MEDIPEEL Appoints Jason Wi as CEO to Drive Global Operational Excellence and Strategic Growth

Seoul, South Korea – MEDIPEEL, majority-owned by Morgan Stanley Private Equity Asia, has announced the appointment of Jason Wi as Chief Executive Officer. Under his leadership, MEDIPEEL will undertake a restructuring of global operations to establish a robust, scalable business model that supports long-term international growth.

Jason Wi brings an extensive professional track record in strategic consulting and investment, having worked at McKinsey & Company and SoftBank Ventures Asia. He has experience developing fast-growing platform-based companies and leading global expansion of K-culture enterprises. MEDIPEEL will leverage Wi’s expertise and global network to accelerate its transformation as a leading player in the global beauty industry.

As part of the new strategy, MEDIPEEL is shifting its international approach from conventional export models to a local partnership-based approach. This transition creates a more structured and agile operational system. Simultaneously, MEDIPEEL will strengthen its identity as an “effectiveness-based skincare” brand to remain competitive in an increasingly dynamic international market. With support from Morgan Stanley PE’s global resources and Wi’s operational expertise, MEDIPEEL is positioned to build a business framework capable of withstanding market dynamics.

Furthermore, Wi plans to integrate artificial intelligence and data-driven operational methods—which he has developed during his career in the platform industry—into MEDIPEEL’s core business. Key initiatives include supply chain management optimisation and enhanced customer engagement to drive operational efficiency and long-term returns.

“The success of K-beauty brands in global markets depends on two pillars: strong brand identity and well-established operational systems,” said CEO Jason Wi. “We will strengthen global strategic alliances whilst raising internal standards to build MEDIPEEL as a trusted world-class beauty platform.”

MEDIPEEL is a flagship brand under SKINIDEA, which operates within MDP Holdings, a portfolio company of Morgan Stanley PE Asia. SKINIDEA is recognised for innovative products that combine premium ingredients with patented dermatological technology. Exporting to more than 75 countries, SKINIDEA develops high-performance skincare solutions through comprehensive research and clinical testing to deliver both immediate and long-term results tailored to various skin types.