First Day, an Austin, Texas-based family wellness and nutritional supplements company, has received a strategic investment from Paine Schwartz Partners through Paine Schwartz Food Chain Fund VI. The transaction was announced on October 22, 2026, and completed in partnership with First Day founder and CEO Alice Li.
The financial terms of the investment were not disclosed. Paine Schwartz Partners will support First Day’s next phase of growth, with Li continuing to lead the company.
Founded in 2019 by Alice Li, First Day develops vitamins, minerals and dietary supplements for children, teenagers and adults. Its product portfolio includes multivitamins, magnesium supplements, tribiotic formulations and brain-support products. The company sells its products through its direct-to-consumer website, Amazon and retail channels.
First Day focuses on supplements formulated with clinically studied nutrients and without artificial sugars, dyes or unnecessary fillers. According to the investment announcement, the company has sold more than 500 million gummies since 2019 and serves over one million families.
The investment aligns with Paine Schwartz Partners’ health and wellness investment strategy, which includes holdings in Promix, Suja Life and BetterCo Holdings.
Paine Schwartz Partners is a US-based private equity firm focused on investments across the food and agribusiness value chain. The firm manages approximately $6.5 billion in assets and invests across two principal themes: productivity and sustainability, and health and wellness.
Through the partnership, Paine Schwartz intends to support First Day’s continued development as a family-focused wellness brand across online and retail distribution channels.
