Jason Wi Appointed as CEO of MEDIPEEL to Drive Global Excellence and Growth

Jason Wi Appointed CEO of MEDIPEEL

On February 26, 2026, MEDIPEEL, largely owned by Morgan Stanley Private Equity Asia, officially introduced Jason Wi as the company's new Chief Executive Officer. Wi, who boasts extensive experience in strategic consulting and investments, has previously worked with prestigious firms such as McKinsey & Company and SoftBank Ventures Asia. His professional journey is marked by a proven track record in scaling high-growth platform businesses and leading international expansions for various companies within the K-Culture ecosystem.

Under Wi's leadership, MEDIPEEL is undergoing a comprehensive restructuring to build a resilient and scalable operational model aimed at fostering sustained international growth. This strategic move is expected to position the brand more competitively within the dermatological beauty sector, particularly as the industry continues to evolve.

Historically, many companies in this space have relied on traditional export models; however, Wi is shifting MEDIPEEL's approach towards a more collaborative local model. This transition is designed to create a more structured and agile operating system, enhancing the company's ability to respond to market demands swiftly. Simultaneously, the brand aims to strengthen its identity as a dermatological beauty brand focused on effectiveness, ensuring it remains competitive in sophisticated international markets.

With the backing of Morgan Stanley's global resources and Wi's operational expertise, MEDIPEEL is laying the groundwork for a robust framework capable of navigating market fluctuations effectively. One of Wi's key initiatives involves integrating advanced AI and data-driven operational methodologies, refined through his experience in platform industries, into MEDIPEEL's core business operations. Critical initiatives include optimizing supply chain management and enhancing customer engagement, both vital for improving operational efficiency and long-term profitability.

"Sustainable success for K-beauty brands globally hinges on two fundamental pillars: a distinctive trajectory and an institutionalized operational system that supports it," Wi stated. "We will focus on fortifying global strategic partnerships while elevating our internal benchmarks to transform MEDIPEEL into a trusted, world-class beauty platform."

MEDIPEEL serves as the flagship brand under SKINIDEA, which is part of MDP Holdings, itself a portfolio company of Morgan Stanley PE Asia. Recognized for innovative products utilizing high-quality ingredients and patented dermatological technology, SKINIDEA exports to over 75 countries. The brand is known for developing high-performance skincare solutions backed by extensive research and clinical trials, providing both immediate and long-lasting improvements tailored to various skin types.

As the beauty industry continues to evolve, the decision to appoint Jason Wi as CEO underscores MEDIPEEL's commitment to not only retaining its competitive edge but also expanding its global footprint. With Wi at the helm, the company is set to embark on a transformative journey aimed at excellence and growth, reinforcing its position in the rapidly changing landscape of the dermatological beauty sector.