For Alice Li, starting First Day was never about creating a big company—it was about doing good in the world. As a Chinese American, she saw the lasting effects of her grandparents’ experiences during the Great Chinese Famine of the 1950s. “I really saw that lack [of nutrients] in a critical time in their life, continue to impact them as they aged,” Alice says.
She wanted to ensure other families wouldn’t face similar health setbacks, so she launched First Day supplements to make it easier for people—especially children—to get the nutrients they need.
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Backing the products with science
In a crowded supplements market, Alice saw an opportunity to make a better product. “When you look at supplements, it’s literally an industry known for snake oil,” she says.
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Determined to raise the bar, she spent the company’s early days reading scientific papers and talking to professors and medical professionals—some of whom later became First Day advisers. “There’s so much incredible science validated by scientists and doctors and academics that isn’t used in [other] products,” Alice says.
Marketing to the biggest influencers: moms
One of the first challenges Alice faced was educating customers on the difference First Day products could make. Alice realized that mothers wield the most influence for two key reasons. “Moms control 80% of household spending,” she explains. “And almost all of them purchase for multiple members of the family.”
Focusing on moms ensures more people benefit from the vitamins. Plus, First Day has maintained steady growth because of the increased lifetime value through just one customer type.
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Building for profitability
Because First Day’s mission and customer trust matter so deeply, Alice aimed to build a sustainable, long-lasting company from day one. She prioritized profitability to ensure families could keep benefiting from the brand’s impact. Alice set targets for customer acquisition costs and run rate to maintain healthy unit economics. The goal was to hit profitability six months from launch—a deadline First Day beat by one month.
The company is now a nine-figure brand, but Alice admits doubts still creep in about whether the economics are working as intended. “ It’s really like every six months it’s a brand new job,” she says.
To learn more about First Day’s values and how it has differentiated itself, listen to Alice’s full interview on Shopify Masters.