Care/of, founded in 2016 by CEO Craig Elbert, Akash Shah and Juxtapose, was the first company to offer a full-stack personalized vitamin and supplement experience custom-tailored to an individual's health goals, lifestyle and dietary preferences. Care/of's journey began with the observation that people are overwhelmed by the wide variety of supplements available in store aisles (where it's near impossible to know what's right for them) and confused by trying to suss out the right supplementation fit balancing their nutritional goals and lifestyle. The company's solution was a digital-first, delightful experience that combined an understanding of an individual's unique health needs with monthly delivery of customized boxes of personalized supplements to their door, and kept a steady relationship to help them adhere to healthy habits. Care/of became one of the most followed and respected national nutrition brands, with a full suite of physical products (in addition to personalized vitamin packs, Care/of distributed their high-quality supplements and powders via retail stores like Target), as well as a suite of digital products that were designed to help people track their nutritional goals. In 2022, Care/of was acquired by Bayer. In 2024, the Care/of brand was sunset.
founding CEO
Craig Elbert
Craig partnered with Juxtapose to found Care/of after a transformative founding leadership experience at Bonobos, where he started as the founding Head of Finance and over time led both the financing and marketing functions before the company's acquisition by Walmart. Craig has sat at the juncture of analytical meets creative for over two decades of his career, including stints at Lehman Brothers and Warner Music Group. Craig was motivated to lead Care/of due to his passion for business-building and improving people's lives through better health habits.
