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Carlin Consumer Health Acquires Penetrex from Wellbeam Consumer Health

May 1, 2024

NEW YORK–()–Carlin Consumer Health (“Carlin”), a preeminent consumer health business that specializes in acquiring leading over-the-counter (“OTC”) brands, today announced that it has acquired PENETREX® (“Penetrex”) from Wellbeam Consumer Health (“Wellbeam”). The financial terms of the transaction were not disclosed.

Penetrex is a leading joint and muscle care brand trusted by millions of consumers. As part of the transaction, Penetrex will now become a brand within the Carlin Consumer Health portfolio.

“We are very excited to add Penetrex to our portfolio of leading OTC brands,” said Wael Fayad, Chairman of Carlin Consumer Health and a Partner at Hildred Capital. “We believe that Penetrex will be an important driver of Carlin’s growth in the years to come and is highly complementary to the world-class consumer health brands that are in our portfolio.”

“Penetrex is an ideal fit for Carlin’s portfolio and their team’s experience and expertise in the consumer health market will be instrumental in helping to further grow and expand the brand,” said Chris Marschall, CEO of Wellbeam Consumer Health. “We wish the Carlin team success as they work to seamlessly integrate Penetrex into their growing portfolio.”

Founded in 2022, Carlin Consumer Health is sponsored by Hildred Capital, Bourne Partners Strategic Capital, and The Emerson Group—and markets leading consumer health brands.

Sidley Austin LLP served as legal adviser to Carlin. Lincoln International acted as exclusive financial adviser and Jones Day as legal adviser to Wellbeam.

About Carlin Consumer Health

Founded in 2022 and based in New York, NY, Carlin is a consumer health business uniquely positioned to acquire leading over-the-counter brands. Carlin was formed by leading sponsors, Hildred Capital, Bourne Partners Strategic Capital, and The Emerson Group. For more information, please visit

About Wellbeam Consumer Health

Wellbeam Consumer Health is a diversified portfolio of differentiated wellness brands, including TruSkin, Eu Natural, and BioTRUST. Wellbeam is accelerating its brands by expanding on its eCommerce strength and leadership, building out a growing omni-channel retail presence, and launching meaningful new product innovation. Wellbeam brands aim to make a difference by enabling people to reach their wellness goals and live healthier lives. Wellbeam is backed by American Pacific Group. For more information, please visit

About Hildred Capital

Hildred Capital is a healthcare-focused private equity firm that specializes in operationally-intensive, control-oriented investments in lower middle-market companies. Hildred partners with innovative and growth-oriented management teams to build high-quality businesses. The Hildred team possesses extensive experience across the healthcare industry, and seeks to leverage its unique blend of strategic, financial, commercial and operational acumen to drive strategic growth and create value for its portfolio companies and investment partners. Hildred currently has more than $1.5 billion in assets under management. For more information, please visit and follow the firm on LinkedIn.

About Bourne Partners Strategic Capital

Headquartered in Charlotte, N.C., Bourne Partners Strategic Capital (“BPSC”) is a private equity and growth equity investment firm focused exclusively on the pharmaceutical, pharma services and consumer healthcare sectors (10 current portfolio companies). As owners and operators with over 20 years of experience, BPSC has investment, strategic and operational experience in companies ranging from $5M to $3B in equity value and seeks to align and partner with management teams and other owners in these sectors to grow their business. BPSC is a related company of Bourne Partners, which offers investment banking and advisory services in the same key focus areas. For more information, please visit Bourne Partners Strategic Capital at

About The Emerson Group

The Emerson Group is a consumer products equity organization singularly focused on brands reaching maximum potential that connect over-the-counter health and beauty brands to loyal shoppers. The Emerson Group specializes in strategic planning, category assessments, due diligence, acquisition, and feasibility studies. The Emerson Group also provides the efficient logistics infrastructure necessary to build brands and offers data and shopper insights for making connections between brands and their target consumers. The Emerson Group leads the industry as a retail partner of choice and provides advanced analytical tools and research for proprietary insights.