Vitamins Brand Care/of Raises $29M in Series B Funding

c/oCare/of, a NYC-based wellness brand, raised $29m in Series B funding.

The round was led by Goldman Sachs Investment Partners with participation from existing investors Goodwater Capital, Juxtapose, RRE Ventures, and Tusk Ventures, along with Beth Kaplan, the former President of GNC, and Doug Hudson, former CEO of the Smile Direct Club. In conjunction with the funding, Ms. Kaplan will also join the Care/of Board of Directors.

The company intends to use the funds to grow beyond its core vitamin offering towards a broader vision of a personalized and holistic health and wellness experience.

Launched in November 2016 by Craig Elbert, CEO, Care/of offers a personalized approach to consumers shopping for vitamins via a platform that recommends a specific mix of vitamins, minerals, probiotics, and specialty supplements tailored to each user’s individual health goals, lifestyle and values.
To build each pack, users answer a set of questions about their lifestyle, diet, routines, health history and future goals, and the company delivers a monthly box of specifically tailored packs directly to customers’ doors.



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