Hugh Jackman starts every morning with it. Joe Rogan has called it essential. Lewis Hamilton invested in it. AG1, the $1.2 billion greens powder company formerly known as Athletic Greens, has become the most visible name in the wellness space, backed by some of the most recognizable figures on the planet. Two college students say it's still not good enough.
Michael Rubinov, an 18-year-old Vanderbilt freshman, and Andreas Calabrese, a 20-year-old University of Miami sophomore, are the founders of ForYou, a venture-backed health tech startup that launched earlier this month with a simple pitch: why would you take a supplement built for everyone when you could take one built specifically for you?
"AG1 is a great product, but it's the same formula for every single person who buys it," Rubinov said in a statement on Monday, April 13. "A 22-year-old college athlete and a 55-year-old executive have completely different needs. We built ForYou to actually account for that."
The platform works through a proprietary AI assessment that analyzes a user's biology, lifestyle, and health goals, then generates a custom powdered formula dosed to the milligram. The founders argue that this level of personalization is what separates ForYou from mainstream supplement brands like AG1. While many green powder products market themselves through long ingredient lists, Rubinov says those formulas often contain dozens of ingredients in doses too small to produce meaningful effects.
Each order is blended individually, and, according to a March press release, the company’s powder format is 137% more absorbable than the average capsule on the market.
It's an approach that sets ForYou apart not only from AG1 but also from IM8 Health, the wellness brand co-founded by David Beckham with backing from Mayo Clinic and NASA researchers. Both companies offer premium products, but neither personalizes at the individual level.
"Every major player in this space is selling the same thing in different packaging," Calabrese said. "We're the only ones building a formula that's actually yours. One person's ForYou is completely different from someone else's, down to the milligram."
Rubinov is no stranger to the industry. He entered ecommerce at 14 and scaled an NAD+ supplement brand to over $500,000 in monthly revenue before turning his attention to what he saw as the sector's biggest flaw. Calabrese, meanwhile, ran a crypto brokerage in Los Angeles
before joining as co-founder and leading the company's capital strategy. Together, they've positioned ForYou to close a seven-figure seed round from investors across ecommerce, health, and consumer tech.
"People told us we were too young to raise this kind of money," Rubinov said. "But we didn't start ForYou to prove anyone wrong. We started it because the problem was real and nobody else was solving it."
