Care/of is a personalized vitamin and supplement brand founded in 2016 by Craig Elbert and Akash Shah, acquired by Bayer in 2020. The brand differentiates itself through a detailed online quiz that evaluates each customer's health goals, dietary habits, and lifestyle to recommend a customized daily vitamin pack. Each recommended supplement is backed by scientific research, with the brand providing a transparency card that explains the evidence behind every recommendation.
The Care/of website and app offer personalized daily vitamin packs delivered monthly, along with individual supplements, protein powders, and collagen products. The brand sources premium ingredients from around the world, including high-quality fish oil from Norway, ashwagandha from India, and probiotics with clinically studied strains. Each daily pack arrives in individually wrapped, compostable packets personalized with the customer's name. Care/of has invested in clinical research on its own products and publishes a scientifically curious content hub with evidence-based health information.