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Paine Schwartz Invests in Family Wellness Brand

22 Oct

Summary

Paine Schwartz invested in First Day, a family wellness brand.
First Day offers clean-label vitamins and supplements for families.
Alice Li will continue to lead First Day with Paine Schwartz support.

Paine Schwartz Partners announced a strategic investment in First Day, Inc., a family-focused wellness brand, on October 22, 2026. The investment was made through Paine Schwartz Food Chain Fund VI and is in partnership with First Day's founder, Alice Li.

First Day, headquartered in Austin, Texas, offers clean-label vitamins, minerals, and supplements for all family members. Since its founding in 2019, the company has sold over half a billion gummies and serves millions of families through direct-to-consumer, Amazon, and retail channels.

Alice Li will continue as CEO, supported by Paine Schwartz. The firm's investment theme centers on health and wellness, building on its existing portfolio. Financial details of the transaction were not disclosed. Paine Schwartz highlights First Day's capital efficiency and brand trust among consumers seeking quality and efficacy in health products. The firm aims to support the company's future growth.

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