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Top 7 Vitamin Subscription Services Compared: Which Is Best for You?

Written by Ana Reisdorf, MS, RD

Reviewed by Anthony Dugarte, MD 

Last Updated on July 7, 2021

Personalized vitamin subscription services are incredibly popular. But how do you choose the brand that is best for you?

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Top 7 Vitamin Subscription Services Compared: Which Is Best for You?
Photo by Persona Nutrition

Everything seems to be on a subscription model these days, from laundry detergent to dog treats.

After all, you use many items daily, and using a subscription offers a convenient way to get what you need and for a lower cost. Vitamins are no different.

While you can hop on Amazon and order any supplements you want on subscription, some brands have decided to make the subscriptions more personal.

These brands use lab tests or quizzes to recommend the “best” vitamin regimen for you.

If you are looking for vitamin recommendations tailored to you, this article will help you decide which one of these services is right for you.

Summary of Our Picks

  • Best Overall: Persona Nutrition
  • Best for Beginners: Care/of Vitamins
  • Best for General Health and Beauty: Hum Nutrition
  • Best for Multivitamins: Ritual
  • Best for Individualized Health Tests: Thorne
  • Best for Genetic Testing: Viome
  • Best for Your Budget: Nurish by Nature Made

What Are Vitamin Subscription Services?

Vitamin or supplement subscription services have exploded in the last 10 years, with the demand for personalization continuing to increase.

If you have ever walked the supplement aisle at any health food store, you know how many products exist.

Being able to whittle down the best products for you via a quiz, blood test, or other measures can save you time and money.

Additionally, nutrient needs and health concerns differ from person to person. Therefore, your diet and the supplements you take need to be optimized for you.

Consumers are beginning to understanding that nutrition isn’t a one-size-fits-all approach.

Having access to a personalized nutrition and supplement plan used to be only available to those able to work directly with a registered dietitian (RD).

While working with an RD may still be the gold standard (and is recommended if you are struggling with any diet-related medical conditions), these personalized vitamin companies can help you get started with taking the right supplements for your health concerns, saving you time and money.

Most of these brands provide their recommendations from an online quiz or a lab test. Your data is then entered into an algorithm, which makes recommendations based on your information.

Your products are then shipped monthly, so you always have the supplements you need on hand.

Depending on the brand, some are sent in convenient daily “packs” that contain all the vitamins for the day. Others will send the vitamins in a bottle that contains a 30-day supply.

The vitamins will auto-ship monthly. Most brands offer a discount on the products or free shipping when you sign up for their monthly service.

Some brands also offer consultations with dietitians or other healthcare professionals to answer your questions about the products or other concerns.

Using a personalized vitamin service can help save money and time. It can help guide you towards the products that might work best for you so that you can address your health concerns more effectively.

A subscription service is usually cheaper and prevents you from having a ton of individual bottles sitting around. Having your vitamins sent to your door is also one less errand you have to run.


  • Personalized recommendations based on your concerns or needs
  • Can help save you money and time
  • Many brands offer consultations with professionals to guide your selection


  • Algorithms can’t address every possible health concerns
  • Most brands don’t consider drug-nutrient interactions
  • Does not replace working with a dietitian or healthcare provider

How We Made Our Selections

To select the best products, I reviewed several different vitamin subscription services to determine which ones were best for different categories.

I evaluated each based on the following factors:

  • Brand Reputation: Does the brand have a good reputation in the industry? Are the products third-party tested? Are the products made in a certified Good Manufacturing Practices facility?
  • Professional Involvement: Are there doctors, dietitians, pharmacists, or other healthcare professionals involved with the brand? Are customer questions answered by a professional?
  • Evidence-Based Recommendations: Does the brand have evidence or research available to support its recommendations and products?
  • Personalization: Does the brand offer a wide variety of products to address the needs of different people?
  • Safety: Does the brand evaluate potential drug-nutrient interactions, medical conditions or address potential safety concerns in some way?
  • Price: How does the overall price of the products compare to other brands? Is the pricing fair?

Based on these requirements, I selected the top 7 brands for different categories.

The 7 Best Vitamin Subscription Services of 2021

All of the personalized vitamin subscription services use different methods to determine the best vitamins for you. Each brand has its own pros and cons, which I will review below:

Best Overall: Persona Nutrition

Best Overall
Rating Breakdown
  • Recommendations:4.0
  • Personalization:4.0
  • Ingredient Quality:5.0
  • Value for the Price:4.0
  • Brand Transparency:3.0

Overall Rating:



  • Thorough attempt to provide personalized advice via an online quiz
  • Uniquely evaluates drug-nutrient interactions compared to other brands
  • Individualized packs make it cheaper to take multiple supplements


  • Quiz can’t evaluate every possible health concern or medication
  • Not all members of the “nutrition team” are registered dietitians
  • If a large number of supplements are recommended, this may be overwhelming

How It Works

Persona is a quiz-based supplement company that offers a lot of support to its customers via consultations with healthcare professionals.

