Vitamin Line Launches Care/of Target

Cyndi Loza
Managing Editor, Member Content, P2PI
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a store inside of a box

Continuing its strategy of giving digital native brands an in-store presence, Target is exclusively stocking a new vitamin line from direct-to-consumer brand Care/of.

The new Care/of line rolled out to Target stores and on March 28, encompassing three multivitamins (for men, women and a prenatal vitamin) and five "benefit-led" supplement blends to help with sleep, immunity, relaxation, energy or focus. The collection is designed to work as a "mix and match system" to help shoppers build a custom vitamin routine based on what's important to them, according to a media release from the brand. All items are certified C.L.E.A.N. (Conscious, Live, Ethical, Active and Nourishing), vegan or vegetarian, gluten- and sugar-free, and priced at $14.99 (with the exception of the prenatal vitamin, which costs $18.99). 

In stores, shelf blockers positioned alongside the SKUs within the aisles spotlight the mix and match system by communicating shoppers should "start with a multivitamin" and then add personalized vitamins and supplements to "reach your health goals." Multiple email blasts and social media updates from Care/of, an April 25 email from Target and a promotional page within and the brand's DTC site ( support.

Founded by Craig Elbert and Akash Shah in New York in 2016, Care/of is a personalized DTC nutrition company, which Bayer acquired a majority stake of in 2020. The company centers on a personalized questionnaire on that taps knowledge from scientists, nutritionists and millions of quiz takers to create nuanced recommendations of Care/of vitamins, protein and collagen items for shoppers based on their lifestyles and health goals. The Care/of line at Target was created based on insights learned from the six million people who have taken Care/of’s quiz over the past four years and marks the brand's first foray into the retail market.

"We're thrilled to collaborate with Target in bringing Care/of's honest guidance to the vitamin aisle," said Craig Elbert, Care/of chief executive officer and cofounder, in the release. "In the past, navigating the vitamin aisle could often be confusing or intimidating. With the Care/of launch in Target, we've made it easier to find the vitamins that actually work for you."

Target is no stranger to working with digital-native brands to give them an in-store presence, most recently working with DTC brands Function of Beauty and Grove Collaborative.