Subscription vitamin company Care/of is closing

Care/of, a company that offers personalized vitamin packs on a subscription basis, says it will be canceling all subscriptions and no longer accepting new orders from Monday 17 June.

The news does not come completely out of the blue, as Care/of had previously revealed in a New York Department of Labor report submit that it planned to lay off all 143 employees by July 3 due to a “funding loss.” Now the company is more specific and definitive about the closure yesterday a post on Instagram thanking customers and saying, “Unfortunately, we no longer have the financing to operate the way we did.”

The post doesn’t completely close the door on a revival, claiming: “We are actively exploring options for the brand, but have nothing definitive to communicate at this time. We hope to be in a place soon where we can share more.”

Founded in 2016 by Craig Elbert and Akash Shah, Care/of asked customers to complete a quiz about their lifestyle and values, which was used to recommend a personalized blend of vitamins and supplements. Investors included Juxtapose, Goodwater Capital, Tusk Venture Partners, Bullish and RRE Ventures.

Pharmaceutical giant Bayer acquired majority stake in Care/of in 2020. Earlier this month, Bayer’s director of strategic communications Christin Miller said told NutraIngredients that “halting further investments in Care/of will allow Bayer to better invest in future innovations to help people manage their personal health.”