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Transactions 11

Has been acquired by

Biomax Health Products

Penetrex, a leading joint & muscle relief and recovery brand, has been acquired by Wellbeam Consumer Health LLC, formerly Yukon Wellness Holdings LLC, and a portfolio company of American Pacific Group.

Penetrex was founded by Robert Farb after watching his wife suffer from Carpal Tunnel Syndrome. Farb was inspired to develop a product to address the needs of those experiencing joint and muscle discomfort. Since its founding in 2008, Penetrex relief and recovery cream has grown to be used by over two million consumers in over 65 countries and has become the #1 five-star rated product on Amazon, as well as an ‘Amazon’s Choice’ best-seller since 2009.

“I’m proud to have built Penetrex into an industry-leading relief and recovery brand and am confident that it will be elevated even further within the Wellbeam portfolio,” said Farb. “Hexagon Capital Alliance’s expertise in the consumer wellness and e-commerce categories were instrumental in the transaction process.  Their deep domain experience resulted in finding thoughtful partners in both American Pacific Group and Wellbeam.  I’m looking forward to seeing them apply their expertise, focus, and investment to extend and grow the Penetrex brand.”

Hexagon Capital Alliance represented Rob Farb and Penetrex as its exclusive sell-side financial advisor. For more information, please contact Brandon Clewett at [email protected].

About Hexagon Capital Alliance
Hexagon Capital Alliance LLC (“HCA”) is an Orange County, CA-based middle-market investment banking firm providing mergers & acquisitions, capital raise, and strategic advisory services. Founded in 1999 and previously known as Moss Adams Capital LLC, HCA spun-out from parent Moss Adams LLP and rebranded effective January 1, 2021. HCA professionals have 120 years of combined middle-market experience and have completed more than 250 transactions in Consumer, Industrial, and Healthcare sectors. For more information, please visit

About Wellbeam Consumer Health 

Wellbeam Consumer Health is a portfolio of ecommerce-focused wellness brands, including Eu Natural and Penetrex. Wellbeam is planning to expand its portfolio by accelerating existing brands and adding a curated selection of customer-centric, high-quality wellness brands. Wellbeam is building a differentiated and value-added portfolio, bringing best-in-class digital and ecommerce expertise while taking an omni-channel focus for expansion. Wellbeam brands aim to make a difference by enabling people to reach their wellness goals and live healthier lives. Learn more at:

“We were impressed

with the Hexagon team’s strategic advice and skills in negotiating and managing the diligence process. With their guidance, we were able to achieve a strong valuation and successful outcome for our team and shareholders.”

Bart DeClark

Flavor Infusion International, S.A.