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Companies selling personalized vitamins claim they tailor their supplements to an individual’s health needs. However, taking supplements this way carries some risks.

The federal government in the United States does not closely regulate personalized vitamins. Companies may not deliver what they claim to provide, and the vitamins they recommend may be unsafe.

Keep reading to learn about the health benefits and risks of personalized vitamins.

Certain companies claim to sell personalized vitamins that they can tailor to an individual’s particular health conditions, genetic makeup, or both.

These vitamins differ from traditional dietary supplements, which provide the same types and amounts of vitamins to anyone who takes them.

Numerous companies in the U.S. offer personalized vitamins. Most of those companies claim to base their customization on an online questionnaire that customers can complete within a few minutes.

These surveys collect information on a person’s:

  • level of physical activity
  • medications
  • health concerns
  • intakes of certain dietary staples, such as vegetables or food sources of calcium

Companies may also claim to base their vitamin customization on a person’s DNA test results. This testing comes from nutrigenomics, a scientific field that explores how someone’s nutrient intake, genetic makeup, and health interact. Such companies claim to use the test results to predict the risk of developing various conditions while recommending the intake of certain vitamins.

Medical News Today chooses products that meet the following criteria:

  • Price: Products suit a wide range of budgets.
  • Ingredients: Products list all ingredients clearly, with manufacturing processes outlined.
  • Safety: Products contain ingredients deemed safe for ingestion.
  • Reputation: Products are from businesses that adhere to industry best practices.
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Below, we look at some of the best personalized vitamin services.

Please note that the writer of this article has not tried these products. All information presented is purely research-based and correct at the time of publication.

Medical News Today follows a strict product selection and vetting process. Learn more here.

Best potential value: HUM

  • Price: Around $50
  • Trustpilot rating: 1.7 out of 5 stars
  • BBB rating: A+

HUM provides skin, body, mood, hair, and nail products. A person needs to complete a short survey for the company to match them with suitable products. New customers receive $10 off on their first order.

Also, HUM currently offers a 15% discount when a person purchases three products.

The company has an average customer rating of 2.1 out of five stars on Trustpilot. However, there are only 12 reviews in total. Positive reviews mention customer service, while negative ones note delivery and order problems.

HUM has an A+ rating from the Better Business Bureau (BBB). The company has closed six complaints in the past year.

HUM products do not contain gluten or genetically modified organisms (GMO).

The company states that a typical order will cost approximately $50.

This may be expensive for many people. However, the company also offers discounts for bundles and plans, monthly gifts, samples, and free one-to-one advice.


  • products undergo third-party testing for potency and triple-testing for purity
  • most products are suitable for vegans
  • the company does not use artificial sweeteners or colors


  • not all products are vegan-friendly
  • the short quiz is not thorough
  • products may be costly
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Best for a one-time purchase: Nurish by Nature Made

  • Price: Varying; vitamins start from $4.44 per 30-day supply
  • Trustpilot rating: No rating
  • BBB rating: Not accredited and no rating

This company allows people to personalize their purchases by taking a quiz or choosing their own items.

It groups supplements based on health goals, including bone, heart, digestion, and eye health. If a person wishes to take the short quiz, the company will then recommend a personalized pack.

Nurish by Nature Made offers subscribers 35% and 50% off the first month. However, individuals can buy their vitamin pack as a one-time purchase if they wish.

Nature Made, and its parent company, Pharmavite, do not have Trustpilot pages, and it has no BBB rating.

Nurish by Nature Made manufactures its products in a CGMP-compliant facility. Some of its products are non-GMO, free from gluten, and vegan.


  • customers can choose their own products
  • the company has a wide range of products available
  • a subscription is not essential


  • there are no customer reviews on the Trustpilot or the BBB website
  • there is no access to healthcare professionals for advice
  • not all products are vegan
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Best for customization: Persona

  • Price: Varying, but may start from around $53 per 28-day supply, depending on the pack
  • Trustpilot rating:4.3 out of 5 stars
  • BBB rating: B+

Vitaminpacks, trading under Persona, provides a 5-minute survey to offer people personalized vitamin packs. Individuals may also customize their order.

The company offers digestion, sleep, heart health, women’s health, and more products.

Subscribers can speak with a nutritionist as frequently as they like.

A person should read all the nutrition facts panels on each recommended supplement to ensure they are not getting duplicate supplementation. This is because some of Persona’s supplements contain more than the recommended daily allowance of vitamins and minerals.

Persona has an average customer rating of 4.3 out of five stars on Trustpilot. Positive reviews primarily note the high quality and quick customer service. Negative reviews frequently mention order and shipment problems. However, the company responds to each of these negative reviews individually.

