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Why Craig Elbert Built The Mecca For Personalized Vitamins Care/of

20 Minute Fitness Episode #92

This week we are lucky enough to have someone on the show, who basically pioneered one of the biggest trends in today’s health & wellness world: personalized vitamins. Craig Elbert, a double Ivy League graduate, has co-founded Care/of, the first personalized vitamin company in 2016 and has changed the way we all think about vitamins and supplements. 

In less than 4 years, Care/of has grown into a worldwide known brand with millions of customers. Listen on to hear about Craig’s story, why he decided to found Care/of and their overall mission that goes way beyond vitamins!

Three Things You Will Learn

1) Why Care/of Was Born

Traditionally the thought of buying vitamins and supplements was nothing fun or pleasant. It was more of a miserable experience of walking into a store and grabbing something off the shelf with no idea whether it would work or not.

This is exactly how Craig felt about vitamin shopping as well, until one day he realized that he could actually change this. Craig figured that the vitamins & supplements industry is perfect for e-commercialization and that he could apply his knowledge in user experience design to create something much better. Which is exactly what he did by building Care/of

As an online direct to consumer vitamin & supplement brand, Care/of has revolutionized our perception of the industry. Out of something awful, Care/of created an easy, convenient and highly personalized experience. All you have to do is go to the Care/of website, fill out their short quiz, pick and choose from their recommended vitamins and supplements and wait for it to arrive at your doorstep every month. 

From this week’s episode, you can learn more about the Care/of experience and how they personalize every users’ vitamin pack. Press play now!

2) How Care/of Fixes A Broken Industry

The vitamin and supplement industry has always been quite self-regulating. Meaning that vitamins don’t have to go through FDA approval to get on the shelves. Which, unfortunately, leads to companies cutting corners here and there and not being transparent with their customers. 

Care/of has decided to take a different approach. Their local supply chain team have decades of experience and connections all over the world. They source their ingredients globally, aiming for nothing but the best quality. These ingredients are then shipped to their US manufacturing plants, where they go through several rounds of testing, which is crucial in the process. 

On the transparency side, Craig highlighted the importance of being honest about the level of research behind each ingredient. While other companies might be shady on this end, Care/of will tell you black and white weather that given supplement is backed by strong consensus research or only supported by emerging studies. And if you’re interested, you can even read the research papers of all vitamins on your recommended list. 

Listen to the interview with Craig to learn more about Care/of‘s vitamin “menu” and where they source their ingredients from!

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3) The Evolution Of Care/of

Craig and his Co-Founder started Care/of as a simple online vitamin company, but it quickly turned out that it will grow into something much bigger. The Care/of team knows that vitamins and supplements are just a piece of the healthy living puzzle. And as they’re putting the customer at the heart of the company, they decided to provide support on other fronts as well. 

Besides selling their products and educating their customers about vitamins and supplements, Care/of also creates content around other aspects of health & wellness. Their ultimate goal is to build an ecosystem where their consumers can get continuous preventive health guidance. Including topics around nutrition, fitness and the science of habit building. 

Tune in to hear all about the Care/of initiatives and how they are planning to perfect their services in the future!


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Lilla Laczo

Lilla is a content writer and community manager at Shape.

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