Care/of, a year-old, New York-based company that makes subscription-only vitamin supplements that it says are tailored specifically to users’ needs, has raised $12 million in Series A funding to get more of its pill packs on users’ welcome mats.
Goodwater Capital led the round, with participation from Tusk Ventures, RRE Ventures, the co-founders of the prototyping tools company InVision and earlier investor Juxtapose.
Whether customers need customized vitamins is an open question, but Care/of now has 70 full- time employees, including 20 at its headquarters and another 50 at its fulfillment center in New Jersey. Collectively, its team is working on engineering, design, marketing, supply chain stuff and, of course, R&D. In fact, the company claims there are more than one million combinations it can make with its currently 30 available ingredients, and that 85 percent of customers receive some unique supplements made just for them.
Customers also can order at least 30 more standardized products, including vitamins, probiotics, specialty supplements and a recently launched prenatal vitamin.
Care/of says it has a pipeline of new products, including vitamins, supplements and other wellness products coming, too.
It’s an interesting strategy, and quite the opposite of another vitamin company that we’ve covered before, Olly, which, like Care/of, thinks more about the design of its packaging than vitamin makers have historically, but that shares little else…