Subscription vitamin company Care/of is shutting down

Care/of, a company known for its personalized subscription vitamin packs, has announced that it will be discontinuing all subscriptions starting on Monday, June 17. Additionally, the company will no longer be accepting new orders.

This decision follows a previous disclosure by Care/of in a New York Department of Labor filing, stating that all 143 employees would be laid off by July 3 due to a “funding loss.” In a recent Instagram post, Care/of expressed gratitude to its customers and explained, “We unfortunately no longer have funding to operate as we have been.”

Although the post hints at the possibility of a comeback, stating, “We are actively exploring options for the brand but do not have anything definitive to communicate at this time. We hope to be in a place to share more soon.”

Founded in 2016 by Craig Elbert and Akash Shah, Care/of offered a unique approach by having customers take a quiz about their lifestyle and values to receive personalized recommendations for vitamins and supplements. Key investors in the company included Juxtapose, Goodwater Capital, Tusk Venture Partners, Bullish, and RRE Ventures.

In 2020, pharmaceutical giant Bayer acquired a majority stake in Care/of. Bayer’s director of strategic communications, Christin Miller, recently mentioned that “ceasing further investment in Care/of will allow Bayer to better focus on future innovations that help people manage their personalized health.”