What Happened to the Personalized Vitamin Company Care/of?
Founded in 2016, Care/of gained significant traction by offering personalized vitamin and supplement packs based on a customer's health quiz results. The company was eventually acquired by Bayer in 2020 for a reported $225 million, signaling a major endorsement from a large pharmaceutical corporation. However, despite this backing and an expansion into major retailers like Target and Amazon, the company announced its closure just four years later, in June 2024. A memo on the company website at the time revealed that funding had run out, which prompted the cancellation of all subscriptions and a layoff of its 143 Brooklyn-based employees.
The Rise and Fall of Personalized Vitamin Subscriptions
Care/of's business model flourished during the COVID-19 pandemic, as many consumers became more health-conscious and turned to supplements. However, after the pandemic, market trends shifted, with consumer interest in supplement regimens declining. Experts also point to other contributing factors, such as potential missteps in the company's move into brick-and-mortar retail, where its personalized niche became harder to distinguish from competitors. Ultimately, the venture-backed world of direct-to-consumer businesses proved volatile for Care/of, despite its initial success and large acquisition.
Why did Care/of fail despite market expansion?
Several factors likely contributed to Care/of's shutdown. While its foray into retail seemed like a logical step for growth, it may have diluted the brand's core selling point of personalized, direct-to-consumer service. In a physical store, the brand's unique questionnaire and customized packaging were lost, making it just another vitamin brand on the shelf. This move also introduced significant new operational costs. Furthermore, with the post-pandemic decline in general supplement interest, and a marketplace crowded with subscription competitors, Care/of was unable to sustain its business model.
Popular Alternatives for Personalized Vitamins
For those who relied on Care/of's subscription service, many competitors have stepped in to fill the void. These services offer various personalization options, from online quizzes to blood and DNA tests, to help customers find suitable supplements.
Here are some of the most popular Care/of alternatives in 2025:
- Ritual: Known for its transparent approach, Ritual formulates its products based on age and gender. It offers multivitamins, protein powders, and a synbiotic supplement, with all products being third-party tested and some holding additional certifications.
- Rootine: This company offers a highly personalized experience, using results from a lifestyle quiz, blood, and DNA tests to create custom multivitamin packs.
- HUM Nutrition: Similar to Care/of, HUM uses a personalized quiz and offers a wider range of supplements tailored to different wellness goals. A unique benefit is access to a registered dietitian for personalized advice.
- Persona: This service provides personalized recommendations via a quiz and offers a wide variety of vitamins, herbs, and supplements. It also includes access to a nutritionist for additional guidance.
- VitaFive: For those who prefer gummies over pills, VitaFive offers a subscription service for gummy vitamins and supplements. The brand provides vegetarian and pectin-based options.
Comparing Popular Personalized Vitamin Services
| Feature | Ritual | Rootine | HUM Nutrition | Persona | VitaFive |
|---|---|---|---|---|---|
| Personalization Method | Age/Gender | Quiz, DNA & Blood Test | Quiz + Dietitian | Quiz + Nutritionist | Gummy Packs |
| Subscription Cost | Varies ($30–$40/month) | Fixed ($69/quarter) | Varies ($10–$60/month) | Varies ($10–$60/month) | Varies |
| Product Types | Multi, Protein, Synbiotic | Multi | Multi, Single Nutrients, Probiotics | Multi, Herbs, Probiotics | Gummy Vitamins |
| Third-Party Testing | Yes (Certified) | Yes | Yes | No | Yes |
| Best For | Transparent, simple options | Data-driven personalization | Comprehensive range + expert advice | Wide variety + expert advice | Gummy preference |
Is Personalized Supplementation Still a Relevant Trend?
Despite Care/of's closure, the personalized nutrition trend remains strong, with a market projected to grow significantly in the coming years. However, the landscape has evolved, with an increased focus on transparency, deeper personalization, and proven effectiveness. Companies are moving beyond simple quizzes, incorporating blood and DNA testing to provide more scientifically grounded recommendations. Consumers are also more discerning, valuing third-party certifications and expert oversight to ensure product safety and quality. While the convenience of daily packs is still a draw, the business model must now deliver more than just a slick brand and convenient packaging to succeed. The emphasis has shifted toward genuine, data-backed wellness. For a comprehensive look at the market's current leaders, one resource is My Subscription Addiction, which periodically reviews top vitamin subscription services. You can read their latest recommendations at https://www.mysubscriptionaddiction.com/best-subscription-boxes/best-vitamin-supplement-subscriptions.
Conclusion: The End of an Era for Care/of
So, is Care/of still a thing? The simple answer is no. As of June 2024, the company officially ceased operations due to funding issues, leaving a space in the personalized vitamin market. This development, however, does not signal the end of the personalized nutrition trend. Instead, it highlights the competitive nature of the industry and the need for companies to evolve beyond basic quiz-based recommendations. For those seeking a new subscription, numerous alternatives offer varying degrees of personalization, from simple, transparent formulas to advanced, data-driven wellness plans. Choosing the right service now depends on your specific needs, budget, and desired level of scientific rigor, with many strong options ready to replace the convenience Care/of once provided.
Why Is Care Of No Longer Operating?
Care/of stopped operating in June 2024 because it ran out of funding, leading to the cancellation of all customer subscriptions.
What are some good alternatives to Care/of?
Top alternatives include Ritual (age/gender-based), Rootine (DNA/blood test-based), HUM Nutrition, and Persona (both use quizzes with expert access), and VitaFive (for gummies).
Are personalized vitamin subscriptions still popular in 2025?
Yes, personalized vitamin subscriptions remain popular, but the market is shifting towards more scientifically advanced methods, like blood and DNA testing, to provide more accurate recommendations.
Did a larger company buy Care/of before it closed?
Yes, Care/of was acquired by pharmaceutical giant Bayer in 2020 for a reported $225 million, but Bayer closed the subsidiary in 2024.
Was the personalized quiz approach problematic for Care/of?
While initially popular, the quiz approach was not as scientifically rigorous as newer market entrants using blood and DNA tests, potentially affecting customer perception and efficacy over time.
Can I still find Care/of products in stores like Target?
No. Following the company's shutdown in June 2024, its products were discontinued everywhere, including its prior retail partners.
Did Care/of's expansion into retail contribute to its downfall?
Some market analysts suggest that the move into retail diluted Care/of's unique personalized brand identity and added significant costs, contributing to its eventual closure.
