Founded by Craig Elbert in 2016, Care/of takes the guesswork out of feeling better by letting people build custom vitamin routines based on their unique needs. They provide personalized daily vitamin packs and powders (with a connected mobile app for gamified accountability) as well as on-shelf multivitamins and blends. Backed by science, their products include a combination of highly-researched nutrients and traditionally used herbs. By providing honest guidance and better ingredients, they aim to empower people to make the right choices for their health. Bayer acquired Care/of in 2020.