Penuma
Penuma (operating as Himplant) is a Beverly Hills-based medical device company that developed the first FDA-cleared silicone penile implant for cosmetic male enhancement, selling through a global network of trained physicians at $10,500-$19,000 per procedure.
- Company typePrivate
- Founded2004
- HeadquartersBeverly Hills, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Penuma does
Penuma, operating commercially as Himplant, is a Beverly Hills-based medical device company founded in 2004 that developed the first FDA-cleared silicone penile implant for cosmetic male enhancement. The core product, Himplant®, is a soft medical-grade silicone implant designed to deliver an average girth increase of 1-2 inches with potential improvements in flaccid length, and is backed by a limited lifetime warranty. The company complements the implant with the Himplant POV mobile app, an AI-powered simulation tool available on iOS and Android that generates personalized before-and-after previews from a single front-angle photograph.
The business operates a direct-to-consumer model in which prospective patients complete an online eligibility screening (with provisional clearance typically within three days) and are then routed to a network of trained physicians. Procedures are one-time surgical events priced at $10,500-$19,000, with average pricing of $13,000-$19,000, and patients may add procedures such as circumcision or suprapubic fat removal. Revenue is generated entirely through surgical procedure fees performed by network physicians, and Penuma monetizes by supplying the implant and supporting the physician network rather than operating clinics directly.
The company has expanded beyond its Beverly Hills headquarters under the leadership of Dr. James Elist, the implant's inventor, building a global provider network across multiple U.S. metropolitan areas and international markets including Dubai (UAE), Riyadh (Saudi Arabia), Amman (Jordan), Istanbul (Turkey), and several Latin American countries (Colombia, Mexico, Chile). Marketing is multi-channel, combining a knowledge hub ("HimFACTS"), before/after galleries and testimonials, a physician finder, earned media in outlets such as Men's Health and BuzzFeed, and the AI-powered POV app as a top-of-funnel engagement tool.
Penuma firmographics
Firmographics- Name
- Penuma
- Legal name
- Himplant
- Website
- https://penuma.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Penuma (operating as Himplant) is a Beverly Hills-based medical device company that developed the first FDA-cleared silicone penile implant for cosmetic male enhancement, selling through a global network of trained physicians at $10,500-$19,000 per procedure.
- Ownership category
- akta.pro rank
Where Penuma is headquartered
LocationHeadquarters
- HQ city
- Beverly Hills
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Penuma business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Marketing or Sales, Personnel, Technology or R&D, Supply Chain
Revenue model
- Surgical Procedure Revenue: One-time surgical procedure fees for penile implant surgery. Cost varies based on patient anatomy, surgeon, and add-on procedures (e.g., circumcision, suprapubic fat removal). Most patients pay $10,500–$19,000 with average pricing at $13,000–$19,000.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Himplant® Cosmetic Penile Enhancement Surgery |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Penuma product offering
Product offeringCore offering
Penuma develops, manufactures, and distributes the Himplant® penile implant — the first FDA-cleared silicone implant for cosmetic male enhancement — delivering an average 1–2 inch girth increase with a concealed scar, removable design, and limited lifetime warranty. The implant is delivered through a global network of trained surgeons across the United States, Middle East, Latin America, and Europe, with patients typically paying a one-time surgical fee of $10,500–$19,000. The company also offers the Himplant POV App, an AI-powered mobile simulation tool that shows prospective patients personalized before-and-after previews before they commit to surgery.
Product overview
Penuma offers the Himplant® as its core product — the world's first FDA-cleared penile implant for cosmetic male enhancement, made from soft medical-grade silicone. The company complements this with the Himplant POV App, an AI-powered simulation tool that allows prospective patients to visualize potential results before committing to the procedure. Pricing ranges from $10,500–$19,000 with an average of $13,000–$19,000, and the implant includes a limited lifetime warranty.
Differentiator
Problem solved
Functional benefit
Brands
- Himplant® POV App: AI-powered simulation app that provides realistic previews of Himplant® results before and after procedures
Products and services
- Himplant® Penile Implant The world's first FDA-cleared penile implant for cosmetic male enhancement, made from soft medical-grade silicone to deliver an average girth increase of 1–2 inches with potential improvements in flaccid length, a concealed scar, and a removable design covered by a limited lifetime warranty; intended for adult men seeking elective cosmetic enhancement and implanted by trained physicians across the company's global provider network.
