The brand has achieved notable success in the US market this year, gaining traction among consumers and driving significant sales.
According to the brand, MDP+ achieved the top sales in the beauty category on the US TikTokShop this year.
Since its launch, the brand has surpassed 13,000 orders on TikTokShop, demonstrating impressive growth in the market.
The success of the brand has been driven by the popularity of the sun care product, Peptide9 Bio Sun Stick Pro.
The company has expanded the MDP+ line-up to 13 products with the launch of four new additions, such as a new sunscreen fortified with ceramides, and a glow-in-the-dark hydrogel mask.
NPD focus: Effective and trendy
MDP+ leverages ingredients that are highly sought after in the US beauty market, particularly collagen and peptides.
This includes its signature ingredients, red collagen complex and peptide 9 complex.
At the same time, it is incorporating global beauty trends such as the glass skin trend, which is a popular aesthetic particularly in the US.
The brand said it was placing a strong emphasis on innovation and differentiation in the crowded marketplace.
For instance, its new Red Lacto Collagen Grinding Lip and Face Ampoule Balm and Cleansing Balm feature an innovative design that shaves out just the right amount without exposing the rest of the product, ensuring hygiene and convenience.
In terms of category, the brand see huge opportunity in the sun care market and plans to expand its sun care lineup after the success of Peptide9 Bio Sun Stick Pro.
By combining a strategic approach to product development, MDP+ believes it is well-positioned to attract and resonate with US beauty consumers.
Medipeel’s eventful year
Medipeel is the flagship brand of South Korean cosmetics company, Skinidea.
CosmeticsDesign-Asia first reported Skinidea’s plans to launch a MDP+ in May.
The company had told us that the US and Japan were a major focus for the company’s future growth.
“In terms of market, Skinidea sees high opportunities in untapped markets that have a high presence and response towards K-beauty. Countries that have a large beauty markets like Japan and US will be our biggest target markets,” said Kim, director, public relations, Skinidea.
This followed the company’s acquisition by Morgan Stanley Private Equity (MSPE) in February.
MSPE secured a 67% stake in the company. According to the press statement, the remaining 33% is held by the brand’s founder.
In November, the brand announced that it was accelerating its expansion plans in Japan, aiming to establish a presence 750 stores by year-end.
The aim was to further solidify its presence in the key beauty and personal care market by prioritising brick-and-mortar expansion,
It debuted in Japan in October, partnering with retailers Loft and Plaza, entering 150 doors in total.
Following successful launches in Loft and Plaza, the brand then partnered with leading beauty retailer @cosme.
