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.
Head of Product, Co-founder
because a vegetarian diet isn't so much about the B-12
because Ashwagandha + hip-hop is the ultimate way to de-stress
because his dad, a doctor, emphasizes healthy bones
because reimagining personal health requires brainpower
because his 1-year-old son requires him to have lots of energy
because, as an Iowan (repping Des Moines), he doesn't much like fish
because launching a company requires stress & sleep management
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.
C/O New York
We're headquartered in New York in one of our favorite neighborhoods. Common group hangs include jaunts to a local neighborhood bar, hearty debates over sitting desks vs standing desks, and official business meetings with our once-a-week office dog, Shima.
Vermont is home to our Research & Development team and our Supply Chain team. It's R&D with a view – they regularly send photos of beautiful Vermont and of their latest hikes.