Like many other personalized vitamin brands, the Persona experience starts with a quiz. The quiz was developed by a team of medical doctors, pharmacists, and dietitians.

Their quiz is quite robust compared to other brands and addresses drug-nutrient interactions, allergies, and other health concerns.

Similar to other brands, once you take the quiz, you receive your supplement recommendations.

The recommended products are provided in a 30-day supply and are in a “pack” that you take daily.

When I took the quiz, I was recommended 9 different products. While I appreciate the thoroughness of the recommendations, taking 9 pills a day would be overwhelming to me.

If you feel overwhelmed by the number of recommendations, Persona has a team of nutritionists available to answer customer questions via phone 7-days a week.

They are also the only brand that addresses drug-nutrient interactions before recommending supplements.

The Bottom Line

Persona is one of the most reputable personalized vitamin services due to its work with many respected MDs and other healthcare providers.

While the product recommendations are made by an online quiz, the ability to speak to a nutritionist or dietitian to discuss your supplements is extremely beneficial and can help you tailor your experience.

The ability of Persona to evaluate drug-nutrient interactions makes it a good resource for those taking medications.

But even though the quiz does account for many interactions, it is always best to speak to your doctor to determine if the products are right for you.

Best for Beginners: Care/of Vitamins

Best for Beginners
Rating Breakdown
  • Recommendations:2.0
  • Personalization:5.0
  • Ingredient Quality:4.0
  • Value for the Price:4.0
  • Brand Transparency:4.0

Overall Rating:



  • Vitamins delivered in individual packs, making it convenient to use
  • Recommendations account for allergies
  • Website shares many research studies to back up claims


  • Every health concern cannot be addressed via a quiz
  • If a large number of supplements are recommended, this may be overwhelming
  • No professionals available to answer questions

How It Works

Care/of is a personalized vitamin company that uses a quiz to create vitamin “packs” for you.

They have three different types of products – vitamins, quick sticks, and powders.

The products are branded with the Care/of logo, but the brand works in tandem with trusted providers to procure their supplements.

The Care/of quiz is AI-powered but was created with the help of scientists and nutrition experts.

The quiz asks multiple lifestyle questions about digestion, energy, sleep, diet, and mood to make recommendations.

The algorithm recommends supplements to you, which are then shipped every 30 days in daily packs.

While the quiz was designed with the help of experts, Care/of does not offer consultations or guidance to their customers.

They do provide a significant amount of research on each of their products and assign a research score to help you evaluate each one.

The Bottom Line

Care/of is a great option for those just getting started with supplements and feel overwhelmed by all the options.

Their recent partnership with Target also makes it convenient to use their service and access their product.

Care/of would not be recommended for someone managing multiple medical conditions or taking medications, as their quiz does not address these types of interactions.

For someone who needs more support with choosing supplements, I recommend working with a doctor or registered dietitian rather than taking advice from an online quiz.

Best for General Health and Beauty: Hum Nutrition

Best for General Health and Beauty
Rating Breakdown
  • Recommendations:3.0
  • Personalization:5.0
  • Ingredient Quality:5.0
  • Value for the Price:5.0
  • Brand Transparency:4.0

Overall Rating:



  • Online quiz is personalized to help customers choose the best products
  • Registered dietitian available to answer questions
  • Research to support product claims and effectiveness available on the website


  • The 13-question quiz can’t address every health concern
  • No consideration of drug-nutrient interactions in recommendations
  • Registered dietitians are only available via email, not on the phone

How It Works

Hum Nutrition is a beauty-focused supplement company with the tagline “Beauty from Within.”

Hum uses a simple online quiz to evaluate customer’s health and beauty concerns to make product recommendations.

While Hum does carry products to address a wide variety of health concerns, many of their supplements are focused on skin, hair, nails, and overall beauty.

Each Hum product description includes clinical studies to support the claims and effectiveness. Most of their products are vegan and non-GMO.

The Hum Nutrition quiz asks about diet, lifestyle, and overall health. Once you complete the quiz, you receive product recommendations and are assigned a registered dietitian who can help answer questions you might have via email.

The recommended products are shipped every 30 days.

A few days after you receive the quiz, you receive a more detailed “Nutritionist Report” that helps provide more extensive lifestyle recommendations to address your health concerns and explain more about the product selections.

You can also respond to the email and ask your Hum dietitian any questions you might have about your report.

The products are also sold at Sephora.

The Bottom Line

Hum Nutrition is a leader in the beauty and nutrition arena. Their supplement quiz is fun and simple to take.

