Transparent health

By Rebecca Coleman 04 : 01 : 2017 Care/of : Convenience Culture : Health

US – New health and wellness start-up Care/of is targeting the on-demand vitamins and supplements market with its transparent and tailor-made service.

Care/of employs an advisory board of doctors from Harvard, Northwestern and Tufts universities
The subscription service delivers bespoke supplement and vitamin packages to customers’ doors

Care/of combines the expertise of its digital and retail-focused co-founders Craig Elbert, formerly of e-commerce brand Bonobos, and entrepreneur Akash Shah, with an experienced R&D team and a board of healthcare professionals.

The result is an interactive platform that asks customers a series of questions. An algorithm based on input from doctors and researchers is then used to determine individual wellness needs.

‘We’ve all been overwhelmed walking down the crowded vitamin aisle, seeing a slew of complex ingredients and fine print,’ said Elbert in a recent press release. ‘Honest, personalised guidance can go a long way towards helping someone to do what’s best for their health.’

Perhaps, most importantly for many consumers, is Care/of’s promise that all of its products are sustainably made from high-quality ingredients.

The Big Picture

In a world in which wellness and transparency go hand in hand for many, the supplements sector is becoming increasingly innovative. To find out more, read our Post-pharmacy Brands microtrend.