SAN FRANCISCO, CA (January 13, 2021) – American Pacific Group (“APG”), a San Francisco-based private equity firm, announced today that an APG affiliate, together with Joe Falsetti of Dana Holdings LLC, has formed Yukon Wellness Holdings LLC (“Yukon Wellness”), a company that will serve as a platform to acquire and grow consumer wellness brands. Simultaneously, Yukon Wellness acquired Eu Natural, a fast-growing provider of vitamin and mineral nutritional supplement products.

Yukon Wellness is at the intersection of several key trends in the industry, including increased consumer focus on wellness & self-directed care, shift in channel share from traditional retail to ecommerce channels, and the emergence of at-scale ecommerce sellers in search of growth support. Yukon Wellness will maintain centers of excellence in areas including market strategy, branding, product development, regulatory, and supply chain management to support ecommerce-focused wellness brands.

Founded in 2013, Eu Natural has established a digitally native wellness brand focused on growing both its portfolio of high-quality products and its ability to effectively serve customers on an omnichannel basis. Eu Natural’s product portfolio targets several functional areas including reproductive health and beauty.

Vinay Amin, Eu Natural’s Founder and Brand President, said, “Eu Natural was founded with the simple goal of empowering its customers and their health. Since 2013, we have worked to build an extensive product portfolio, a great team, and a strong base of highly valued customers. We are excited to join the Yukon Wellness platform as we collectively work towards delivering high-quality wellness products to consumers.”

Fraser Preston, Managing Partner at APG, commented, “We are excited to launch Yukon Wellness and to welcome Eu Natural as the platform’s first acquisition. We have been impressed by what the Eu Natural team has achieved in recent years and look forward to working with them to drive continued growth for Eu Natural and for the other businesses we hope to partner with through the Yukon Wellness platform.”

About American Pacific Group

American Pacific Group is a San Francisco-based private equity firm with $450 million of capital under management that pursues control investment opportunities primarily in North America. It focuses on complex businesses and transactions across sectors with a particular focus on technology. Together, with management teams and in-house operating partners, American Pacific Group drives sustainable growth in its portfolio companies through the “Q Process,” a proprietary and tested approach to value creation. For more information, please visit www.americanpacificgroup.com.

About Dana Holdings

Founded in 2004, Dana Holdings is a private investment group focused on acquiring and growing consumer healthcare and personal care brands. Dana’s principals have extensive operating knowledge of branded personal care and OTC products as former owner-operators. Dana has invested or advised in over $1 billion in buyout acquisitions, growth equity investments and mezzanine financing.

About Yukon Wellness Holdings LLC

Yukon Wellness Holdings LLC is creating a portfolio of ecommerce-focused wellness brands, starting with its initial acquisition, Eu Natural. Yukon plans to build upon this first investment by adding a curated selection of customer-centric, high-quality wellness brands that address the needs of consumers focused on their well-being, enabling them to reach their wellness goals. Yukon’s brands aim to support all people in their efforts to live healthier lives. Learn more by reaching out to yukon@americanpacificgroup.com.

About Eu Natural

Eu Natural is a fast-growing, digitally native provider of vitamin and mineral nutritional supplement products with a strong portfolio of high-quality brands and an omnichannel distribution footprint. Eu Natural’s products focus on several functional areas including reproductive health and beauty. More information is available at eunatural.com.