- Himplant POV App Private, AI-powered mobile application available on iOS and Android that takes a user-uploaded front-angle photo and generates a realistic personalized before-and-after simulation preview of potential Himplant® results without requiring commitment to surgery; intended for prospective patients in the top-of-funnel research and consideration phase.
Quantifiable outcome
- Average girth increase of 1-2 inches observed across thousands of patients
- +1 more outcomes
Companies that use Penuma
Customer profileSegments1 record
Ideal customer profiles2 records
Penuma technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature3 records
Penuma partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights4 records
Penuma competitors and assessment
Company assessmentEmerging players
- Hims & Hers Health: Direct-to-consumer men's health and wellness platform offering telehealth, prescription treatments, and consumer products. Comparable as a D2C men's wellness brand reaching the same end-demographic via online acquisition funnels, though focused on non-implant offerings.
- Ro: Direct-to-consumer digital health company operating men's health (Roman) and women's health brands with telehealth and prescription fulfillment. Comparable for its D2C men's wellness positioning and online conversion model even though it does not sell implants.
Broad incumbents
- Establishment Labs: Medical technology company focused on breast implant aesthetics and reconstruction. Comparable as a premium cosmetic implant company with a similar FDA-clearance-driven positioning in elective aesthetic surgery and a physician-network distribution model.
- AbbVie (Allergan Aesthetics): Global pharmaceutical and aesthetics major that owns Allergan Aesthetics, a broad portfolio of cosmetic implants, fillers, and body-contouring products. Comparable as a broader incumbent in cosmetic implantable devices, though it does not focus on penile implants.
- Galderma: Global dermatology and aesthetics company offering injectable aesthetics, skincare, and therapeutic dermatology products. Comparable as a broad aesthetics incumbent with adjacent men's wellness and procedural offerings, though not focused on implants.
- Sientra: Medical aesthetics company selling breast implants and other body-contouring products through board-certified plastic surgeons. Comparable as a focused cosmetic implant manufacturer leveraging a physician-network distribution model similar to Penuma's.
Direct peers
- Coloplast: Global medical device company that manufactures silicone penile implants (Titan, Genesis) primarily for erectile dysfunction treatment. Directly comparable as another manufacturer of silicone penile prostheses with physician-driven distribution, though Coloplast targets functional rather than cosmetic use.
- Boston Scientific: Medical device major that sells penile implants through its AMS (American Medical Systems) portfolio (AMS 700, Ambicor). Comparable as a direct penile implant competitor with established physician relationships, regulatory infrastructure, and broader urology scale.
- Zephyr Surgical Implants: Swiss manufacturer of malleable and inflatable penile implants marketed internationally. Directly comparable as a specialty penile implant competitor targeting similar urology and aesthetic physician networks across multiple geographies.
- Rigicon: Specialty urological implant company offering inflatable and malleable penile prostheses (Infla10, Rigi10). Directly comparable as a focused penile implant manufacturer competing for similar physician customers globally.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Penuma social profiles
Digital presencePenuma compliance and trust
Trust signalCompliance3 records
Penuma financial estimates
Financial estimateRevenue estimate
Valuation estimate
Penuma leadership team
Management profileNumber of profiles
Profiles1 record
Penuma funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Penuma M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Penuma
What does Penuma do?
Penuma develops, manufactures, and distributes the Himplant® penile implant — the first FDA-cleared silicone implant for cosmetic male enhancement — delivering an average 1–2 inch girth increase with a concealed scar, removable design, and limited lifetime warranty. The implant is delivered through a global network of trained surgeons across the United States, Middle East, Latin America, and Europe, with patients typically paying a one-time surgical fee of $10,500–$19,000. The company also offers the Himplant POV App, an AI-powered mobile simulation tool that shows prospective patients personalized before-and-after previews before they commit to surgery.
Is Penuma a public or private company?
Penuma is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Penuma founded?
Penuma was founded in 2004. It employs 1 to 10 people.
Where is Penuma based?
Penuma is headquartered in Beverly Hills, United States, in the North America region.
How does Penuma make money?
One revenue line is on record: surgical Procedure Revenue.
Who are Penuma's main competitors?
Emerging players on record are Hims & Hers Health and Ro. Broad incumbents are Establishment Labs, AbbVie (Allergan Aesthetics), Galderma and Sientra. Direct peers are Coloplast, Boston Scientific, Zephyr Surgical Implants and Rigicon.
Does Penuma have an API?
No public API is recorded for Penuma.