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This Vitamin Startup Is Delivering Its New Product Directly to Consumers in NYC

Care/of thinks it can still stand out in a crowded market

Care/of's new Quick Sticks target five different health categories, like sleep and immunity. Care/of
Headshot of Ann-Marie Alcántara
By Ann-Marie Alcántara

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Despite GNC, the vitamin-shop giant, announcing the closure of about 200 stores this year, vitamins and supplements are still a thriving market for at least one direct-to-consumer brand that’s releasing a new product today.

Care/of, which was founded in 2016, is a monthly subscription box of vitamins and supplements. The company is releasing its second major product line, flavored powder packets called Quick Sticks that are designed to target short-term needs like extra energy or immunity.

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Headshot of Ann-Marie Alcántara

Ann-Marie Alcántara

Ann-Marie Alcántara is a tech reporter for Adweek, focusing on direct-to-consumer brands and ecommerce.

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