Derma-Beauty Firm MDP+ Appoints Jason Wi as CEO
MDP+, a derma-beauty company majority-owned by Morgan Stanley Private Equity Asia, has appointed industry veteran Jason Wi as its new CEO. Wi will be tasked with driving global operational excellence and spearheading the brand's international expansion. The appointment is part of an operational transformation to elevate the brand's position in the derma-beauty market.
- MDP+ is the export-exclusive brand of MEDIPEEL, the flagship brand of parent company SKINIDEA, which exports its products to over 75 countries. - New CEO Jason Wi previously worked at McKinsey & Company and SoftBank Ventures Asia, where he specialized in scaling high-growth platform companies and leading the overseas expansion of K-culture ventures. - Wi plans to integrate AI and data-driven methodologies to optimize the company's supply chain management and enhance customer engagement. - The company's strategic shift involves moving from a traditional, export-heavy model to a localized, partnership-driven approach to create a more agile international operating system. - Morgan Stanley Private Equity Asia acquired its 67% majority stake in SKINIDEA in a deal that valued the K-beauty company at 150 billion won. - The brand has already gained traction in the U.S. market, achieving record-breaking sales in the beauty category on TikTok Shop and showcasing its product lines at the 2025 COSMOPROF North America expo in Miami. - MDP+ is tailoring its U.S. product development to meet local consumer demand for ingredients like collagen and peptides, recently expanding its offerings to 13 products to align with the "glass skin" trend. - The leadership change occurs as the global dermocosmetics market is forecast to grow from approximately $54.41 billion in 2026 to $80.2
