Subscription Vitamin Company Care/of to Close Operations


Care/of, a personalized vitamin pack subscription service, has announced that it will be canceling all subscriptions as of June 17 and will no longer be accepting new orders. This decision comes after the company previously disclosed plans to lay off its 143 employees by July 3 due to a “funding loss” in a New York Department of Labor filing. The company’s Instagram post yesterday confirmed the closure, stating that it “unfortunately no longer has funding to operate in the way we have been.”

Although the post does not rule out the possibility of a revival, it notes that the company is “actively exploring options for the brand” but does not have any definitive plans to share at this time. Care/of was founded in 2016 by Craig Elbert and Akash Shah and used a quiz-based approach to recommend personalized vitamin and supplement mixes to customers. The company had received investment from several firms, including Juxtapose, Goodwater Capital, Tusk Venture Partners, Bullish, and RRE Ventures.

In 2020, pharmaceutical giant Bayer acquired a majority stake in Care/of. Earlier this month, Bayer’s director of strategic communications, Christin Miller, stated that the company’s decision to cease investment in Care/of will allow it to focus on future innovations that help people manage their personalized health.

Anthony Ha
Anthony Ha
Weekend Editor. Previously, Anthony worked as a tech writer at Adweek, a senior editor at the tech blog VentureBeat, a local government reporter at the Hollister Free Lance, and vice president of content at a venture capital firm. He lives in New York City.

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