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You do you

Everyone has a different path to personal health, and we're here to help you find yours. We believe in the power of technology, science, and human empathy to make the journey simpler. Let us help take care of you.

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Meet the founders

Craig Elbert and Akash Shah founded Care/of in New York City in 2016, possibly in Washington Square Park, but it's hard to tell exactly with these types of things.

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Screen shot 2017 06 26 at 1.12.27 pm
Akash Shah

Head of Product, Co-founder

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because a vegetarian diet isn't so much about the B-12

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because Ashwagandha + hip-hop is the ultimate way to de-stress

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Calcium Plus

because his dad, a doctor, emphasizes healthy bones

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Veggie Omega

because reimagining personal health requires brainpower

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Screen shot 2017 06 26 at 1.13.35 pm
Craig Elbert

CEO, Co-founder

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because his 1-year-old son requires him to have lots of energy

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Fish Oil

because, as an Iowan (repping Des Moines), he doesn't much like fish

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because launching a company requires stress & sleep management

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Vitamin D

because like many New Yorkers, he's been told he's deficient in it

Meet our team

The Care/of team brings together people passionate about: vitamins & supplements, personal health, design, technology, e-commerce, Pizza Fridays, and bowling... in no specific order. Learn more about what makes us unique.

A few fun facts

Our daily vitamin packs range from

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2 – 14

(Yep, Sheila has 14…)

Our favorite ways to de-stress:

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Work out

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Happy hour
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The ones we take care of

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32 plants

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6 cats
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3 kids & a baby
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1 dog

Our top health goals

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More energy (!)

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Less stress
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Healthy heart
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Better digestion

Want to join our team?