Care/of, a company that offers personalized vitamin subscriptions, announced that it will cancel all subscriptions and stop accepting new orders as of Monday, June 17.
The news isn’t completely out of the blue: Care Of previously revealed in a New York State Department of Labor filing that it planned to lay off all 143 employees by July 3 due to a “lack of funds.” The company has now been more specific and clear about the closures, thanking customers in an Instagram post yesterday and saying, “Unfortunately, we no longer have the financial resources to operate as we have in the past.”
The post does not completely close the door on a revival, claiming that “we are actively exploring options for the brand, but nothing definitive is known at this time. We hope to be in a position to share more information soon.”
Founded in 2016 by Craig Elbert and Akash Shah, Care/of recommends personalized vitamin and supplement combinations based on a quiz about customers’ lifestyle and values. The company’s investors include Juxtapose, Goodwater Capital, Tusk Venture Partners, Bullish, and RRE Ventures.
Pharmaceutical giant Bayer acquired a majority stake in Care/of in 2020. Earlier this month, Christine Miller, Bayer’s director of strategic communications, told NutraIngredients that “pausing further investment in Care/of will enable Bayer to more effectively invest in future innovations that help people manage their personalized health.”
