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Care/of stopped accepting new orders and canceled all subscriptions effective June 17, 2024. The company said it no longer had funding to operate as it had; Bayer, its majority owner, said it would stop further investment. Care/of also said it was exploring options for the brand, but had nothing definitive to announce at the time.
What happened to Care/of?
Care/of announced in June 2024 that it would stop taking new orders and cancel all subscriptions effective June 17. It said orders placed before that date should be packed and shipped, but available reporting does not confirm that every order was fulfilled.
Care/of’s closure message, reproduced by BeautyMatter, said: “We unfortunately no longer have funding to operate in the way we have been.” The company added that it was “actively exploring options for the brand” but had nothing definitive to communicate at the time.
Why did Care/of close?
Care/of said it no longer had funding to operate in its previous form. Bayer, which held a majority investment in the company, said it was ceasing further investment. Bayer director of strategic communications Christin Miller said that decision would “allow Bayer to better invest in future innovations that help people manage their personal health,” as quoted by BeautyMatter.
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The public statements establish that Care/of lacked funding and Bayer would not invest further; they do not establish a more detailed cause for the shutdown.
Timeline and reported job cuts
- 2016: Craig Elbert and Akash Shah founded Care/of, according to Bayer’s announcement of its investment.
- November 2020: Bayer announced it had made a majority investment in Care/of.
- June 17, 2024: Care/of’s announced date for ending new orders and canceling subscriptions.
- By July 3, 2024: Contemporary reporting by NutraIngredients-USA, citing a New York state labor notice, said the company planned to wind down and lay off 143 employees. That was a reported plan, not confirmation that every step occurred on that exact date.
What Care/of offered
Care/of used a health questionnaire to recommend vitamins and supplements, then sold them in daily packs. The personalized routine and subscription delivery were central to its service. Bayer’s 2020 announcement describes the company and its founders: Bayer’s Care/of investment announcement.
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Can former customers still use Care/of?
Care/of said subscriptions were canceled effective June 17, 2024, and that it would no longer accept new orders. Its statement anticipated shipping orders placed before then, but the reporting available does not verify fulfillment order by order. It also does not establish a current customer-support channel, a sale or revival of the brand, or who—if anyone—later took ownership of its products or customer records. Do not assume a prior subscription remains active or that the Care/of brand has a successor.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Choosing a replacement service
If you want another personalized vitamin service, compare its recommendation process, supplement range and formats, full recurring cost, cancellation terms, and evidence for product-quality and health claims. A questionnaire-based recommendation is not a substitute for medical advice; check with a qualified clinician or pharmacist about supplements that may interact with medicines or health conditions.
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