Wellbeam Consumer Health

What Wellbeam Consumer Health does

Wellbeam Consumer Health is a San Francisco-headquartered, e-commerce-focused consumer wellness holding company that aggregates and operates a portfolio of digitally-native brands across skincare, nutritional supplements, and topical pain relief. The company's portfolio comprises four wholly-owned brands: Eu Natural (botanical supplements targeted at women's hormonal and reproductive health), Penetrex (joint and muscle relief cream trusted by 2M+ consumers across 65+ countries since 2008 and the #1 five-star rated product on Amazon since 2009), TruSkin (plant-powered skincare and serums, including the #1 best-selling facial serum on Amazon and patent-pending Longevity and Collagen lines launched in 2023 plus an SPF 30 mineral sunscreen launched in 2025), and BioTRUST Nutrition (a 25-SKU portfolio of science-based products spanning protein, collagen, healthy aging, anti-aging, and digestive health). Core product differentiation rests on formulation science (botanical-infused ingredients, novel actives such as snow algae and Bakuchiol) rather than a proprietary software platform; no AI/ML technology, APIs, or integrations are disclosed.

The business model is a multi-brand CPG roll-up executed via direct-to-consumer e-commerce (brand-owned websites), dominant Amazon marketplace listings, and an expanding brick-and-mortar retail presence in Target, Walmart, CVS, and Walgreens. Pricing follows unit-pricing per SKU, with mass-market positioning on Penetrex ($18.95-$24.95) and premium positioning on TruSkin serums; the company describes its motion as "data-driven DTC performance marketing" (most prominently at BioTRUST) layered on top of organic marketplace ranking. The company serves long-tail individual wellness consumers across digitally-native and physical retail channels, with no enterprise customer concentration and no subscription model disclosed.

Wellbeam is backed by San Francisco-based private equity firm American Pacific Group ($450M AUM), and the platform was assembled between January 2021 and January 2022 under CEO Chris Marschall, who joined in February 2021 from prior CPG/OTC healthcare roles at Bausch + Lomb, Pfizer Consumer Healthcare, and Wyeth Consumer Healthcare. The holding company was originally incorporated as Yukon Wellness Holdings LLC and rebranded to Wellbeam Consumer Health LLC on March 31, 2021, coinciding with its second brand acquisition. The company employs 51-100 people, holds no known patents (only pending formulations) and no regulatory certifications, and pursues ongoing platform expansion via founder outreach and PE-funded add-on M&A.

Name

Wellbeam Consumer Health

Legal name

Wellbeam Consumer Health LLC

Website

https://wellbeam.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

51–100 employees

Short description

Wellbeam Consumer Health is a San Francisco-based PE-backed holding company operating a portfolio of four e-commerce wellness brands (TruSkin skincare, Eu Natural supplements, BioTRUST nutrition, Penetrex joint relief) sold via DTC websites, Amazon, and major US retailers.

Ownership category

akta.pro rank

Product category

Consumer Wellness (Skincare, Supplements, Topical Pain Relief)

NAICS

Food (Health) Supplement Retailers (456191), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561), Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro industry

PRIMARYCRADAGAM

Healthy Aging & Cognitive Support Supplements

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Vitamins, Supplements & Sports Nutrition

SECONDARYCRADAGAE

Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Vitamins, Supplements & Sports Nutrition

SECONDARYCRADANAC

Hand & Body Care (Lotions, Creams, Body Oils)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Consumer Fragrances & Personal Care Manufacturing (Non-cosmetic)

Keywords

• Consumer wellness products
• Dietary supplements
• Skincare serums
• Joint pain relief
• E-commerce wellness brands

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales

Revenue model

1. Consumer Wellness Product Sales: Wellbeam generates revenue through the sale of differentiated consumer wellness products across four main brands: TruSkin (skincare, plant-powered serums), Eu Natural (botanical supplements, hormonal/reproductive health), BioTRUST (nutrition for healthy aging, protein, collagen), and Penetrex (joint and muscle relief). Revenue is generated through direct-to-consumer e-commerce websites, major online marketplaces (primarily Amazon), and brick-and-mortar retail partners.
2. Multi-Channel E-commerce Revenue: The company operates across multiple sales channels including proprietary DTC websites (eunatural.com, truskin.com, biotrust.com, penetrex.com), Amazon marketplace (where TruSkin holds #1 best-selling facial serum and Penetrex is #1 rated), and physical retail (Target, Walmart, CVS, Walgreens). This omni-channel approach provides revenue diversification and customer acquisition touchpoints.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Wellbeam Consumer Health is a holding company that owns and operates a portfolio of four e-commerce-focused consumer wellness brands. It sells botanical supplements (Eu Natural), plant-powered skincare serums (TruSkin), science-based nutrition products for healthy aging (BioTRUST), and joint and muscle relief cream (Penetrex) directly to consumers through its own DTC websites, Amazon, and brick-and-mortar retail partners including Target, Walmart, CVS, and Walgreens.

