First Day Vitamins Now Available at Target: Austin-Based Family Wellness Brand Expands Nationwide
One of Austin’s fastest-growing wellness startups just hit a major milestone. First Day, the family-first vitamin brand founded in 2019, is now officially available at Target stores nationwide and online at Target.com. The move marks the company’s first leap into retail after building a loyal customer base through direct-to-consumer channels.
With more than 100 million gummies sold and over 1 million families served, First Day’s expansion into Target aims to meet families where they already shop—bringing science-backed, tasty nutrition to store shelves across the country.
Clean, Effective, and Family-Focused
First Day’s Target launch includes a lineup of nine clean-label products formulated specifically for Kids, Teens, and Women. The range includes their signature multivitamins, magnesium, and pre+post probiotics—all in gummy form. Prices range from $29.99 to $39.99, and the Target selection will also feature exclusive flavors not available elsewhere.
Here's a look at what's now available at Target for Kids, Teens & Women:
- The "No-Junk" Multi
- Pre+Post Probiotic
- Nighttime Reset Magnesium
Each product reflects the brand’s commitment to what it calls the “No Junk” standard—formulas made without dyes, fillers, artificial sugars, or unnecessary ingredients. All vitamins are created using clinically studied nutrients to ensure maximum effectiveness and absorption.
From Austin Startup to National Shelves
Founded in Austin, Texas, First Day was created by Alice Li and a small team with a mission to rethink the crowded vitamin aisle.
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“First Day was born out of a simple but deeply personal belief that families deserve better options when it comes to nutrition,” said founder Alice Li. “So many products on the shelf are filled with unnecessary ingredients or compromise on taste, making it harder for families to stay consistent. Launching at Target allows us to bring thoughtfully formulated, science-backed products to more families in a place they already trust and visit regularly. This moment represents years of listening, learning, and building with intention.”
First Day has been awarded the Clean Label Project Purity Award, ensuring that every product is tested for over 200 potential contaminants like heavy metals—reinforcing the brand's commitment to safety, transparency, and trust.
A Mission to Transform Family Health
As one of the fastest-growing family supplement brands in the U.S., First Day isn’t slowing down. The company’s long-term mission is ambitious: to make 1 billion people healthier by transforming the way families approach daily nutrition.
This retail launch in Target stores is a big leap toward that goal, giving shoppers access to trusted wellness solutions while they’re already picking up groceries or essentials for their households.
Where to Buy
You can now find First Day vitamins in-store at select Target locations or online at Target.com by searching “First Day vitamins.”
For more information about First Day’s philosophy and product offerings, visit firstday.com.
Tiffany Krenek has been on the My Neighborhood News team since August 2021. She is passionate about curating and sharing content that enriches the lives of our readers in a personal, meaningful way. A loving mother and wife, Tiffany and her family live in the West Houston/Cypress region.