Personalized Vitamin Boom Goes Bust

Bayer-owned Care/of shut down in 2024. Nestlé-owned Persona reported 32% revenue decline in 2025. Meanwhile, Ritual, Seed, and AG1 — which sell single, transparent SKUs rather than personalization quizzes — all grew 25%+.

Personalization was the original DTC supplement promise, but consumers learned the 'quiz' was marketing, not science. The pendulum has swung to brands selling one well-formulated product with radical ingredient transparency.

Expect another wave of DTC supplement shutdowns through 2027. Winners will be brands with hero SKUs, third-party testing, and clinical claims — not the ones with the slickest quiz.

Consumers no longer believe the personalization story without clinical evidence. Trust is now built through ingredient transparency and third-party certification, not through a quiz that 'understands you.'

If you're in supplements, drop personalization marketing and double down on one hero SKU with NSF or USP certification. The market is rewarding focus, not breadth.