Care/of

GNC Is Bankrupt. The Vitamin Shoppe’s Stock Is Tanking. Direct-to-Consumer Supplement Companies Want to Fill the Void.

The market share of GNC and the Vitamin Shoppe was 97 percent at the start of 2018. Now it’s 88 percent, thanks in part to a small but growing field of direct-to-consumer supplement companies.

Care/of Readymade Vitamin Products Now at Target

Care/of, founded in 2016, sought to take the desire to have everything customized and mail-delivered to the vitamin world.