Care/of to Cancel All Subscriptions and Halt New Orders Amid Funding Loss

Care/of to cancel all subscriptions by Monday June 17 and stop accepting new orders due to funding issues

Care/of, a company known for personalized subscription vitamin packs, announced it will cancel all subscriptions as of Monday, June 17, and will stop accepting new orders.

This development follows a prior disclosure in a New York Department of Labor filing, where Care/of revealed plans to lay off all 143 employees by July 3 due to a “funding loss.” In an Instagram post yesterday, the company expressed gratitude to customers, stating, “We unfortunately no longer have funding to operate in the way we have been.”

While the company hinted at potential future options, saying, “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,” it did not provide concrete details.

Care/of, founded in 2016 by Craig Elbert and Akash Shah, used a lifestyle and values quiz to recommend personalized vitamin and supplement packs. The company had raised $46 million from investors such as Juxtapose, Goodwater Capital, Tusk Venture Partners, Bullish, and RRE Ventures.

In 2020, pharmaceutical giant Bayer acquired a 70% stake in Care/of in a deal valued at approximately $225 million. Earlier this month, Bayer’s director of strategic communications, Christin Miller, told NutraIngredients that “ceasing further investment in Care/of will allow Bayer to better invest in future innovations to help people manage their personalized health.”