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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.

Medical News Today chooses personalized vitamins that meet the following criteria:

  • Individualization: We choose companies that truly offer personalized vitamins based on surveys and questionnaires people fill in.
  • Content: We choose companies that offer vitamins that will help meet any nutritional gaps in a person’s diet.
  • Quality: We choose vitamins that have high-quality ingredients and are free from artificial flavors, colors, and additives.
  • Federal compliance: All companies in this article adhere to the Food and Drug Administration’s health claims and labeling requirements.
  • Price: We choose vitamins that have a range of price points.

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

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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.

Best potential value: HUM

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.

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

Subscriptions and savings

New customers receive $10 off on their first order.

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

The company also offers discounts for bundles and plans, monthly gifts, samples, and free one-to-one advice.

Reviews and reputation

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

The company has an average customer rating of 1.5 out of 5 stars on Trustpilot. Positive reviews mention customer service, while negative ones note delivery and order problems.


  • 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
  • Personalization: online quiz
  • Certifications: USP-verified
  • Free of: some vitamins are free of GMOs and gluten
  • BBB rating: no BBB page

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

Subscriptions and savings

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.

Reviews and reputation

Nature Made, and its parent company, Pharmavite, do not have Trustpilot or BBB pages.


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


  • there is no Trustpilot or BBB page
  • 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
  • Personalization: online quiz
  • Certifications: some supplements are kosher certified
  • Free of: some supplements are vegan, vegetarian, and free from major allergens
  • BBB rating: A-

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.

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.

Subscriptions and savings

A subscription with Persona is free. Once a person has chosen their supplements from the company’s recommendations, they will receive monthly deliveries until they cancel their account.

People can change their monthly orders at any time up until the cut-off date.

Reviews and reputation

Persona has an average customer rating of 4.2 out of 5 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 A- rating from the BBB and has closed one complaint in the past year.


  • 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
  • Personalization: online quiz
  • Certifications: certified C.L.E.A.N.
  • Free of: most products are vegan, gluten-free, and non-GMO
  • 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.

Subscriptions and savings

Care/of’s subscription is free. Once a person chooses their vitamins, the company will automatically send the products to their address.

The company offers a 30-day money-back guarantee on a person’s first order. People can change or cancel their subscription at any time.

Reviews and reputation

Care/of has an average customer rating of 4.5 out of 5 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
  • Personalization: online quiz
  • Certifications: certified B Corporation
  • Free of: GMOs and artificial colorants
  • 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.

Subscriptions and savings

People can subscribe to Ritual and receive free shipping and a 30-day money-back guarantee.

Additionally, the company says that people will save on each order. However, it does not state how much a person will save.

Reviews and reputation

Trustpilot awards the company 2 out of 5 stars. Of 28 reviews, 14% are 5-star, and 47% are 1-star.

The BBB accredits Ritual and gives the company an A+ rating. It awards it 1.56 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: Ro

  • Price: around $35 per month
  • Personalization: doctor consultation
  • Certifications: none
  • Free of: sugars, sweeteners, soy, yeast, gluten, dairy, artificial flavors and dyes, GMOs
  • BBB rating: B

Ro 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.

Subscriptions and savings

Ro offers its vitamins as part of a monthly subscription service. The subscription is free to access, and a person will pay around $35 per month to receive the vitamins.

People can cancel their subscription at any time.

Reviews and reputation

Ro has a Trustpilot rating of 3.8 out of 5 stars from 285 reviews. Many reviews are for the platform’s telehealth services, appreciating the easy access to doctors and other healthcare professionals.

However, others say that the service is expensive, while some state they had trouble receiving return labels.

The BBB accredits the company and gives it a B rating. Ro has closed 26 complaints in the past year.


  • 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
  • Personalization: online quiz
  • Certifications: certified organic
  • Free of: artificial flavors, sweetners, fillers, dyes, gluten, soy
  • 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.

Gainful products reportedly do not contain any artificial flavors, sweeteners, fillers, dyes, gluten, or soy. The protein powder is plant-based.

While the company states some of its products are certified organic, it does not disclose the certifying authority.

Subscriptions and savings

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.

Standard shipping costs $5.99 for most orders and is free for orders over $60.

Reviews and reputation

The company has an average Trustpilot rating of 4.4 stars out of 5, based on 917 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
  • Personalization: online quiz
  • Certifications: NSF-certified
  • Free of: meat, dairy, GMOs, gluten
  • 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.

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.

Subscriptions and savings

These products 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.

Reviews and reputation

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 adviceBBB ratingShipping
HUM$50online quizyesdietitianA+$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 quizyesnutritionistB+free on orders over $50
Care/Of$7 per 30-day supplyonline quizyesnoneA+free on orders over $50
Ritualfrom $33online quiznononeA+free
Roman$35doctor consultationyesyesA-free
Gainfulvaries, from $22online quizyesdietitianC$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.

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.

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.

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 National Institutes of Health 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.

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

Can I design my own vitamins?

Yes, people can design their own vitamin supplementation, either by purchasing vitamins separately or using a company to bundle them together into one package.

Is Persona Nutrition FDA-approved?

No, the Food and Drug Administration (FDA) does not approve dietary supplements.

Can I make my own multivitamin?

No, people cannot make their own multivitamin tablets.

However, people can take several individual vitamins or use a customized vitamin service to provide the supplements they need to fill in nutritional gaps.

Do vitamin subscriptions work?

Yes, vitamin subscriptions send vitamins to a person’s home every month. This may be beneficial for those who prefer the convenience of automatic deliveries.

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.