Care/of Announces Closure

Care/of, a leading health technology company known for its personalized vitamin recommendations, has announced that it will be ceasing operations. Whether you’re a loyal customer or just starting your journey, it’s important to understand the market shifts—especially if you’ve ever wondered what happened to Care Of vitamins. This post will give you an in-depth look at the latest developments, industry trends, and practical advice for choosing a new vitamin provider.

Company announcement: Closure and subscription cancellation

In a heartfelt statement, Care/of expressed deep gratitude to its customers for their unwavering support over the years. The company highlighted the rewarding journey they had while helping people live healthier lives through their personalized vitamin packs. Unfortunately, due to financial constraints, Care/of will be canceling all subscriptions effective June 17th and will no longer accept new orders.

"First, we want to thank you for all of your support through the years. We feel lucky to have had a chance to help you live healthier. It has been fun and rewarding. We unfortunately no longer have funding to operate in the way we have been. This means that all subscriptions will be canceled effective June 17th, and we will no longer be accepting new orders."

Exploring future options

Despite the closure, Care/of has indicated that they are actively exploring various options for the future of the brand. While there are no definitive updates at this time, the company remains hopeful about potential opportunities that might arise. These could include a re-launch, acquisition, or another form of business continuity.

"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."

This statement leaves the door open for some possibilities, providing a glimmer of hope to customers and stakeholders who have valued Care/of's approach to personalized health.

Impact on customers

For current subscribers, the immediate concern is the cancellation of their vitamin packs. Care/of has assured customers that all subscriptions will be terminated as of June 17th. Customers with questions regarding their accounts or the transition process are encouraged to reach out to Care/of's customer service at help@takecareof.com.

About Care/of

Care/of has been a big player in the health technology sector, specializing in personalized vitamin recommendations. Their approach involved delivering monthly vitamin packs tailored to each customer's unique body, lifestyle, values, and health goals. This personalized service aimed to simplify the process of maintaining your health, making it more accessible and customized.

Care/of was founded in 2016 by Craig Elbert and Akash Shah with the goal of providing tailored vitamin and supplement options through individualized supplement packs based on a 5-minute health questionnaire.

The company quickly gained traction, raising $46 million in funding within two years. By 2020, Bayer acquired a 70% stake in Care/of for $225 million, integrating it into Bayer’s Consumer Health, North America portfolio.

However, despite Bayer's significant revenue, financial challenges arose, including a decline in earnings and layoffs of 1,500 employees in early 2024 as part of the CEO's new operating plan. Bayer's acquisition of Monsanto in 2018 and the subsequent litigation over Monsanto's product Roundup added financial strain, with $11 billion spent on settlements in 2020 alone.

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Additional insights and financial context

Although the closure document was filed in April and cited "funding loss" as the reason, Bayer, Care/of's parent company, provided additional context. Christin Miller, Bayer's director of strategic communications, stated that "ceasing further investment in Care/of will allow Bayer to better invest in future innovations that help people manage their personal health. This includes investing in our current portfolio of brands to deliver innovation to our consumers and customers."

Care/of customers received an email from co-founder and CEO Craig Elbert announcing the cessation of supplement orders and offering a multi-month purchase at a 40% discount until June 7. Elbert expressed gratitude for customer support and mentioned ongoing negotiations with potential outside parties.

The differentiation argument

In 2021, Care/of established retail relationships with major stores like Target, pricing its supplements competitively. However, experts noted that the company's market expansion may have lacked a clear point of difference. While Care/of's 5-minute survey differentiated it from other brands, more companies are using diagnostic tests for personalized nutrition.

Joshua Anthony, founder and CEO of Nlumn, emphasized that Care/of’s approach of a quick survey appeals to people who prefer less invasive methods. Despite the competition, the personalized nutrition industry continues to grow, driven by the increasing interest in health and wellness among younger generations.

How to choose the right personalized vitamin provider

When you’re considering switching from a well-known brand like Care/of vitamins or looking into new options for your nutritional needs, several factors should guide your decision.

Here’s what to keep in mind:

1. Assess your budget: Determine your monthly or yearly supplement budget. While some providers offer “premium” products at a higher cost, remember that a higher price tag doesn’t always mean higher quality or increased benefits. Compare options based on both price and overall value.
2. Research customer reviews and ratings: Check independent review platforms like Trustpilot and the Better Business Bureau. These sources provide genuine insights into product quality, customer service, and overall satisfaction. Look for recurring trends in feedback—both positive and negative—to get a balanced perspective.
3. Look for transparency in safety and testing: A trustworthy provider will be open about its ingredient sourcing, testing protocols, and quality-control measures. Look for detailed disclosures on the company’s website regarding third-party testing, safety certifications, and any concerns about additives like dyes.
4. Consider the availability of a trial period: A trial or introductory period minimizes risk. It gives you a chance to test the product’s compatibility with your routine, assess the packaging’s convenience, and see if the recommendations truly align with your health goals.
5. Evaluate customer service options: Reliable customer support is essential. Consider providers that offer easy access via phone, email, or live chat. Good customer service ensures that any questions or issues can be quickly resolved.
6. Check subscription flexibility: Review the provider’s subscription policies. It should be easy to cancel, pause, or modify your subscription if your needs change. For instance, if you’re currently using generic CareOf services, comparing them with more flexible alternatives can enhance your overall experience. Also, factor in the reputation of other vitamin subscriptions on the market to ensure you’re choosing a provider that meets your specific requirements.

Recent industry developments

Recent news has shed additional light on the challenges faced by the personalized vitamin industry. According to a report from MoneyFinanceSecuritiesNetwork, Care/of vitamins closing was driven not only by a critical funding loss but also by broader market pressures that forced Bayer to reallocate investments toward emerging health innovations.

Meanwhile, coverage from The Sun highlights the emotional response from loyal customers—many of whom pleaded for the brand to “figure something out” as they expressed shock and disappointment over the abrupt shutdown.

These insights underscore the volatility in the direct-to-consumer wellness market and serve as a reminder for consumers to carefully evaluate alternative vitamin subscriptions that offer long-term stability and robust customer support.

Frequently asked questions (FAQ)

Here are some of the most frequently asked questions about Care/of's closure.

Final thoughts

The closure of Care/of signals a big change in the personalized nutrition market, prompting many to ask what happened to Care/of vitamins. While the Care/of vitamins closing is unsettling for some, it also offers an opportunity to explore alternative providers with flexible vitamin subscriptions that ensure you always take care of vitamins in a personalized way.

If you've relied on CareOf services, staying informed about new options and evolving technology is key to thriving in this dynamic industry and making the best choices for your health.

Sources

• Subscription vitamin firm Care/of is shutting down
• Popular women's vitamin company announces sudden closure over lack of funding as fans beg 'please figure something out' | The US Sun