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The Startup Taking On the $37 Billion Vitamin Industry


Eats+Drinks By Photo by Care/of
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You and your neighbor might live on the same block, shop at the same farmers market, watch Survivor on Wednesdays. But you’re different people, with different bodies and different needs. Your neighbor has a heart condition; you don’t. So why would you both take the same multivitamins?

Meet Care/of, a new company, founded by Craig Elbert and Akash Shah, that specializes in bespoke supplements catered to the individual. New users are led through an online questionnaire that covers their history, diet, lifestyle and health goals. The answers are then run through an algorithm that measures them against years of peer-reviewed research, resulting in a unique cocktail of vitamins, minerals, herbals and probiotics, shipped right to your door, all about $1 to $2 a day.

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