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Companies selling personalized vitamins claim they tailor their supplements to an individual’s specific health needs. However, taking supplements this way carries some risks.
A quick look at 6 of the best personalized vitamin subscriptions
- Best BBB rating: HUM
- Best for a one-time purchase: Nurish by Nature Made
- Best for customization: Persona
- Best Trustpilot rating: Care/of
- Best for families: Ritual
- Best with consultation: Roman
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 not be safe.
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
- 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
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.
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
- Pros: Products undergo third-party testing for potency and triple-testing for purity, most products are suitable for vegans, and the company does not use artificial sweeteners or colors.
- Cons: Not all products are vegan-friendly, the short quiz is not thorough, and products may be costly.
- Trustpilot rating: 2.1 out of 5 stars
- BBB rating: A+
HUM provides products for skin, body, mood, hair, and nails. 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 has an offer of 15% off 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.
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.
Best for a one-time purchase: Nurish by Nature Made
- Price: Varying, but each vitamin starts from $4
- Pros: Customers can choose their own products, the company has a wide range of products available, and a subscription is not essential.
- Cons: There are no customer reviews on the Trustpilot or the BBB website, there is no access to healthcare professionals for advice, and not all products are vegan.
- Trustpilot rating: No rating
- BBB rating: Not accredited and no rating
This company gives people the option 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 35% and 50% off the first month to subscribers. However, individuals can buy their vitamin pack as a one-time purchase, if they wish.
Nurish by Nature Made manufactures its products in a CGMP-compliant facility. Some of its products are non-GMO, free from gluten, and vegan.
Best for customization: Persona
- Price: Varying, but may start from around $34 per month depending on the pack
- Pros: Subscribers have unlimited access to nutritionists, the company offers customization, and a wide range of products are available.
- Cons: Not all products are vegan, products do not undergo third-party testing, and the brand may be pricier than competitors.
- Trustpilot rating:4.3 out of 5 stars
- BBB rating: B+
Vitaminpacks, trading under the name Persona, provides a 5-minute survey to offer people personalized vitamin packs. Individuals may also customize their order.
The company offers products for digestion, sleep, heart health, women’s health, and more. It is currently offering 50% off to new subscribers.
Subscribers can speak with a nutritionist as frequently as they like.
A person should make sure to read all the nutrition facts panels on each recommended supplement to ensure that 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 a large range of different vitamins with strengths and dosages personalized to each individual.
Best Trustpilot rating: Care/of
- Price: from $5
- Pros: The company has mostly positive customer reviews on Trustpilot, products undergo triple-testing internally during the manufacturing process, and the company has an app available on iOS and Android.
- Cons: Products only undergo testing internally, not by a third party, the company does not offer access to healthcare professionals, and only some products are vegan.
- Trustpilot rating: 4.6 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 4.6 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.
The company’s BBB profile is under NOHO Health. It has an A+ rating, no customer reviews, and one complaint closed in the last 3 years.
Best for families: Ritual
- Price: Around $30
- Pros: The brand uses traceable, vegan, and gluten-free ingredients, it utilizes third-party testing, and its packaging is 100% recyclable.
- Cons: Individuals cannot customize this product, and online reviews are mainly unfavorable.
- Trustpilot rating: 2.2 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 2.2 out of five stars. Of 20 reviews, 20% are 5-star, and 40% are 1-star.
The BBB accredits Ritual and gives them an A+ rating. It awards them 1.77 out of 5 stars, based on an average of 22 customer reviews.
Best with consultation: Roman
- Price: Around $35 per month
- Pros: The company offers a wide range of health services, including doctor consultations, to provide personalized products. It also claims to give transparency to its practices and production.
- Cons: Less favorable reviews with Trustpilot and the BBB, and the product range is not as extensive as some competitors.
- Trustpilot rating: 2.5 out of 5 stars
- BBB rating: A-
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 table below compares the brands detailed in the section above.
|Price||Personalization||Customization||Health advice||Trustpilot rating||BBB rating||Shipping|
free on orders over $50
|Nurish||from $4||online quiz||yes||none||–||–||$8|
free on orders over $30
|Persona||from $34||online quiz||yes||nutritionist||4.3||B+||free on orders over $50|
|Care/Of||from $5||online quiz||yes||none||4.6||A+||free on orders over $20|
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 making a decision.
- Types of personalization: Some companies require a person to fill out a lifestyle questionnaire. Based on the answers to this, they will make recommendations for 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, and therefore, it is important that supplement and vitamin companies are transparent. Brands should be clear about 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.
Upon delivering the test results to the study authors, the websites urged the purchase of expensive personalized vitamins. However, the vitamins recommended for each of the fictitious profiles 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, the American Society of Nutrition (ASN) states that there is insufficient evidence to prove that taking multivitamins generally prevents chronic or long-term diseases. This is despite limited research suggesting they might help certain conditions.
The online surveys and quizzes that most personalized vitamin subscription brands offer may be inaccurate or incorrectly interpreted.
A person’s medical history and family background contribute to their nutrition needs. This makes the analysis of online surveys and results 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 ASN cautions 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
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 often does not solely depend 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.
The second issue involves a negative result for a certain condition. This may merely indicate that the test did not examine the particular 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. Additionally, a negative result may give some individuals false assurance that they are healthy.
Instead of taking personalized vitamins, the
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. If the tests show abnormalities, a healthcare professional can make dietary and other lifestyle recommendations.
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, for example, vitamin B12 and vitamin D deficiencies.
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.
Are personalized vitamins better?
The benefits of personalized vitamins are that companies tailor them to a person’s specific needs. Unless companies make such suggestions, people may not realize they would benefit from certain vitamin supplements. 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 vitamin supplements a person takes per month. Usually, the price ranges from around $20 to $100 monthly.
Has the FDA approved personalized vitamins?
No dietary supplements, including personalized vitamins, have FDA approval. However, the
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.