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Corporation
INTERNET | eCommerce / Pharmacies
takecareof.com

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Founded Year

2016

Stage

Corporate Majority | Acquired

Total Raised

$84.67M

Valuation

$0000 

About Care/of

Care/of is an online retailer that offers a monthly subscription of personalized vitamins.On August 27, 2020, Bayer acquired a majority stake of Care/of for $225 million.

Care/of Headquarter Location

9 Great Jones Street #4

New York, New York, 10012,

United States

877-227-3631

Latest Care/of News

Vitamin Line Launches Care/of Target

May 5, 2021

Associate Editor, Path to Purchase Institute Continuing its strategy of giving digital native brands an in-store presence, Target is exclusively stocking a new vitamin line from direct-to-consumer brand Care/of. The new Care/of line rolled out to Target stores and target.com on March 28, encompassing three multivitamins (for men, women and a prenatal vitamin) and five "benefit-led" supplement blends to help with sleep, immunity, relaxation, energy or focus. The collection is designed to work as a "mix and match system" to help shoppers build a custom vitamin routine based on what's important to them, according to a media release from the brand. All items are certified C.L.E.A.N. (Conscious, Live, Ethical, Active and Nourishing), vegan or vegetarian, gluten- and sugar-free, and priced at $14.99 (with the exception of the prenatal vitamin, which costs $18.99). In stores, shelf blockers positioned alongside the SKUs within the aisles spotlight the mix and match system by communicating shoppers should "start with a multivitamin" and then add personalized vitamins and supplements to "reach your health goals." Multiple email blasts and social media updates from Care/of, an April 25 email from Target and a promotional page within target.com and the brand's DTC site (takecareof.com) support. Founded by Craig Elbert and Akash Shah in New York in 2016, Care/of is a personalized DTC nutrition company, which Bayer acquired a majority stake of in 2020. The company centers on a personalized questionnaire on takecareof.com that taps knowledge from scientists, nutritionists and millions of quiz takers to create nuanced recommendations of Care/of vitamins, protein and collagen items for shoppers based on their lifestyles and health goals. The Care/of line at Target was created based on insights learned from the six million people who have taken Care/of’s quiz over the past four years and marks the brand's first foray into the retail market. "We're thrilled to collaborate with Target in bringing Care/of's honest guidance to the vitamin aisle," said Craig Elbert, Care/of chief executive officer and cofounder, in the release. "In the past, navigating the vitamin aisle could often be confusing or intimidating. With the Care/of launch in Target, we've made it easier to find the vitamins that actually work for you." Target is no stranger to working with digital-native brands to give them an in-store presence, most recently working with DTC brands Function of Beauty and Grove Collaborative.

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Expert Collections containing Care/of

Expert Collections are analyst-curated lists that highlight the companies you need to know in the most important technology spaces.

Care/of is included in 6 Expert Collections, including E-Commerce.

E

E-Commerce

8,471 items

E

E-Commerce Subscription

349 items

V

Vitamin & Supplement Startups

623 items

W

Wellness Tech

1,203 items

We define wellness tech as companies developing technology to help consumers improve their physical, mental, and social well-being. Companies in this collection play across a wide range of categories, including food and beverage, fitness, personal care, and corporate wellness.

S

Self Care & Health

851 items

These startups aim to provide health treatments, diagnosis tools, and products that do not require a prescription or connection with a health professional to enhance personal wellbeing. This includes supplements, women's health maintenance, OTC medicines, and more.

D

Digital Health

10,290 items

Companies using/incorporating digital tech into health, wellness, and life science offerings. Includes cos operating within the hc, consumer health, and life science industries + tech vendors catering to them. Excludes cos exclusively focused on fitness/sports & performance

Care/of Patents

Care/of has filed 2 patents.

The 3 most popular patent topics include:

  • Graphical projections
  • Honeycombs (geometry)
  • Light machine guns
patents chart

Application Date

Grant Date

Title

Related Topics

Status

4/30/2018

3/17/2020

Technical drawing, Graphical projections, Roadsters, Light machine guns, Honeycombs (geometry)

Grant

00/00/0000

00/00/0000

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Application Date

4/30/2018

00/00/0000

Grant Date

3/17/2020

00/00/0000

Title

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Related Topics

Technical drawing, Graphical projections, Roadsters, Light machine guns, Honeycombs (geometry)

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Status

Grant

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Care/of Web Traffic

Rank
Page Views per User (PVPU)
Page Views per Million (PVPM)
Reach per Million (RPM)
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Care/of Rank

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