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.
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.
Akash Shah
Head of Product, Co-founder
B-12
because a vegetarian diet isn't so much about the B-12
Ashwagandha
because Ashwagandha + hip-hop is the ultimate way to de-stress
Calcium Plus
because his dad, a doctor, emphasizes healthy bones
Veggie Omega
because reimagining personal health requires brainpower
Craig Elbert
CEO, Co-founder
Rhodiola
because his 1-year-old son requires him to have lots of energy
Fish Oil
because, as an Iowan (repping Des Moines), he doesn't much like fish
Magnesium
because launching a company requires stress & sleep management
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.
New York
Vermont
A few fun facts
Our daily vitamin packs range from
2 – 14
(Yep, Sheila has 14…)
Our favorite ways to de-stress:
Work out
62%
Meditate
16%
Happy hour
15%
Gardening
7%The ones we take care of
32 plants
6 cats
3 kids & a baby
1 dog
Our top health goals
More energy (!)
39%
Less stress
29%
Healthy heart
18%
