Our History

Shortly after the store's launch in 1944, a representative from Standard Homeopathic approached Norman with a box of unusual bottles containing small pellets and tablets, inquiring if he would be interested in retailing them. Luckily, Norman recognized these remedies from his pharmacy studies at the University of Buffalo. With their understanding of these products, Mary and Norman believed their customers would gain from these treatments. They started by dedicating a four-foot shelf to homeopathic remedies, thereby introducing this alternative medicine to the community.

In 1951, the pharmacy ceased the sale of alcoholic drinks and by the 1960s, it also discontinued the sale of tobacco and narcotic substances and certain snacks becoming healthier. In 1967, the Rights of Domain authorized the city to relocate the pharmacy across the street, where the range of homeopathic remedies expanded. As the inventory of remedies grew, the dispensing of prescription medications declined. The Litvaks recognized that while prescription drugs have their role, they are often overprescribed and do not always address the root cause of the health issues or would alleviate the symptoms. They observed that patients of physicians who advocated for less toxic, more natural alternatives experienced improved well-being and vitality. Gradually, the store implemented significant changes. That first change happened in the late 80s when the family decided to pack up all the prescription drugs and say goodbye to the drug sales forever. What led to this decision was an incident that took place with a husband and wife after we filled the prescription. What happened was so devastating we could not longer feel good selling proscriptions.  

Mary and Norman were trailblazers in the pharmacy industry, prioritizing their customers' well-being. They actively listened to their clients, provided thoughtful recommendations, promoted healthier lifestyle changes, and referred them to practitioners of natural medicine. Their eldest son, Don, started assisting in the store on Saturdays, which was the busiest day, attracting customers from as far as San Diego and Santa Barbara. In 1986, after retiring from his role as an Air Traffic Control supervisor, Don joined the family business full-time. He took on the management responsibilities of the pharmacy while simultaneously gaining knowledge about the products and their applications.

As the business expanded, so did the involvement of family members in the family enterprise. In 1988, Don's son, Steven, joined the team full-time after successfully selling a restaurant he had owned and managed for several years. With a keen business acumen and a genuine passion for the industry, he quickly contributed to the enhancement of the store's products and services. Always focused on customer convenience, he implemented a mail order system to reach clients nationwide. Meanwhile, Don's daughter, Debbie, started working part-time while attending college, where she took on customer service responsibilities, assisting phone customers and providing advice on dietary choices.

As the store thrived, it became necessary to enhance customer service with additional staff. In 1989, Kim, Steve's wife, transitioned from her banking career to join the pharmacy full-time. Her exceptional organizational abilities and attention to detail were invaluable. The expansion of the team and the demand for consistency prompted her to create employee manuals and establish training protocols. Recognized as the store's visionaries, Steve and Kim prioritize education. Under the mentorship of Dr. Trevor Cook, they earned their diplomas in homeopathy from the British Institute in 1992. Both Steven and Kim were committed to educating their staff and the community through seminars held at the store.

In 1992, Bob, the other son of Mary and Norman, started working full-time at the pharmacy. Before this, he spent two decades developing programs and services for youth camps and community centers nationwide. His expertise encompassed public relations, personnel management, and a firm conviction that prioritizing customer needs distinguished Santa Monica Homeopathic Pharmacy from its rivals. Bob's children, Dusty and Shira, also contributed to the pharmacy while attending school.

As a family-owned business spanning three generations, we outgrew our original location on 4th Street. The Northridge earthquake in January 1994 presented both a challenge and a motivation to relocate. Over Labor Day weekend, we transitioned to our current site at the intersection of 7th and Broadway, increasing our space from 900 square feet to 1800. Two years later, we further expanded to nearly 3000 square feet. In recognition of his successful promotion of homeopathic remedies, Norman was awarded an honorary degree by the British Institute of Homeopathy in 1992.

Throughout the years, our range of products and services has grown significantly. We now provide not only homeopathic remedies sourced globally but also Western and Chinese herbs, vitamins, minerals, glandulars, and amino acids. Additionally, we offer a diverse selection of engaging books, flavorful teas, aromatherapy products, high-quality skincare items, and distinctive gifts. To better serve our customers, we have expanded our team to include licensed healthcare professionals with expertise in homeopathy, nutrition, Western and Chinese herbs, acupuncture, and chiropractic practices.

Our store has welcomed journalists and media representatives from both local and international publications, along with customers from around the world. We are pleased to share our insights and expertise regarding the advantages of complementary medicine.

Santa Monica Homeopathic Pharmacy has set a benchmark for integrated pharmacies globally. Its achievements stem from various factors, chiefly the values of KNOWLEDGE, CARE, INTEGRITY, and SERVICE that Mary and Norman instilled in their family and staff.

We warmly invite you to visit our pharmacy, engage with our expert staff, and discover what many consider to be one of the most distinctive specialty stores in the country. We eagerly anticipate your visit and wish you continued health and happiness.

We give thanks to our staff:

We have the most skilled staff in the nation.

Knowledge is our greatest attribute.