Personalized vitamins delivered to your door

- Vitamins are part of a $40 billion market with a miserable experience. That’s the thinking behind Care/of , a direct to consumer vitamins and supplements company that Craig Elbert and Akash Shah are building in New York City.

Craig says it all started when he went to go and purchase some vitamins on his own. His wife was pregnant and taking prenatals. Craig’s doctor had told him he was Vitamin D deficient. But when Craig walked into the aisle to buy some vitamins, he says it was an overwhelming mess.

Care/of tries to make that experience simpler by creating personalized daily vitamin packs based on a customer quiz. Head to their website, share some information about your goals, diet, lifestyle, and values and Care/of will recommend what might be right for you.

Based on that advice, you build a daily pack. Care/of send 30 personalized packs each month, based on your needs, in a way that they hope is easier, more convenient, and some fun too. Their scientific advisory board includes doctors and health experts from Tufts and Harvard to make sure that there’s credibility behind what they’re recommending. Their ingredients are from some of the best sources in the world like fish oil from wild Alaskan Salmon that’s sustainably sourced, magnesium from Irish sea water, and calcium from red algae in the Icelandic Ocean.

Added bonus? Their monthly prices are 10-15% percent lower than the competition because they’ve cut out the middle man. Craig and Akash say a monthly supply of vitamin packs costs between $20 and $50 depending on what a person takes. The average customer spends around $35.

They’ve also added new Quick Sticks for a healthy boost on the go, that cost $5 for 5. Plus there’s a Care/of app that reminds you to take your vitamins and offers loyalty discounts when you do. Craig says over a million people have taken the Care/of quiz so far.

They’re doubling the business every few months by adding tens of thousands of customers monthly. It’s a lot of momentum and, they say, a lot of fun.

Their goal is to keep it up and Akash says, build the most impactful health and well ness brand of their generation

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