Dr. Simi: From a Single Pharmacy to A Healthcare Revolution
The story of the Dr. Simi empire began in 1997 when Victor Gonzalez Torres founded Farmacias Similares in Mexico City. The first pharmacy opened on Antillas Street in the Portales neighborhood.
This location was a warehouse for Laboratorios Best. It offered only eight different medications. The business model was simple but revolutionary: provide generic medicines at affordable prices for the general population. This was a time when generic drugs were not readily available to the public.
Each pharmacy included an adjacent medical consultation office. This feature was a novelty at the time. Independent doctors could use the space for free and send patients back to the counter with a prescription. They offered consultations for up to 60 pesos. The first “doc in a box,” as it came to be known. Now many pharmacy brands have one.
Dr. Simi recently opened its first community kitchen serving up meals for as little as 20 pesos per person.Photo: Carlos Rosado van der Gracht / Yucatán Magazine
The Dr. Simi Cafe and Museum in Mexico city serves up drinks with the image of the companies mascot as well as history and art.Photo: Carlos Rosado van der Gracht / Yucatán Magazine
Over the past few years, Dr. Simi merchandising has exploded, with plushies, key chains, pill boxes and just about anything you could imagine featurince licenced characters including super heroes, firefighters and Mexican icons like El Chavo del 8.Photo: Carlos Rosado van der Gracht / Yucatán Magazine
In parts of Mexico where expats, tourist and digital nomads abound, some Farcias Similares even have signage in English.Photo: Carlos Rosado van der Gracht / Yucatán Magazine
Because of the low cost of insulin at Farmacias Similares, a growing number of American Tourists have been stocking up in Mexico.Photo: Carlos Rosado van der Gracht / Yucatán Magazine
Child friendly attractions called SimiLandia have been popping up arround Mexico, with games, small rides, put put golf courses and morePhoto: Carlos Rosado van der Gracht / Yucatán Magazine
The Creation of an Icon
Company executives felt they needed a recognizable and friendly mascot. This figure would build consumer trust. The company held an illustration contest, and artist Daniel Burgos created the winning design. His first sketch was a simple pencil drawing, butit was enough to win over Gonzalez Torres and became the company logo. The character was inspired by the Mexican actor Joaquin Pardave. Pardave was known for his friendly, talkative characters in the golden age of Mexican cinema. The result Dr. Simi, a smiling older man with a white mustache and a white doctor’s coat. The image was designed to convey trust. It also had a playful, roguish touch.
A Retail Giant and Merchandising Phenomenon
The mascot was just the beginning. Farmacias Similares grew rapidly. The company now has more than 9,000 pharmacies in Mexico. The brand is a major force in the healthcare market. But the Dr. Simi empire extends far beyond medicine. The character has become a merchandising juggernaut.
The most famous products are the “simipeluches.” These stuffed toys were initially promotional items and have become a cultural phenomenon. Fans now toss these personalized dolls to the stage at concerts. This tradition began in 2021 at the Corona Capital festival, when a fan threw a doll to singer Aurora. The tradition quickly became the norm for Mexican audiences. Celebrities like Adele, Lady Gaga, and Harry Styles have received them. Adele has even shown off her large collection. The dolls have helped the brand gain international recognition. This fueled its expansion into other markets.
Dr. Simi Beyond Business, a Social Good
The brand has a strong social mission managed by Fundación Dr. Simi. This foundation is part of Grupo por un País Mejor, a non-profit organization that has existed for over 30 years.
One of its most prominent projects is the community kitchen in the Central de Abasto in Iztapalapa, Mexico City. This is the largest wholesale market in Latin America.
The kitchen opened in May 2023. It offers a complete meal for the equivalent of roughly US$1. The menu changes daily. It includes a main dish, rice or beans, tortillas, a fruit, and a flavored water. The initiative targets vulnerable people such as homeless individuals, truck drivers, and children in the area. For many, this is their only meal of the day. The space is clean and inviting, with colorful murals of the Dr. Simi character.
Other projects show the brand’s creativity. Similandia is an amusement park themed after Dr. Simi. One is in the Gran Sur mall in Mexico City, and the other is in the Cosmopol mall in Coacalco. The company has also launched a veterinary clinic called Simi Pet Care. This provides low-cost care for pets. The brand’s reach is extensive. In Ecatepec, a neighborhood was renamed “Simi colonia.” This was after residents painted a huge mural of the mascot’s face on their houses.
International Expansion
The Dr. Simi empire is no longer limited to Mexico. It has a significant international presence. The company has pharmacies in several Latin American countries. They entered the Chilean market in 2005 and more recently began operations in Colombia. Even more South American locations are in the works.
The company also plans to expand to the United States. They have opened a U.S. headquarters in Austin, Texas. Their strategy is to sell non-pharmaceutical products. This includes vitamins, supplements, and beauty products. They plan to sell these on platforms like Amazon.
They are also in negotiations with CVS for physical retail space. Their target is cities with large Latino populations such as New York, Austin, and Los Angeles. Dr. Simi merchandise shops featuring its iconic dolls have even popped up in Tokyo. There is no denying it: Dr. Simi has become a global brand, but even more remarkably, one with a conscience.
Senior Editor Carlos Rosado van der Gracht, PhD, is a journalist, photographer, and expedition leader. Born in Mérida, Carlos holds degrees from universities in Mexico, Canada, and Norway. Most recently, he earned a doctorate in Heritage Studies in 2026.
