Paine Schwartz Partners Makes Strategic Investment in First Day, a High-Growth, Family-Focused Wellness Brand

NEW YORK, Oct. 22, 2026 /PRNewswire/ -- Paine Schwartz Partners ("Paine Schwartz"), the largest private equity firm dedicated to sustainable food chain investing, today announced that Paine Schwartz Food Chain Fund VI has successfully completed a strategic investment in First Day Life, Inc. ("First Day" or the "Company"), a family-focused wellness brand, in partnership with founder Alice Li. This investment aligns with Paine Schwartz's health and wellness core investment theme and builds on the firm's track record in the consumer and better-for-you space, including its current investments in Promix, Suja Life, and BetterCo Holdings. Financial terms of the transaction were not disclosed.

Headquartered in Austin, TX, First Day offers science-informed, clean-label vitamins, minerals, and supplement products designed for the whole family. The Company's products include high-bioavailability multivitamin, magnesium, tribiotic, and brain-support formulations sold through direct-to-consumer, Amazon, and retail channels. Since 2019, First Day has sold over half a billion gummies, helping millions of families live healthier days.

Founder and CEO Alice Li, who has led First Day since inception, will continue to lead the Company with support from the Paine Schwartz team. "Our mission is to help families live healthier lives," said Alice Li. "We're making clinical science approachable through products that deliver meaningful results. Paine Schwartz sees not just what we've built, but the full potential of what we can achieve. Their experience scaling better-for-you brands, combined with their conviction in our mission, makes them an exceptional partner as we build a defining omnichannel family health brand that supports every member of the family, at every stage of life, wherever they shop. I'm incredibly excited about what we'll build together. We're just getting started."

Kevin Schwartz, Chief Executive Officer of Paine Schwartz, said, "First Day is directly aligned with our core thesis of investing in health and wellness companies that provide access to healthier, more nutritious products. In a category where consumers are increasingly focused on ingredient quality and efficacy, Alice has built a brand that stands apart, scaling First Day with remarkable capital efficiency while earning the trust of over one million families. We look forward to partnering with her and the team and supporting the Company's next phase of growth."

Perella Weinberg Partners served as financial advisor and Greenberg Glusker LLP served as legal counsel to First Day. Morrison & Foerster LLP served as legal advisor to Paine Schwartz Partners on this transaction.

About Paine Schwartz Partners
Paine Schwartz Partners is the largest private equity firm dedicated to sustainable food chain investing, with ~$6.5 billion of AUM and over 20 years of experience. The firm invests across specific segments of the food and agribusiness value chain, with a focus on two core investment themes: productivity and sustainability and health and wellness. Through its proactive, thesis-driven approach, the firm targets value-added and differentiated companies and makes primarily control buyout investments, with a smaller allocation to growth companies. For further information, please see www.paineschwartz.com.

About First Day
Founded in 2019, First Day is one of the fastest-growing health and wellness brands, creating science-backed vitamins and supplements designed for the whole family. Known for its No Junk commitment, First Day formulates products without artificial sugars, dyes, fillers, or unnecessary ingredients, using clinically studied nutrients that are designed for optimal absorption. Trusted by over 1 million families, First Day continues to set a new standard for clean, effective, and delicious nutrition. For further information, please see www.firstday.com.

Contacts:
Paine Schwartz Media Contact
Andy Brimmer / Aaron Palash
Joele Frank, Wilkinson Brimmer Katcher
+1 212-355-4449

SOURCE Paine Schwartz Partners