Pharmaca is what you'd get if you plucked the health and wellness aisles out of Whole Foods Market and made them into their own store. It's all-natural vitamins, supplements, bath and hygeine products, and wellness books. Oh yeah, and a full pharmacy in back. I think it's great! I have found, though, that prices on most items are a little higher than the other stores in the area that sell similar items (Whole Foods, Wild Oats, Vitamin Cottage).