Care/of Raises $12 Million

Consumer startup Care/of announced it has secured $12 million in Series A financing. Three investors participated in the round: Goodwater Capital, Tusk Ventures, and RRE Ventures.

Care/of is a New York City-based technology company with a mission to bring honesty, quality, and personalization to vitamin supplements. The company’s first product is vitamins delivered monthly to consumers, personalized to the individual customer’s body, lifestyle, values, and health goals. The company attempts to find high-quality ingredients to improve the potency, bioavailability, and digestibility of vitamins. Care/of fish oil, for example, is made from wild Alaskan salmon that is sustainably harvested from the North Pacific Ocean. According to the company, the natural environment and short lifespan of salmon ensures they are naturally free of pollutants and heavy metals.

Care/of revealed that the new funding enables investment in its personalized fulfillment system, data science capabilities, and expanding team.