Ester has been at the helm of Farmacia Okondo for 12 years, and during this time she has developed a strong specialization in aromatherapy. Long before social media became a regular part of her daily life, she was already giving workshops to introduce the use of essential oils from a pharmaceutical perspective. Over the years, she has conducted more than 30 in-person training sessions, as well as several online workshops. “I’ve always liked explaining things so that people understand what they are using. In the pharmacy, it’s not just about recommending a product, but also about explaining how to use it correctly and what precautions to take,” she points out.
The move into the digital realm was gradual. Farmacia Okondo had already created a small community on Facebook when, during the pandemic, one of the videos Ester posted on Instagram achieved much greater reach than usual. That experience showed that many of the explanations she had previously shared mainly with those who visited the pharmacy could also interest people hundreds of miles away. Instagram was the first channel to consolidate, and a few years later, TikTok also began to gain prominence.
Currently, Farmacia Okondo has over 25,000 followers across both platforms, and its most-watched content has reached 1.6 million views. Beyond the numbers, one of the elements that has helped build a unique identity has been precisely its specialization. The phrase that currently accompanies Ester's profile summarizes this focus: “Aromatherapy with pharmaceutical criteria”.
In a digital environment where health and wellness advice circulates rapidly, Ester seeks to emphasize the professional context, responsible use, and precautions. “Social media allows any advice to reach a vast audience. That's why it's also important to explain the limitations, when something should not be used, and when it's best to consult a professional,” she explains. Although aromatherapy is central, her content also covers common health and wellness issues and everyday questions that arise in a pharmacy.
Social media has also begun to break down the pharmacy's geographical barrier. People from different parts of Spain discover Farmacia Okondo through Instagram or TikTok, contact Ester, and in some cases, place orders from other provinces. It still represents a limited part of the establishment's activity, but it opens up a new scenario for a pharmacy located in a small town. The pharmacy remains local, but its community is no longer confined to the local area. After 12 years of experience, dozens of workshops, and a growing digital community, the goal now is to continue expanding that reach without losing the personal touch of the counter.
