First Day

How Alice Built a Near $100M Vitamin Brand on Family Values

March 13th, 2025

Founded By

Alice Li

Monthly Revenue

$8.33M

Founders

Profitable

Yes

Year Started

2019

Customer

B2C

Founded By
Alice Li: Monthly Revenue
$8.33M

Founders
2: Profitable
Yes

Year Started
2019: Customer
B2C

Who is Alice Li?

Alice Li, founder and CEO of First Day, graduated from Yale University and previously worked in consulting before launching her company. Inspired by her family's struggle during the Great Chinese Famine, she created First Day to prevent nutritional trauma and promote health for future generations.

What problem does First Day solve?

First Day helps busy parents ensure their families get essential nutrients by offering easy-to-take supplements, tackling the modern challenge of nutrient-depleted diets.

Firstday.com

How did Alice come up with the idea for First Day?

Alice Li came up with the idea for First Day through a blend of personal history and attentiveness to the gaps in the wellness industry. Having experienced firsthand the consequences of nutritional deficiencies from her family’s experiences during China's famine, Alice was inspired to prevent such "nutritional trauma" in future generations. This personal connection to her family's struggles significantly influenced the mission of her company, aiming to make safe, effective supplements accessible to everyone.

Alice's thought process involved critical questioning of the supplements market: she wanted to understand what they truly did for consumers and why they were made the way they were. This led her to explore the space more rigorously, conducting deep-dive research by reaching out to numerous academics and industry experts. The insights she gained helped validate and refine her ideas, ensuring that her products would effectively address the modern dietary challenges families face today.

Facing skepticism from established industry figures who thought the market for multivitamins was shrinking posed a challenge. Rather than being dissuaded, Alice saw these comments as reminders that her mission was indeed bold and worthwhile. By focusing on evidence-based, scientifically-backed products that her consumers could trust, she forged ahead, proving the skeptics wrong with an approach that valued substance over hollow claims.

How did Alice Li build the initial version of First Day?

Alice Li, the founder of First Day, utilized a meticulous product development process for their multivitamins, focusing on the concept of "vanishing nutrients" to directly address nutrient loss due to modern agricultural practices. To create a scientifically validated formula, she cold-emailed hundreds of academicians from prestigious institutions like Harvard and Stanford and formed partnerships with a few that replied to her inquiries. These interactions informed the formulation of the product, incorporating modern scientific research to make it distinct in an overcrowded market. The initial prototype development and branding took place over several months before they achieved a sustainable business model in their first six months. Alice faced significant challenges educating herself in the field, which involved interviewing about 80 potential co-manufacturers to select suitable partners for producing the first batch, indicating a demanding and extensive early phase of testing and iteration.

What was the growth strategy for First Day and how did they scale?

First Day capitalized on social media platforms such as Facebook and Instagram to gain traction. Early on, they tested ads on these platforms to understand their customer acquisition costs and to target modern moms—the primary household purchasers who control 80% of household spending. This targeting was key in building a trusted relationship, encouraging repeat purchases.

Why it worked: Social media provides a direct line to the target audience—in this case, busy moms who appreciate convenience and trustworthiness in brands. By focusing on the buyer who holds significant purchasing power, First Day maximized their marketing spend effectively.

SEO and Content Marketing

First Day utilized SEO by integrating it into their website design and content strategy. The website was not only easy to navigate but was also intertwined with educational content about their products. This content informed potential customers about the benefits and scientific backing of the vitamins, building trust and authority in a crowded industry.

Why it worked: A well-optimized website serves both as a sales tool and a means to educate consumers. By focusing on SEO, First Day could attract organic traffic from people searching for reliable and family-friendly vitamins, which helped convert visitors into loyal customers.

Partnerships and Networking

Alice Li, the founder, engaged with academics from leading universities to gain insights and validate product formulations. Some of these relationships evolved into advisory roles, adding credibility to their products. Networking within the academic community helped build a scientific foundation that reassured skeptical consumers of the product's efficacy and honesty, differentiating First Day from competitors.

Why it worked: In a market filled with skepticism about supplement efficiency and safety, aligning with credible experts boosted consumer confidence and brand reputation. This indirect marketing approach established First Day not just as another wellness brand but as a trusted source of scientifically-backed nutritional support.

Customer Loyalty and Referrals

First Day prioritized creating a unique product experience that resonated with their customers. They focused fiercely on maintaining high product efficacy, ensuring that consumers felt a tangible difference. This approach naturally fostered word-of-mouth referrals, essential in supplementing their direct marketing efforts.

Why it worked: Since consumers are more likely to continue buying a product they feel a real benefit from, customer satisfaction led to organic growth. This trust led customers to refer their friends and family, effectively turning satisfied customers into brand ambassadors.

What's the pricing strategy for First Day?

First Day employs a subscription model offering multivitamins with family-sized packages, typically priced around $39 per bottle, and provides discounts for subscribers and first-time buyers.

What were the biggest lessons learned from building First Day?

Embrace Values-Driven Culture: First Day built success by prioritizing values and creating a supportive work environment where team members feel trusted and incentivized. This commitment to culture fostered collaboration and encouraged fulfillment of individual potential.
Adapt and Learn Quickly: The founder cold emailed hundreds of industry experts to learn and gain insights, proving the importance of being proactive in gaining knowledge. Persistence, even in the face of rejection, can lead to valuable connections and advisors.
Focus on Product Differentiation: Entering a crowded market like vitamins required First Day to create products that addressed genuine health concerns, such as vanishing nutrients. This ensured their offerings weren't just seen as interchangeable with competitors, enhancing customer loyalty.
Set Clear Milestones: The company emphasized having specific targets for profitability and scale within a defined timeframe, enabling them to rigorously test strategies and stay disciplined in their approach to growth.
Prioritize Customer Trust and Feedback: By closely listening to consumer needs and scientifically backing their products, First Day established trust, ensuring long-term customer retention and combating a market where skepticism is common.

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