K-Beauty Brand MDP+ Launches Four New Products in US Market

K-beauty’s Medipeel is ramping up efforts to push into the US market with its export-exclusive brand, MDP+.

Medipeel is the flagship brand of Skinidea, which is under MDP Holdings, a portfolio company of Morgan Stanley PE Asia. Skinidea exports to over 75 countries worldwide, developing high-performance derma skincare products that undergo rigorous research and clinical trials, aimed at providing both immediate and long-lasting improvements for various skin types, per officials.

MDP+ says it aims to captivate local consumers with the launch of four new products, expanding its lineup to a total of 13 offerings.

Building on the success of its best-selling Peptide 9 Line Sun Stick, MDP+ has introduced products enriched with higher concentrations of collagen and peptide content—key ingredient that are reportedly in high demand within the US beauty market.

New Products

The Hyaluronic UV Clear Sunscreen is certified as an OTC item, offering reliable sun protection while preventing skin damage with hyaluronic acid and ceramides. It has also gained recognition as a sustainable choice, earning Italy’s V-Label vegan certification for excluding animal testing and animal-derived ingredients.

Also introduced is the Peptide 9 Glow-in-the-Dark Plumping Hydrogel Mask designed to enhance elasticity. Packed with nine types of peptides, vegan collagen and avocado-derived peptides, which provide powerful plumping effects, the mask helps create a voluminous 3D facial contour.

The Red Lacto Collagen Grinding Lip and Face Ampoule Balm and Cleansing Balm feature an innovative design that allows users to shave off only the needed amount, ensuring both hygiene and convenience. The ampoule balm, infused with Medipeel’s Red Collagen Complex, provides lifting and moisturizing effects and is suitable for use on both lips and face. The cleansing balm delivers a three-step multi-cleansing effect, thoroughly removing heavy makeup while tightening pores and leaving skin hydrated.

Record Sales on TikTok

MDP+ made an impactful impression on local consumers this year by achieving the highest sales in the beauty category on TikTok Shop in the US. Since its launch, the brand has reportedly received over 13,000 orders, highlighting growth in the North American market, officials said.

Through MDP+, Medipeel says it’s dedicated to developing products tailored to US consumer preferences. The brand says it aims to introduce products that align with the global “glass skin” trend and expand its OTC-certified lineup.