The company has a B+ rating from the BBB and has closed eight complaints in the past year.

It manufactures its products in a CGMP-compliant facility. Some products are non-GMO, vegan, gluten-free, and organic.

Persona may be the ideal option for those looking for maximum customization. The survey is thorough, and the solutions offer many different vitamins with personalized strengths and dosages.


  • subscribers have unlimited access to nutritionists
  • the company offers customization
  • a wide range of products are available


  • not all products are vegan
  • products do not undergo third-party testing
  • the brand may be pricier than its competitors
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Best Trustpilot rating: Care/of

  • Price: from $7 per 30-day supply
  • Trustpilot rating: 4.5 out of 5 stars
  • BBB rating: A+

NOHO Health, trading as Care/of, is a subscription service that uses an online quiz to determine which vitamins are best for an individual. It offers various vitamins, minerals, and other supplements, such as protein powders.

The company states that most products are vegan, gluten-free, and non-GMO. Moreover, it manufactures and tests all its products in NSF– and CGMP-certified facilities.

Care/of has an average customer rating of 4.5 out of five stars on Trustpilot. Positive reviews frequently mention the effectiveness and quality of the products. By contrast, negative reviews mention incorrect orders and late deliveries.

According to the company’s BBB profile, it has an A+ rating, no customer reviews, and no complaints.


  • the company has mostly positive customer reviews on Trustpilot
  • products undergo triple-testing internally during the manufacturing process
  • the company has an app available on iOS and Android


  • products only undergo testing internally, not by a third party
  • the company does not offer access to healthcare professionals
  • only some products are vegan
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Best for families: Ritual

  • Price: Around $33
  • Trustpilot rating: 1.9 out of 5 stars
  • BBB rating: A+

Ritual is a subscription vitamin brand focusing on family products

Ritual claims it is committed to transparency, stating that all its ingredients are Made Traceable, with the website detailing each ingredient’s origin, sourcing, testing, and packaging information.

Ritual has a medical team that it claims seeks clinically studied ingredients. It also ensures the vitamins are non-GMO, third-party tested, vegan, and contain no artificial colorants.

Trustpilot awards the company 1.9 out of five stars. Of 26 reviews, 15% are 5-star, and 46% are 1-star.

The BBB accredits Ritual and gives them an A+ rating. It awards them 1.81 out of 5 stars, based on an average of 16 customer reviews.


  • the brand uses traceable, vegan, and gluten-free ingredients
  • products are tested by third-party
  • packaging is 100% recyclable


  • individuals cannot customize this product
  • online reviews are mainly unfavorable
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Best with consultation: Roman

  • Price: Around $35 per month
  • Trustpilot rating: 1.7 out of 5 stars
  • BBB rating: B

Roman is a digital health service company that offers nearly everything from online consultations to treatment delivery and follow-ups. It offers various vitamin options for both males and females.

The company offers free delivery and subscriptions with free cancellation. Its vitamins are free from sugar, sweeteners, artificial flavors, artificial colors, soy, yeast, gluten, dairy, and GMOs. The products are also vegan-friendly.

Individuals can access a more personalized vitamin plan by having a free consultation with a doctor or physician to understand their needs.


  • the company offers a wide range of health services, including doctor consultations, to provide personalized products
  • the company claims to have transparent practices and production


  • less favorable reviews with Trustpilot and the BBB than similar products
  • the product range is not as extensive as some competitors
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Best for fitness support: Gainful

  • Price: varies, from $22
  • Trustpilot rating: 4.5
  • BBB rating: C

Gainful sells protein powders, hydration powders, a pre-workout formula, and a performance boost of creatine, collagen, and fiber.

The company states that it personalizes its products based on a person’s answers to a short online questionnaire. Topics covered include nutrition goals, primarily related to weight management or fitness, as well as a person’s height and weight, age, exercise, and eating habits.

The company website states that users have unlimited free access to a team of dietitians, who can connect by text, email, or chat. Although this is a subscription process, the website states people can postpone deliveries and modify their orders as needed.

Gainful products reportedly do not contain any artificial flavors, sweeteners, fillers, dyes, gluten, or soy. The protein powder is plant-based. Standard shipping costs $5.99 for most orders and is free for orders over$60.

The company has an average Trustpilot rating of 4.5 stars out of five, based on 915 reviews. Positive reviews appreciated product taste and effectiveness. Most complaints concerned shipping. Gainful has a C rating from the BBB and closed one complaint in the past 12 months.


