Paine Schwartz Partners Completes Strategic Investment in Wellness Brand First Day
Paine Schwartz Partners, a private equity firm specializing in sustainable food chain investing, has announced a strategic investment in First Day Life, Inc. through its Food Chain Fund VI. The deal was made in partnership with First Day founder Alice Li to accelerate the growth of the Austin-based wellness brand. First Day specializes in clean-label vitamins and supplements for families, utilizing science-informed formulations sold via direct-to-consumer, Amazon, and retail channels. Since its inception in 2019, the company has achieved significant scale, selling over half a billion gummies to more than one million families. While financial terms were not disclosed, the investment aligns with Paine Schwartz's health and wellness thesis. The firm aims to leverage its experience scaling 'better-for-you' brands—such as Suja Life and Promix—to support First Day in becoming a defining omnichannel family health brand.
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Topics: consumer goods private equity strategic investment wellness industry