MEDI-PEEL

MEDI-PEEL (Korean: 메디필) is a South Korean skincare brand based in the Gangnam district of Seoul, operated by the company SKINIDEA CO., LTD. It sits in the cosmeceutical, or "K-derma," part of the K-beauty market, building its products around peeling technology, peptides and collagen and positioning itself between professional aesthetic treatments and everyday home care. Its corporate profile records the company as established in 2014 [5].

The brand remains active and is in a phase of rapid international growth. In February 2024 its parent company was acquired by Morgan Stanley Private Equity Asia, which took a majority stake [6], after which MEDI-PEEL expanded aggressively into Japan, the United States and Europe. Several of its products — among them the Red Lacto Collagen Wrapping Mask and the Peptide 9 line — have circulated widely on TikTok and helped carry the brand into Western retail.

MEDI-PEEL is the flagship brand of SKINIDEA CO., LTD, a Seoul-based manufacturer. The company's directory profile lists its year of establishment as 2014 and names Boksoon Jeon as president; the company's own brand site lists HyunJong Wi as its representative. The brand presents itself under the tagline "Derma Beauty Creator," and describes its range as a "high functional home skin care line" whose ingredients are selected by professional aestheticians. SKINIDEA also runs a separate professional-aesthetic line, Derma Maison.

The brand's age is described inconsistently across sources. SKINIDEA's official corporate listing dates the company's founding to 2014 [5], a date echoed in coverage of the 2024 Morgan Stanley deal, which described the business as reaching its sales scale "within 10 years of establishment" [6]. Some retailer editorial instead refers to MEDI-PEEL as having a "25-year history" [8]. That figure does not reflect the corporate age: it is marketing language pointing to the founder's longer background in dermatological technology and aesthetic expertise rather than to the company, which was registered in 2014.

The brand's most consequential moment came in early 2024, when Morgan Stanley Private Equity Asia acquired a 67% stake in SKINIDEA at a valuation of roughly 150 billion Korean won (about 113 million US dollars), with the founder retaining the remaining 33% [6]. Following the deal, the business was organised under a holding company, MDP Holdings, led by chief executive Michael Chung [9].

Backed by the new ownership, MEDI-PEEL pursued a fast multi-market expansion. In late 2024 it introduced MDP+, an export-only sub-brand for the United States, which the company reported as recording the highest sales in the beauty category on TikTok Shop in the country [10]. In Japan, the brand set a target of reaching 750 offline stores by the end of 2024, including the retailers Loft, Plaza and @Cosme [14]. It then moved into Europe: an earlier 2025 pop-up at Printemps Haussmann in Paris ranked second overall and first in skincare, and the company subsequently announced an official Printemps debut and a January 2026 UK launch event in London. By its 2026 account, the brand exported to more than 75 countries.

MEDI-PEEL's parent, SKINIDEA CO., LTD, has been majority-owned by Morgan Stanley Private Equity Asia since the firm took a 67% stake in February 2024. The company's founder retained a 33% holding. The business is held through MDP Holdings, whose chief executive is named as Michael Chung. Executive titles vary across sources and dates as the structure has changed: the brand site lists HyunJong Wi as representative, while a 2024 press release announced Jason Wi as chief executive for global operations.

MEDI-PEEL frames itself as a cosmeceutical brand bridging professional skincare and home use. In its retailer profile the company states that, "with the combination of cosmedical skincare, professional aesthetic skin care and carefully selected ingredient, MEDI-PEEL aims to improve each and everyone's day to day skin care" [7]. The brand emphasises a "patent ingredient verified by clinical institutions" and what it calls its "unique peeling technology." In market terms it presents itself as a premium, or "global premium K-derma," brand, a positioning it has tied to its entry into Printemps and other prestige retail.

The brand's catalogue is built around several proprietary, trademark-style ingredient systems, including Bor-Tox, the Red Lacto Collagen complex, MoolTox, Peptide 9 and Cell Toxing Dermajours. Its hero ingredients centre on peptides and collagen, alongside common K-beauty actives such as niacinamide, hyaluronic acid, ceramides and centella asiatica (cica); more recent lines have adopted PDRN, a salmon-derived ingredient associated with a wider skincare trend.

Among its most prominent products is the Red Lacto Collagen Wrapping Mask, a mask the brand pairs with a hydrolyzed-collagen story and which became widely shared on TikTok across several markets [16]. The Bor-Tox Peptide Cream and the Peptide 9 line — including the Peptide 9 Volume Tox Cream Pro and the Peptide 9 Line Sun Stick — anchor the brand's anti-ageing range; the sun stick was the best-seller behind the MDP+ US launch. Independent reviews have described the Bor-Tox and Peptide-Tox products as top-rated for firming and fine lines.

The brand leans heavily on clinical-sounding evidence in its marketing. One review reports company figures that 95% of users saw a significant improvement in firmness and elasticity, and that users of the Peptide 9 Volume and Tension Tox Cream recorded up to a 30% reduction in wrinkles over eight weeks [12]. The company states that all of its products are made in Korea.

MEDI-PEEL makes several formulation and ethics claims. Reviewers report the brand as cruelty-free, stating that it does not test on animals, and describe its formulas as made without parabens, ethanol, sulfates or artificial fragrances [12]. At least one product, its Hyaluronic UV Clear Sunscreen, is described as vegan and V-Label certified [10]. Broader, company-wide sustainability commitments are not detailed in the available sources.

MEDI-PEEL's prominence rests more on commercial traction and viral attention than on formal awards, none of which appear in the available sources. Its US sub-brand MDP+ was reported as topping the beauty category on TikTok Shop in the United States, and its 2025 Printemps Haussmann pop-up was reported as ranking first in skincare. The brand's expansion strategy has drawn trade-press coverage, including from Cosmetics Design Asia on its Japan and US plans. Individual products — the Red Lacto Collagen Wrapping Mask, the Bor-Tox Peptide Cream and the Peptide 9 Line Sun Stick — have built a strong following on social media and among K-beauty shoppers.

MEDI-PEEL is an active brand in a major growth phase. It is backed by Morgan Stanley Private Equity Asia, which has held a majority stake since 2024, and continues to expand across Asia, North America and Europe. The most recent activity recorded in the available sources is its UK launch event, "Science in Red," held in London in January 2026 [9]. The company reports exports to more than 75 countries, and there are no signs of dormancy.