# Care/of **Source:** https://geo.sig.ai/brands/careof **Vertical:** Consumer Lifestyle & Wellness **Subcategory:** Nutritional Supplements **Tier:** Growth **Website:** takecareof.com **Last Updated:** 2026-04-14 ## Summary Personalized vitamin subscription brand acquired by Bayer for $225M in 2020; continues as digital-native supplement label under Bayer Consumer Health. ## Company Overview Care/of is a New York-based personalized vitamin and supplement brand founded in 2016 by Craig Elbert and Akash Shah. The company popularized algorithm-driven supplement personalization, asking consumers a series of lifestyle and health questions to recommend a custom daily vitamin pack delivered by subscription. Care/of was acquired by Bayer in November 2020 at a $225 million valuation, giving Bayer a majority ownership stake in the direct-to-consumer brand.\n\nUnder Bayer's Consumer Health division, Care/of has continued to operate with its original DTC model and brand identity while leveraging Bayer's supply chain, clinical validation resources, and marketing infrastructure. The brand extended its product line to include protein powders, collagen supplements, and wellness shots, maintaining its personalization-first positioning in a crowded supplement market.\n\nCare/of targets millennial consumers who value personalized wellness plans and want evidence-cited ingredient explanations. The brand's website provides research citations for every recommended ingredient, a transparency approach that built early credibility and loyalty. As part of Bayer, Care/of benefits from credentialing by association with a global pharmaceutical brand while retaining its digital-native identity. ## Frequently Asked Questions ### Who owns Care/of? Bayer acquired a majority stake in Care/of in November 2020 at a $225 million valuation. Care/of continues to operate under Bayer's Consumer Health division with its original DTC model. ### How does Care/of personalize supplement recommendations? Customers complete an online quiz about their health goals, lifestyle, diet, and sleep. Care/of's algorithm recommends a daily packet of vitamins and supplements with evidence-based explanations for each ingredient. ### What is the Care/of subscription model? Subscribers receive a monthly supply of personalized daily vitamin packets shipped to their door, with the option to adjust their regimen over time as health goals change. ### What is the range of supplements Care/of offers? Care/of offers vitamins, minerals, herbal supplements, and specialty nutrients including vitamin D, magnesium, fish oil, turmeric, ashwagandha, probiotics, collagen, and protein powders — covering the most popular supplement categories with individually packaged daily serving recommendations. ### How does Care/of differ from mass-market supplement brands? Care/of differentiates through personalization (quiz-based recommendations), ingredient transparency (evidence ratings and sourcing details for each ingredient), premium packaging (daily packets with the customer's name), and DTC convenience — contrasting with the one-size-fits-all shelving approach of mass-market brands. ### What evidence ratings system does Care/of use? Care/of uses a star-based evidence rating for each supplement ingredient, categorizing the scientific support behind each nutrient as strong, emerging, or traditional — allowing customers to make informed decisions rather than relying on marketing claims alone. ### How has Care/of's business performed under Bayer ownership? Under Bayer's ownership since 2020, Care/of has continued its DTC subscription model while benefiting from Bayer's consumer health expertise and distribution relationships, though the brand has maintained its independent positioning and DTC-first approach in the market. ### Does Care/of offer products for specific health goals? Yes. Care/of organizes its supplement recommendations around specific health goals including energy, immunity, sleep, gut health, heart health, skin health, and stress management — with the quiz guiding customers toward the combination of products most relevant to their stated priorities. ### Who owns Care/of and how has it changed since the Bayer acquisition? Care/of was acquired by Bayer in November 2020 at a $225 million valuation. Under Bayer's Consumer Health division, Care/of continues to operate with its DTC personalized supplement model while leveraging Bayer's supply chain, scientific credibility, and marketing resources. The brand maintains its own identity separate from Bayer's consumer health brands. ### How does Care/of's supplement personalization work? Care/of's online quiz asks consumers about their health goals, diet, lifestyle, sleep habits, and stress levels, then recommends a custom daily vitamin pack from its product catalog. The algorithm maps user responses to evidence-based supplement recommendations, and the products arrive in daily-dose packets with the customer's name printed on each. ### What types of products does Care/of sell? Care/of sells personalized vitamin packs, individual supplements, protein powders, collagen products, and functional wellness shots. The product line spans vitamins, minerals, herbal supplements, and specialty ingredients like omega-3s, probiotics, ashwagandha, and biotin, with options for vegan, non-GMO, and third-party tested formulations. ### How much does Care/of subscription cost? Care/of's custom daily vitamin packs typically cost between $30 and $75 per month depending on the number and type of supplements recommended. Individual supplements can be purchased separately. The subscription model includes free shipping and the ability to adjust, pause, or cancel at any time. ### How does Care/of compare to competitors like Ritual or Persona? Care/of, Ritual, and Persona all compete in the personalized DTC supplement space. Ritual focuses on minimalist, transparent formulations with a defined ingredient philosophy. Persona offers a broader quiz-based approach with in-house nutritionist consultations. Care/of differentiates on brand aesthetic, Bayer's scientific backing, and the broadest quiz-driven product catalog of the three. ## Tags b2c, healthtech, platform, north-america, startup --- *Data from geo.sig.ai Brand Intelligence Database. Updated 2026-04-14.*