MEDIPEEL, the derma beauty brand majority-owned by Morgan Stanley Private Equity Asia, has appointed Jason Wi as its new Chief Executive Officer. The company said the leadership transition marks the beginning of a comprehensive restructuring of its global operations aimed at building a more resilient and scalable operating model to support sustained international growth.
Under Wi’s leadership, MEDIPEEL has launched an operational transformation designed to strengthen its global footprint and enhance its competitive positioning in sophisticated international markets. The company is shifting from a traditional export-heavy model toward a localized, partnership-driven strategy intended to create a more structured and agile operating system while reinforcing its identity as an efficacy-focused derma beauty brand.
Wi brings experience in strategic consulting and investment, having previously worked at McKinsey & Company and SoftBank Ventures Asia. He has a track record of scaling high-growth platform businesses and leading the overseas expansion of multiple K-culture ventures. MEDIPEEL plans to leverage his global network and operational expertise to accelerate its ambitions in the global beauty market.
The company also intends to integrate AI and data-driven methodologies into its operations. Planned initiatives include optimizing supply chain management and strengthening customer engagement capabilities to improve long-term operational efficiency and returns. Backed by Morgan Stanley PE’s global resources, MEDIPEEL aims to build a durable operating framework capable of navigating volatile market conditions while supporting continued international expansion.
MEDIPEEL is the flagship brand of SKINIDEA, which operates under MDP Holdings, a portfolio company of Morgan Stanley PE Asia. SKINIDEA exports to more than 75 countries and develops skincare products that combine premium ingredients with patented dermatological technology, supported by research and clinical trials.
KEY QUOTES
“The sustainable success of K-beauty brands on the global stage depends on two critical pillars: a distinctive brand heritage and an institutionalized operating system that can sustain it. We will focus on strengthening strategic global alliances while elevating our internal standards to transform MEDIPEEL into a world-class, trusted beauty platform.”
Jason Wi, Chief Executive Officer of MEDIPEEL
