# 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.