While Hum does work with dietitians to answer customer questions, it would be difficult for a dietitian to provide an extensive consultation via email alone.

But the Hum dietitians can guide you towards the right steps to improve your health and beauty routine. Overall, Hum Nutrition is a fun brand for those focused on beauty and wellness.

Best for Multivitamins: Ritual

Best for Multivitamins
Rating Breakdown
  • Recommendations:2.0
  • Personalization:5.0
  • Ingredient Quality:5.0
  • Value for the Price:5.0
  • Brand Transparency:4.0

Overall Rating:



  • Vitamins are based on lifecycle stages
  • Products are third-party tested
  • Clinical trial available to demonstrate the effectiveness of the multivitamin for certain nutrients


  • Recommendations not based on quiz or lab testing
  • With limited nutrients in each vitamin, they may not meet the needs of every individual
  • No ability to speak to a dietitian or other health professional for questions or recommendations

How It Works

Ritual is a subscription vitamin service that personalizes supplements based on gender and life stage.

Their line of multivitamins covers children, teens, pre-natal and post-natal, early adulthood, and older adulthood.

Ritual focuses only on the nutrients commonly missing for a specific age group, not on providing every possible nutrient in one pill.

They believe that a multivitamin should not be used as a primary source of nutrition but only to fill common gaps.

Ritual vitamins are all third-party tested, vegan, non-GMO, and sustainably sourced.

The vitamins are created in combination with a scientific leadership team and an advisory board of doctors, scientists, and dietitians.

The Bottom Line

Ritual is a great option for those simply looking for a multivitamin tailored to their current nutrient needs without any unnecessary nutrients.

Their vitamins are science-based and reasonably priced at only $30–$35 a month.

The main difference between Ritual and other personalized vitamin brands is that they do not carry supplements to address other health concerns.

Ritual is a great option for a multivitamin, but you will have to look elsewhere if you are looking for other types of products.

Best for Individualized Health Tests: Thorne

Best for Health Tests
Rating Breakdown
  • Recommendations:3.0
  • Personalization:5.0
  • Ingredient Quality:5.0
  • Value for the Price:4.0
  • Brand Transparency:5.0

Overall Rating:



  • Offers a variety of evidence-based product lines for different health issues
  • NSF Certification available for products geared towards athletes
  • Brand is significantly involved in clinical research on their products


  • Some of the product recommendations require a visit to physical lab and can limit convenience
  • Test kits do not include consultations with healthcare professionals that are employed by Thorne
  • Monthly costs could be expensive if purchasing supplements for multiple health concerns

How It Works

Thorne utilizes a variety of quizzes and laboratory tests to help personalize supplement recommendations.

They offer 13 specialty quizzes and 10 lab or stool testing kits for specific health concerns such as weight management, sleep, or immune health.

This variety of testing options allows you to personalize your experience to meet your goals.

The health quizzes are short and usually recommend one product to address your concerns, as well as links to relevant blog articles.

The health tests provide product recommendations and use a platform called Omegvity Health to give additional recommendations.

As a company, Thorne is extremely science-based. They work with leading scientists, doctors, and dietitians to provide accurate recommendations based on the latest research.

Thorne has its own peer-reviewed journal called the Alternative Medicine Review, where it conducts clinical research with well-established institutions like the Mayo Clinic.

Thorne is also focused on sports nutrition; 24 of their products are NSF Certified for Sport, the most of any supplement company.

While Thorne doesn’t directly offer consultations with dietitians or other providers, they do have a database of independent healthcare professionals that customers can contact if they need further assistance.

The Bottom Line

Thorne is the only personalized vitamin company to offer such a wide variety of testing kits and quizzes.

While this can be overwhelming to some consumers, it helps personalize the experience even further.

It is also a great option for athletes who have restrictions on the types of products they can take.

All of this testing can be quite expensive and is not covered by insurance.

Self-testing does not replace working with a provider to help address your health concerns. Therefore, I would recommend utilizing Thorne in combination with consultation with a healthcare provider.

Best for Genetic Testing: Viome

Best for Genetic Testing
Rating Breakdown
  • Recommendations:3.0
  • Personalization:4.0
  • Ingredient Quality:5.0
  • Value for the Price:3.0
  • Brand Transparency:4.0

Overall Rating:



  • Utilizes unique in-depth RNA sequencing to provide supplement recommendations
  • Regularly conducts clinical trials on effectiveness of product via own research institute
  • Detailed AI-generated nutrition recommendations via proprietary app


  • High monthly cost for testing and supplements compared to other brands
  • Recommendation of 8 daily supplements can be overwhelming
  • Does not provide direct support from physician or dietitian to discuss results

How It Works

Viome uses genetic testing to provide supplement recommendations based on gene expression.

With the testing, Viome offers recommendations for lifestyle changes and other dietary supplements.

