Co-founders Daniel and Rachel realized through their own personal experiences, that the supplements market in the US lacked an option that is truly personalized.
There are plenty of one-size-fits-all multivitamins, but almost all contain additional fillers, unnatural ingredients, or other irritants. Even the personalized vitamins are missing the key data sources that make them truly personalized - your genetic blueprint and blood level data.
So when they couldn’t find a vitamin product on the market that contained ingredients proven to have a beneficial impact on health, they created one. Rootine.