  • unlimited free access to a team of dietitians
  • products are free from artificial flavors, sweeteners, fillers, dyes, gluten, and soy
  • shipping boxes and many product containers are recyclable


  • full price information not available until after a person completes the online quiz
  • requires subscription
  • the online quiz is not very thorough
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Best for a multivitamin: Vous Vitamin

  • Price: starts at $30
  • Trustpilot rating: not rated
  • BBB rating: not listed

Vous Vitamin offers what the company website calls an “all-in-one” multi-vitamin, reportedly customized to meet a person’s unique nutritional needs.

According to the company, it sells supplements formulated to meet the challenges of specific situations, such as altitude sickness, colds, and hangovers. It also sells a separate supplement of omega-3.

The first step in purchasing personalized vitamins is completing an online questionnaire. The company claims that doctors have designed this questionnaire.. It covers demographic characteristics, eating, drinking, exercise practices, an abbreviated medical history, and medication use.

The Vous Vitamin routine consists of taking one multivitamin twice a day. The company’s multivitamins do not contain meat or dairy products, GMO ingredients, or gluten. They are only available through a prescription, although the company does offer a 1-month trial and the ability to cancel subscriptions as needed. The price of the vitamins includes shipping.

The company’s formulation and manufacturing processes are third-party GMP-certified by NSF. Only people ages 18 and over should use this product. The company does not ship internationally.

Vous Vitamin is not listed or reviewed by either the BBB or Trustpilot.


  • the multivitamin formulation can be more convenient than taking a packet of pills
  • the multivitamin is suitable for vegetarians
  • many users describe the pill as easy to swallow


  • the online quiz is not that thorough
  • the company does not provide access to personalized health advice
  • costs more than over-the-counter multivitamins
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The table below compares the brands detailed in the section above.

PricePersonalizationCustomizationHealth adviceTrustpilot ratingBBB ratingShipping
HUM$50online quizyesdietitian1.7 A+$5.95
free on orders over $50
Nurishfrom $4.44 per 30-day supplyonline quizyesnone$8
free on orders over $30
Personafrom $53 per 28 day supplyonline quizyesnutritionist4.3B+free on orders over $50
Care/Of$7 per 30-day supplyonline quizyesnone4.5A+free on orders over $50
Ritualfrom $33online quiznonone1.9A+free
Roman$35doctor consultationyesyes1.7 A-free
Gainfulvaries, from $22online quizyesdietitian4.5C$5.99 and free for orders over $60
Vous Vitaminstarts at $30online quizyesnoneincluded in the cost of the vitamins

Factors to consider when choosing a vitamin subscription include:

  • Quality: A person can check the quality of products by looking for certifications such as Certified Organic. Individuals should also check that companies manufacture products in facilities that follow the Current Good Manufacturing Practice (CGMP) regulations.
  • Cost: Prices can vary between subscription services. Therefore, a person may wish to obtain a quote from various services before deciding.
  • Types of personalization: Some companies require a person to complete a lifestyle questionnaire. Based on the answers, they will recommend vitamins and supplements a person should take. Other companies allow customers to choose what they would like.
  • Transparency: The Food and Drug Administration (FDA) does not regulate supplements; therefore, supplement and vitamin companies must be transparent. Brands should be clear about the ingredients and manufacturing processes they use. Ideally, products should undergo third-party testing, and brands should display the test results.

Studies on personalized vitamins are limited. There is little research to support their benefits, particularly in comparison to non-personalized options.

The U.S. government exercises limited oversight over companies selling personalized vitamins. An older Government Accountability Office (GAO) study found that these vitamins may fail to improve health and that the companies selling them may provide misleading or unreliable health information.

One of the main claims of these companies is that they tailor supplements to an individual’s health needs. The GAO study verified the accuracy of this claim by using fake profiles to investigate four companies offering this service. The authors took the online surveys and then submitted DNA samples for the tests.

Communication and other concerns

Upon delivering the test results to the study authors, the websites urged the purchase of expensive personalized vitamins. However, the vitamins recommended for each fictitious profile were the same rather than customized. This is especially concerning because the profiles came from the DNA samples of two individuals with differing lifestyles.

Additionally, researchers studying the nutrigenetic services sold by 45 companies found that only some of the traits tested for, such as lactose intolerance, were likely candidates for genetic testing and nutritional guidance. However, a complex combination of genetic and environmental factors causes other traits, such as a predisposition to cardiovascular disease.

The study found that the companies were generally not very effective at communicating what genetic markers they studied, the steps they used to do so, or the basis for their predictions and nutritional guidance.

Most personalized vitamin subscription brands’ online surveys and quizzes may be inaccurate or incorrectly interpreted.

