Next gen vitamin and supplement companies offer customization

The global dietary supplements market was valued at $133 billion in 2016 and is expected to reach $220 billion by 2022. Ripe for disruption, the market has recently seen a shakeup from outsiders that emphasize visually appealing packaging and better branding. The latest are going a step further, offering customization based on each consumer’s unique set of needs.


Direct-to-consumer nutrition and wellness company Care/of helps people build a personalized daily vitamin pack that’s delivered to their doorstep. The company prioritizes transparency in regards to its sourcing practices and scientific research, promising top-quality ingredients and expertise from advisors at Harvard School of Public Health and Tufts Human Nutrition Center on Aging. In addition to vitamins, Care/of offers a range of minerals, herbs, probiotics, and specialty products like astaxanthin and digestive enzymes. The brand is backed by Juxtapose, a holding company and fund that builds high-growth technology businesses in partnership with experienced entrepreneurs.


With names like Pimp my Calcium, Ripped Rooster and Moody Bird, the Hum line of products packs a playfulness not typically found in the vitamin and supplement space. The company takes a customized approach to wellness by using an online questionnaire to develop a personal vitamin and supplement profile for clients. A registered dietitian reviews the individual’s data and sends nutrient recommendations based on their unique profile. 60 soft gels cost around $30, but the company offers up to 25% off when three or more products are ordered.


The latest venture in Gwyneth Paltrow’s empire is goop wellness, a luxury range of vitamin and supplements designed to address the needs of women that four goop-approved doctors see in their practices each day. Products include “Why am I so effing tired” for the fatigued, “The Mother Load” for pregnant women and new mothers, and “High School Genes” for women who feel like their metabolism may be slowing down. In true goop form, products fall on the higher end of the price range, costing around $90 for a one-month supply.