and healthy lifestyle, including my active participation in the F45 High-Intensity Team Challenge, helps me maintain the energy and focus needed for my responsibilities.
Integrating Technology and Empathy
In a field as sensitive as fertility, the challenge lies in integrating cutting-edge technology without losing the patient focus. We can’t just innovate for innovation’s sake. We need to ask, ‘How does this improve the patient journey and the patient outcome? How does it support clinics in delivering better care for their patients?’
At CooperSurgical, we have introduced solutions and services that simplify complex processes, such as electronic witnessing systems and advanced genomic testing. But the real triumph lies in ensuring these innovations are accessible and empowering for patients and clinics alike.
Empowering Women Professionals
As a woman in a leadership role, I am deeply committed to fostering an environment where women can thrive. I have championed initiatives that promote mentorship, career development, and a culture of inclusivity. I believe that diverse voices drive innovation.
Empowerment is about creating opportunities and removing barriers. It’s about recognizing potential and investing in people, providing them with the tools to succeed.
My advice to young women aspiring to lead in healthcare is to believe in your vision and don’t be afraid to take risks. Seek mentors, build your network, and never stop learning. Most importantly, measure your success by the people you uplift, and don’t forget to celebrate the small wins along the way. Overcoming Challenges
My career has not been without its hurdles. Navigating a transition from a regional role to a global leadership position in a traditionally male-dominated industry came with unique challenges. These experiences, however, provided invaluable opportunities to break barriers, challenge biases, and pave the way for greater inclusivity.
Leadership is not just about making tough decisions in difficult times. It’s also about transparency, empathy, and ensuring that those decisions align with the organization’s values and long-term vision. As COO at Fakih IVF, I contributed to a significant industry acquisition and gained hands-on experience in board-level operations, preparing me for my current leadership responsibilities at CooperSurgical.
Board Memberships and Industry Contributions
Beyond my executive role at CooperSurgical, I serve as a board member for MECOMED and AVL Skincare, where I leverage my expertise to drive strategic initiatives and foster industry growth. My involvement underscores my dedication to advancing healthcare and related sectors through collaboration and innovation.
Defining Success and The Future of Fertility
Looking ahead, I see a future shaped by more personalized treatment, increased accessibility, and the integration of AI in clinical decision-making. The next frontier is making fertility solutions available to more people, irrespective of geography or socioeconomic status.
For me, success is about impact. It’s not just about hitting numbers or launching products. It’s about leaving a legacy of innovation, compassion, and empowerment. It’s about the lives we touch and the futures we help create.
As I continue to lead CooperSurgical’s fertility services with vision and heart, I am committed to excellence and inspiration to change fertility care for generations to come.
Innovation Encapsulated: Tomas Edvinsson’s Vision for Transforming the Nutraceutical Industry
In the rapidly evolving world of health and wellness, where science meets consumer aspiration, Tomas Edvinsson stands at the forefront as a visionary redefining what innovation truly means in the nutraceutical industry. As Owner and General Manager, Tomas has built more than a successful company—he has cultivated a culture rooted in integrity, excellence, and transformative thinking. His mission transcends the traditional boundaries of business; it is a passionate pursuit to make health and nutrition smarter, cleaner, and more accessible to all.
For Tomas, innovation is not just a word—it’s a philosophy. It begins with curiosity and a willingness to challenge conventions that have long defined the supplement industry. “People deserve more than marketing promises,” he believes. “They deserve products grounded in science, created with responsibility, and designed to genuinely improve quality of life.” This ethos lies at the core of everything his organisation does, from research and development to production and global distribution.
A Vision Rooted in Science and Purpose
The nutraceutical industry, once a niche segment, has become a global powerhouse—yet Tomas recognised early that growth must be guided by credibility. His journey began with a question: What if nutraceuticals could be both effective and ethical? This question ignited his mission to merge the precision of pharmaceutical science with the accessibility of everyday wellness.
Under his leadership, the company has embraced a rigorous scientific framework, investing heavily in R&D and establishing partnerships with nutrition experts, clinical researchers, and academic institutions. Every formula developed under Tomas’s supervision undergoes extensive testing to ensure safety, potency, and proven results. This commitment to transparency and accountability sets his organisation apart in an industry that often struggles with misinformation and quality inconsistencies.
