Hold On!

Hold Up

Please select a minimum of three sectors in the menu above.

Got It
  • How is Care/of removing suspicions around supplements?
  • How is Care/of removing suspicions around supplements?
    Jordan Heath (2018) ©

Care/of: adding a dose of transparency to vitamins

Although 76% of Americans take dietary supplements, the efficacy of vitamins in health and beauty regimens is questionable due to poor regulation. With pills and sachets that are tailored to individual needs, Care/of is hoping that transparency will get people taking vitamins more seriously.

Location United States

“The act of taking vitamins is a bit like remembering to floss,” writes Anna Stevenett for Into The Gloss, “often recommended by trusted medical professionals, but questioned by ordinary, everyday people just as frequently.” [1] Whether they’re skeptical of the health benefits or simply unable to keep up with a daily regimen, many people choose not to buy supplements. With packs that are tailored to a person’s specific needs, Care/of is trying to get Americans taking vitamins more seriously, while adding a dose of radical transparency.





  • Article image Qualia: a smart drug made by the crowd

    Nootropics are hailed within the biohacking community for their ability to improve focus, increase productivity, and generally enhance cognitive function. But with the efficacy of smart drugs questionable without clinical trials, how is Qualia from the Neurohacker Collective gaining people’s trust?

  • Article image Why are Americans adopting alternative remedies?

    Wellness brand Goop has come under fire for peddling ‘alternative medicine’ with pseudoscientific claims – yet the backlash had little effect on fans. Amid increasingly unaffordable healthcare and falling pharmaceutical trust, how are unconventional remedies giving people a sense of control?

  • Article image Ritual: ‘clean’ vitamins for the wellness generation

    We can’t get enough of supplements – half of Americans take them regularly – but with little evidence to support their health claims and worries over their contents, people are looking for clarity and transparency. Ritual delivers both, providing a ‘clean label’ vitamin for the wellness movement.

  • Article image Miramix: multivitamins personalised for you

    There’s a pill for every life stage or ailment. Whether it’s iron for anaemia or evening primrose oil for thinning hair. But what if you fancy boosting your immune system by tweaking your vitamin C levels? Miramix allows people to create their own blend of vitamins, but do we really need supplements?