Product overview

Wellbeam Consumer Health is a diversified portfolio company comprising four eCommerce-focused wellness brands operating across digital marketplaces and brick-and-mortar retail: Eu Natural (botanical supplements for hormonal/reproductive health), TruSkin (plant-powered skincare and serums including the #1 best-selling facial serum on Amazon), BioTRUST (science-based nutrition for healthy aging with protein, collagen, and anti-aging products), and Penetrex (joint and muscle relief cream). The company operates an omni-channel strategy with distribution across Amazon, Target, Walmart, CVS, Walgreens, and proprietary DTC websites.

Differentiator

Problem solved

Functional benefit

Brands

• Eu Natural: Leading digitally-native provider of pure and potent botanical supplements, specializing in women's hormonal and reproductive health
• TruSkin
• BioTRUST
• Penetrex

Products and services

• Eu Natural A leading digitally-native provider of pure and potent botanical supplements, specializing in women's hormonal and reproductive health. Sold to consumers via DTC e-commerce and marketplace channels.
• TruSkin A fast-growing, omni-channel skincare and leading serums brand with plant-powered, high-quality, clean products built around the Skin Friendly, Skin Nutrition philosophy. Includes the #1 best-selling facial serum on Amazon.
• BioTRUST Nutrition

Quantifiable outcome

• Penetrex has been trusted by over 2 million consumers in over 65 countries
• +4 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• PPA Tour (Professional Pickleball Association)minorGTM or Marketing Partner · 21 March 2023Penetrex, a Wellbeam Consumer Health brand, partnered with the Carvana Professional Pickleball Association (PPA Tour) as the Official Joint and Muscle Cream. The partnership provides tournament attendees with access to Penetrex's pain relief products and supports the growing pickleball community's active lifestyle needs. PPA Tour hosts 25 events annually awarding over $5.5 million in prize money.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Hum Nutrition: DTC vitamins and supplements brand focused on women's health and beauty-from-within. Directly comparable to Wellbeam's Eu Natural and BioTRUST for the digitally-native women's supplement and 'healthy aging' positioning.
• Ritual: DTC multivitamin and supplement brand with strong Amazon and DTC presence, positioned around clean ingredients and traceable supply. Closely comparable to BioTRUST and Eu Natural on digitally-native supplement distribution.
• Care/of: Personalized DTC vitamins and supplements brand acquired by Bayer. Comparable to BioTRUST and Eu Natural on digitally-native supplement marketing and personalized wellness positioning.
• The Honest Company: Public clean consumer products company spanning baby, personal care, and wellness with strong DTC and retail (Target) distribution. Closely comparable to Wellbeam's portfolio approach of clean, plant-powered wellness brands across categories.
• The Ordinary (DECIEM): Affordable, science-driven skincare serums brand owned by Estée Lauder. Direct comparable to TruSkin on serum-led, ingredient-forward skincare positioning and Amazon/DTC distribution.
• Beautycounter: Clean beauty and skincare brand with both DTC and retail distribution. Comparable to TruSkin on clean, plant-based skincare and the broader 'clean wellness' positioning Wellbeam's portfolio pursues.
• Drunk Elephant (Shiseido): Premium clean skincare brand owned by Shiseido, distributed through Sephora and DTC. Comparable to TruSkin on the clean, plant-powered, premium skincare positioning, though at a higher price point and prestige channel.

Broad incumbents

• Olly (Unilever): Mass-market gummy vitamins and beauty supplements brand now owned by Unilever. Comparable to BioTRUST and Eu Natural on supplement positioning but operates as part of a much larger portfolio with broader distribution.
• CeraVe (L'Oréal): L'Oréal-owned mass skincare brand with strong Amazon and drugstore (CVS, Walgreens) presence. Direct comparable on retail distribution channels and mass-market skincare positioning, but operates at incumbent scale.

Others

• Penrose Capital-backed wellness platforms: Aggregator of clean wellness and personal care brands (Unite Nature, etc.) under consumer brand roll-up strategy. Comparable to Wellbeam on the PE-backed DTC wellness brand roll-up playbook and shared back-office/value-creation model.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/wellbeam

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries4 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A3 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wellbeam Consumer Health