Viome offers two tests, a Health Intelligence and a Gut Intelligence test. These were developed in collaboration with their scientific advisory board that consists of geneticists, nutrition experts, and experts in related sciences.

The Gut Intelligence test identifies the types of microbes present in the gut with highly sensitive genetic sequencing.

The Health Intelligence test includes the microbiome test and a human gene expression test that requires a blood sample.

These samples allow Viome to evaluate multiple variables in your genetic expression that might impact your health and the types of supplements you need.

Viome provides an in-depth report that allows you to evaluate your physiological age, immune health, lifestyle choices, nutrition needs, and more.

Based on your results, Viome provides recommendations to improve your health with supplements and dietary changes.

Viome recommends you take 8 personalized supplements a day. The cost can be up to $199 per month.

All the supplements are third-party tested, non-GMO, vegetarian, and free of major allergens.

Viome does not provide consultations with a healthcare provider to help you evaluate your results.

The cost of the tests and monthly supplements may be prohibitive for some people.

The Bottom Line

Nutritional genomics, which is what Viome uses to analyze DNA and make recommendations, is an emerging field in science.

With the popularity of personalized vitamin brands, using your individual genes is the only way to make recommendations truly personal.

But since this is a relatively new area of study, there are many limitations and knowledge gaps in the science.

While the information provided by Viome is interesting, the science of nutritional genomics is not yet robust enough to evaluate every aspect of your health.

Overall, Viome is a science-oriented brand that is dedicated to bringing nutritional genomics to the consumer.

It is one of the more expensive monthly subscription services, but the cost may be justified with the level of innovation offered.

Best for Your Budget: Nurish by Nature Made

Best for Budget
Rating Breakdown
  • Recommendations:2.0
  • Personalization:5.0
  • Ingredient Quality:5.0
  • Value for the Price:5.0
  • Brand Transparency:5.0

Overall Rating:



  • Brand with well-established reputation
  • Affordable price of supplements
  • USP-verified products
  • Available nationwide at Walgreens


  • No indication of who developed the quiz
  • No dietitian or other professional available to answer questions
  • Limited information provided about why the specific products were selected
  • Does not consider drug-nutrient interactions

How It Works

Nurish is an affordable quiz-based personalized vitamin service by Nature Made, a well-established supplement brand.

The Nurish quiz, like many other supplement quizzes, evaluates your goals, diet, age, gender, and lifestyle to determine which supplements are best for you.

Based on your answers, they provide recommended products that are shipped in a daily vitamin “pack.”

They do not offer support from a dietitian or other healthcare provider to answer questions about the products.

Overall, the products provided by Nurish are more cost-effective compared to other brands.

They are also available at Walgreens, which makes accessing their products readily accessible.

Nature Made is a well-established supplement brand. It was one of the first to have its products verified by the US Pharmacopeia, an independent third-party testing organization.

As a brand, they are committed to purity, potency, and scientific research.

The Bottom Line

Nurish is a cost-effective personalized vitamin service created by a reputable brand.

It lacks a few important elements, such as checking for drug-nutrient interactions or offering consultations with dietitians or other experts to guide the customers.

The recommendations provided are fairly basic and good for someone looking for a cost-effective way to start taking dietary supplements.

How to Optimize Your Experience with a Vitamin Subscription Service

A personalized vitamin service is a great way to start taking supplements since there are so many options on the market.

A simple online quiz can be fun to take and give you some guidance for the next steps.

To get the most out of your experience, I would recommend choosing a company that offers consultations with a healthcare provider as part of their service or utilizing the recommendations in conjunction with a consultation with your healthcare provider.

Having expert guidance is the best way to ensure you are taking the supplements that truly are right for you.

When selecting a brand to work with, make sure the products are of high quality. Look for third-party testing and the involvement of qualified professionals with the brand.

Read customer reviews that are not just on the brand’s website. Ask questions about the purity and potency of the products.

Taking time to select the right personalized vitamin service will help you improve your health most effectively.

The Bottom Line

While personalized vitamin services are popular, there are a few drawbacks to these types of services overall.

First, they will never replace working directly with a dietitian or other healthcare provider who can truly evaluate your health history, lab tests, and lifestyle to make the best recommendations for you.

Also, no quiz or even a single blood test can evaluate every aspect of your health.

Overall, there is mixed evidence about the benefits of dietary supplements in general.

Beyond helping address specific nutrient deficiencies, most healthcare professionals rarely recommend a large number of dietary supplements to help improve the health of their patients.

Additionally, while supplements are appropriate in certain circumstances, they are not a magic bullet to better health.

You still have to eat a healthy diet, exercise, manage your stress, and make other positive lifestyle choices. Using a personalized vitamin service is just one piece of your overall health puzzle.

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