“We don’t just follow the science,” Tomas explains. “We participate in it.” By fostering collaboration with leading universities and laboratories, his company stays ahead of emerging health trends—integrating biotechnology, plant-based innovation, and precision nutrition into next-generation formulations.
Sustainability: The New Standard of Excellence
Equally important to Tomas is the responsibility to the planet. As global awareness of environmental impact deepens, he has made sustainability a cornerstone of the company’s operations. From responsibly sourced ingredients to eco-efficient manufacturing practices, Tomas ensures that every step of production reflects environmental stewardship.
His company has implemented green manufacturing systems that reduce waste, minimise carbon footprint, and optimise energy use. Biodegradable packaging, renewable energy solutions, and ethical supply chain partnerships have become integral components of their identity. For Tomas, innovation is incomplete without sustainability—because health cannot thrive on an unhealthy planet.
“Our approach to wellness must extend beyond the individual,” he says. “It should also nurture the environment that sustains us. Sustainability is not a marketing angle; it’s a moral obligation.”
Empowering the Informed Consumer
Today’s consumers are more educated, more discerning, and more conscious of what they put into their bodies than ever before. Tomas recognises this shift not as a challenge, but as an opportunity. Through open communication and consumer education initiatives, his company empowers customers with the knowledge to make informed choices about their health.
He insists on transparency at every level—from revealing ingredient origins to explaining scientific studies that validate product efficacy. In doing so, Tomas builds trust not through persuasion, but through truth. His brand narrative resonates deeply with a new generation of health enthusiasts who value authenticity as much as effectiveness.
“Education transforms a customer into a partner in wellness,” Tomas reflects. “When people understand the ‘why’ behind what they consume, they take ownership of their health journey. That’s the real transformation.”
Technology and the Future of Wellness
In an industry traditionally rooted in nature, Tomas has skillfully integrated technology as a catalyst for evolution. His company employs data-driven research and AI-powered analytics to predict trends, enhance formulations, and ensure consistency in product quality. The use of advanced encapsulation technologies and bioavailability enhancement systems ensures that every nutrient delivers optimal benefit.
Moreover, the adoption of digital health tools and e-commerce innovation has expanded accessibility—connecting global consumers with personalised nutraceutical solutions tailored to their unique biological needs. Tomas’s forward-thinking approach merges the best of both worlds: the timeless wisdom of natural healing and the precision of modern science.
A Culture of Collaboration and Innovation
Behind every successful leader is a strong team—and Tomas has built a culture that celebrates creativity, accountability, and shared vision. He believes that great ideas flourish in environments where curiosity is encouraged and innovation is rewarded. From scientists and nutritionists to production teams and marketing professionals, every individual is united by a common goal: to redefine the meaning of health.
Tomas encourages cross-disciplinary collaboration, ensuring that innovation doesn’t remain confined to laboratories but extends into every aspect of the business. This spirit of teamwork has helped the company launch breakthrough products and earn global recognition for its quality and innovation standards.
Leading by Example
What truly distinguishes Tomas Edvinsson is not only his business acumen but his personal authenticity. He leads with humility, values people as much as progress, and views every challenge as a learning opportunity. His leadership style embodies balance—combining analytical precision with human empathy.
For Tomas, leadership is about stewardship—of people, of purpose, and of progress. His long-term vision is to elevate the nutraceutical industry from a commercial pursuit to a meaningful global movement that improves health outcomes for communities worldwide.
Redefining the Future of Health
As the global wellness industry continues to expand, Tomas stands among a new generation of leaders redefining what it means to care for human health. His relentless pursuit of quality, sustainability, and scientific integrity has set a new standard for what nutraceutical innovation can achieve.
Looking ahead, Tomas envisions an era where nutraceuticals play a central role in preventive healthcare, empowering individuals to live longer, healthier, and more fulfilling lives. By championing responsible innovation and ethical progress, he is not only shaping his company’s future but influencing the direction of an entire industry.
In many ways, Tomas Edvinsson has encapsulated the spirit of transformation itself—bridging science and nature, innovation and integrity, vision and reality. His story reminds us that true innovation is not about creating what’s new, but about creating what truly matters.
Through his leadership, the nutraceutical industry is evolving into something far greater than a business—it is becoming a force for good, for health, and for humanity.
