Italy’s online leader in the Health and Wellness sector and a benchmark for end customers and industries

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Italy’s online leader in the Health and Wellness sector, it also acts as a benchmark for end customers and industries. Farmaè was established in Viareggio in 2014 by its creator and founder Riccardo Iacometti with the specific purpose of meeting the needs of end consumers in the OTC segment mainly through the online channel, thanks to the e-commerce platform and the 9 Farmaè stores located in Tuscany. Today, the Farmaè brand complements the over-the-counter, non-prescription medicines on offer with different products that fulfil specific needs of people and pets: cosmetics, supplements/dietary products, OTC medicines, medical devices, childcare, homeopathic and herbal products, orthopaedic aids, pet products (VET/Pet).

Starting from its year of foundation, the brand began to achieve impressive results that soon turned it into the market leader of the online segment thanks to its successful blend of digital culture and product knowledge, making it an online project that meets all the different demands of modern consumers in terms of both product range and service, through 48-hour delivery and a proactive Customer Service before and after sales.

In addition to a broad range, pro-active customer care and fast delivery, Farmaè’s platform also offers an information service to better guide consumers’ choices. The above is complemented by ongoing cross-channel digital communication activities that put customers at the centre of a flow of information to keep them updated on the best shopping experiences.

The mission at Farmaè is customer satisfaction. Each member of staff is indeed carefully and continuously committed to optimising processes to ensure timeliness, consistency and professionalism at every step of the Customer Journey, in order to make the shopping experience straightforward, streamlined and effective.


People-centricity, transparency, consistency and professionalism have always been the distinctive features of Farmaè, which has been able to evolve over the years while staying true to customer proximity. It is precisely this proximity that has always created value, with increasingly customised offerings and a more dynamic, profound, straightforward and mindful interaction with individual customers. In addition to its strong vocation for innovation and the search for customised services and solutions, Farmaè pays special attention to the wellness and health of its people in the selection of all its products and the execution of all its processes, as well as being particularly mindful of environmental and social sustainability.