A person’s medical history and family background contribute to their nutrition needs. This analysis of online surveys and results is complex and unlikely to be definitive or comprehensive. For these reasons, a healthcare professional is typically the most suitable person to interpret these tests.

The points out that taking vitamins may increase a person’s likelihood of receiving more than the tolerable upper intake (TUI) of some nutrients. This, in turn, can lead to health risks.

For example, when people take a supplement containing folic acid, they may exceed the TUI if they eat foods fortified with the vitamin. High levels of folic acid may raise the risk of certain types of cancer, such as prostate cancer.

Problems due to incorrect interpretation of DNA tests

When personalized vitamin brands offer DNA testing, they are usually looking for gluten intolerance, caffeine metabolism, skin antioxidant capacity, and more. They may also be assessing the risk of certain conditions.

According to the Federal Trade Commission (FTC), no research indicates that DNA tests provide a safe basis for customizing dietary supplements.

The FTC states that it is often hard to draw definitive conclusions about health risks based on DNA tests. This is because someone’s likelihood of developing a certain condition does not always depend solely on their genes. Rather, it hinges on multiple interactions between their genes and the food they consume, their lifestyle, and substances they have frequent exposure to, such as tobacco and sunlight.

FDA warnings

The FDA warns that two problems may result from incorrectly interpreting DNA tests. The first is a positive result for a certain condition, which does not necessarily mean a person will develop the condition or be severe.

The second issue involves a negative result for a certain condition. This may indicate that the test did not examine the genetic changes associated with the condition. Most DNA tests only look at a small number of genes.

As the GAO study concludes, a positive result may unduly alarm people and encourage them to take costly personalized vitamins to be healthy. A negative result may also give some individuals false assurance that they are healthy.

Instead of taking personalized vitamins, the FDA advises getting annual checkups and screenings for people looking to diagnose potential conditions and take preventive measures.

The FTC suggests a good starting point is a doctor’s exam that includes conventional laboratory tests, such as blood chemistry and a cholesterol profile. A healthcare professional can make dietary and other lifestyle recommendations if the tests show abnormalities.

If a person is interested in following a diet that provides optimal nutrition, a registered dietitian can help. This health specialist can develop a detailed eating plan that considers a person’s diagnosed health conditions and dietary preferences.

If people believe they have deficiencies in certain nutrients, they should undergo blood work assessments from a doctor. Healthcare professionals rely on these tests to assess certain deficiencies, such as vitamins B12 and D.

Working with qualified healthcare professionals, such as dietitians, can help determine whether an individual’s diet lacks certain nutrients and whether supplementation is appropriate.

Below, we answer some of the most common questions about these vitamins.

Do personalized vitamins work?

Although scientific data is limited, a review of nine studies did not find consistent, significant benefits from personalized nutrition for dietary, behavioral, or health outcomes. However, more research is needed.

What are the benefits of personalized vitamins?

The premise behind personalized vitamins is that supplements formulated to meet a person’s specific nutritional needs based on their lifestyle and genetics would have the most effect. Supplements formulated to support a person’s active lifestyle or eating habits could provide more nutrients and less of what they do not need.

Do they make prescription vitamins?

Vitamins are typically available as over-the-counter supplements. Personalized vitamins generally consist of particular formulations of these supplements. A doctor may prescribe specific vitamins for people lacking this nutrient or have other health concerns.

What are personalized vitamins?

Unlike typical vitamins, which offer the same content to all users, personalized vitamins are reportedly specially formulated to meet one person’s needs.

Potential customers share their activity level, diet, medications, health concerns, and key demographic information. Some companies collect samples for a DNA test. The company uses this information to design a personalized vitamin.

Are personalized vitamins better?

The benefits of personalized vitamins are that companies tailor them to a person’s specific needs. Some people may not realize they would benefit from certain vitamin supplements, and these suggestions can help target an individual’s requirements. However, the results of an online questionnaire should not replace advice from a healthcare professional.

How much do vitamin subscription services cost?

This varies depending on the company and how many monthly vitamin supplements a person takes. Usually, the price ranges from around $20 to $100 monthly.

Has the FDA approved personalized vitamins?

No, the FDA has not approved any dietary supplements, including personalized vitamins. However, the FDA states that manufacturers must adhere to the cGMP regulations.

Companies selling personalized vitamins may claim to offer vitamins that cater to an individual’s health needs. However, such supplements do not always live up to this promise. They may also include unsafe amounts of certain vitamins that can negatively affect health.

Companies that authorize third-party testing on all products are most likely to produce safe supplements.

An alternative to investing in customized vitamins is to request a health examination with a healthcare professional and work with a registered dietitian to receive dietary and lifestyle recommendations.