I love this store! They are honest, have a lot of integrity, their prices are very good, and their product selection is very reasonable. They are also very knowledgeable about their products and make great recommendations (and they aren't into the up-sell). I usually try to buy all my vitamins and nutritional supplements, protein powder, natural foods, and body products (toothpaste, shampoo & conditioner, soap) here. it isn't a fancy high-end boutique store, which is why I like it - I want to buy steak, not sizzle.