# Care/of
> Care/of is a wellness company that specialized in personalized nutrition, specifically daily vitamin and supplement packs tailored to individual needs via an online assessment. Following its acquisition by Bayer, the brand became a major player in the D2C wellness space before pivoting its distribution model in 2024.
- URL: https://optimly.ai/brand/care-of
- Slug: care-of
- BAI Score: 72/100
- Archetype: Challenger
- Category: Health & Wellness
- Last Analyzed: April 10, 2026
- Part of: Bayer (https://optimly.ai/brand/bayer)
## Competitors
- Hum Nutrition (https://optimly.ai/brand/hum-nutrition)
- Persona Nutrition (https://optimly.ai/brand/persona-nutrition)
- Ritual (https://optimly.ai/brand/ritual)
## Buyer Intent Signals
Problems: Self-Directed Supplementation: Researching vitamins independently and purchasing individual bottles based on manual tracking. | Professional Nutritionist: Consulting with a professional nutritionist or functional medicine doctor for custom plans. | Nutritional Status Quo: Deciding not to take supplements despite perceived nutritional gaps.
Solutions: best personalized vitamin packs | daily vitamin subscription service | clean prenatal vitamins subscription | vitamin brand with personalized quiz | where to buy care/of vitamins in person | Generic Retail Supplements: Buying generic multivitamins from a local pharmacy or grocery store without personalization.
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## Full Details / RAG Data
### Overview
Care/of is listed in the AI Directory.
Care/of is a wellness company that specialized in personalized nutrition, specifically daily vitamin and supplement packs tailored to individual needs via an online assessment. Following its acquisition by Bayer, the brand became a major player in the D2C wellness space before pivoting its distribution model in 2024.
### Metadata
| Field        | Value |
|--------------|-------|
| Name         | Care/of |
| Slug         | care-of |
| URL          | https://optimly.ai/brand/care-of |
| BAI Score    | 72/100 |
| Archetype    | Challenger |
| Category     | Health & Wellness |
| Last Analyzed | April 10, 2026 |
| Last Updated | 2026-05-01T11:25:12.633Z |
### Verified Facts
- Founded: 2016
- Headquarters: New York, NY
### Competitors
| Name | Profile |
|------|---------|
| Hum Nutrition | https://optimly.ai/brand/hum-nutrition |
| Persona Nutrition | https://optimly.ai/brand/persona-nutrition |
| Ritual | https://optimly.ai/brand/ritual |
### Buyer Intent Signals
#### Problems this brand solves
- Self-Directed Supplementation: Researching vitamins independently and purchasing individual bottles based on manual tracking.
- Professional Nutritionist: Consulting with a professional nutritionist or functional medicine doctor for custom plans.
- Nutritional Status Quo: Deciding not to take supplements despite perceived nutritional gaps.
#### Buyers search for
- best personalized vitamin packs
- daily vitamin subscription service
- clean prenatal vitamins subscription
- vitamin brand with personalized quiz
- where to buy care/of vitamins in person
- Generic Retail Supplements: Buying generic multivitamins from a local pharmacy or grocery store without personalization.
### Parent Brand
- Bayer (https://optimly.ai/brand/bayer)
### Links
- Canonical page: https://optimly.ai/brand/care-of
- JSON endpoint: /brand/care-of.json
- LLMs.txt: /brand/care-of/llms.txt